Making the Company Look Good
When a company wants a customer to think positively about them, they use institutional advertising. A company will provide charity products, parades, sponsorships, and other things to help the community to show the customers that they do not only care about money. Buy doing this the company manages to advertise themselves in a positive manner so that the customer wants to buy from them because of the good things they do.
Examples of Institutional Advertising
Box Tops for Education
Box Tops for Education are coupons cut out of common grocery products to be redeems for money to use for a child's school. Companies like General Mills and Betty Crocker sponsor Box Tops and put them on their products in order to support the charity and raise their accountability as being a company that cares about more than making money.
TOMS is a shoe company that for every pair of shoes they sell, they send a pair to children in a third world country who are not able to afford shoes. This promotes more people to buy their shoes instead of others because it directly uses their money to help others.
Nike Cancer Elite Socks
Nike is selling sock with the Kay Yow foundation to support Coach Kay Yow and her fight with breast cancer. This product is sold because customers will wear them to show their support in the fight against breast cancer.