Institutional advertising of corporate advertising

As the name itself suggests, in this form of advertising, the institute presents its own story to build up an image of itself in the public mind. It is a public-relations-approach advertising. The institute may present its viewpoint about a national cause, say, prevention of blindness and the efforts it has taken to help this cause. Alternatively, it may list its social contributions, or may emphasize its socially oriented policies. It may also lay stress on the mission of the organization and its philosophy. Institutional advertising aims at building a positive image for the firm in the eyes of internal and external public. The institutional advertising is indirect, subtle, and affects our basic attitudes. The organization may reveal its history and may try to build an awareness of the interest groups like employees, shareholders, government etc., Institutional advertising cultivates or tries to promote a spirit of friend towards it among the public.