INSTITUTIONAL ADVERTISING

DEFINITION

• Institutional advertising is any type of advertising intended to promote a company, corporation, business, institution, organization or other similar entity. Such advertising does not attempt to sell anything directly. It informs the public about what the institution is doing for the society and the country in areas like literacy, health, employment generation etc . The most common types are radio, television, print and digital.

CHANNELS OF INSTITUTIONA

L ADVERTISING

RADIO

TELEVISION

DIGITAL

PRINT

EXAMPLES OF INSTITUTIONAL ADVERTISING

• An example of institutional advertising would be Philip and Morris where they promote quitting smoking. The idea behind this was to target a social issue to grasp public eye. But, in reality the company was improving its brand image

• IDEA cellular is another example of institutional ad. ‘What an idea Sirjee’ went viral on Indian market. What they did was target the on growing issue of Corruption in India and ways to tackle it. They launched a massive online campaign to collect a pool of ideas from general public, thus collection public loyalty and at the same time, creating a public image for themselves

• ITC tied hands with CRY to promote their classmate stationery. ITC donated 1Re for every register they sold to CRY. Also, all of their stationery carries an environmental message with it about how the company cares for the society. The reality? None of you would be knowing that the main business that ITC carries on is of Cigarettes. But because of their explosive corporate advertising strategies, they have earned a good public image for themselves!!

• Gulf Oil, World’s biggest oil corporation, took up the issue of oil spills in the ocean and how oil mining is hazardous to the wildlife and environment. Thy launched an environment friendly campaign explaining how they take steps to protect the environment and wildlife.

• Adidas, one of the world’s most renowned sports company started the campaign to donate 10% of their sales proceeds to the poor orphans in AFRICA.

St. Judes hospital in california, a pioneer in medical research and innovation, launched this ad in which a boy is shown suffering from cancer and who was not able to be diagnosed anywhere, till the time he came to their hospital. They launched a campaign in which all the products owned by them would donate 10% of the proceeds to cancer affected children.

Advantages

• It improve the image of the manufacturer.

• It helps the manufacturer in product diversification.

• Investors are attracted to the institution who have good institutional image.

• Improves public relation