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Institutional Advertising: Definition & Examples

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  • 0:00 What Is Institutional…
  • 0:40 Examples
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Lesson Transcript
Instructor: Shawn Grimsley
Ever seen a commercial expounding the wonders of the oil industry or how pork is the other white meat? If so, you've been exposed to institutional advertising. In this lesson, you'll learn about institutional advertising.

What Is Institutional Advertising?

Institutional advertising focuses on touting the benefits, ideas, or philosophies of your business, or its entire industry, to enhance or repair its reputation rather than selling a product or service. Since institutional advertising attempts to build a positive image, it's closely related to public relations. In fact, it's a form of advertising that may be used in a public relations campaign. Institutional advertising relating to an entire industry is usually funded and developed by industrial, trade or professional associations rather than individual businesses.

Examples

Let's take a look at some examples to illustrate the concept of institutional advertising.

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