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This question is about what an advertising assistant does.
What is institutional advertising?
Institutional advertising, also referred to as corporate advertising, is a type of advertising that seeks to promote a company or business as a whole, rather than promoting just one or several specific products or services. The main objective of Institutional advertising is building the brand, image, and overall reputation of a company or business.
Institutional advertising is accomplished by effectively communicating the values, mission, and culture of a company or business to target consumers, other businesses, and the public at large. Institutional advertising can come in many forms and might include:
Digital marketing and advertising
Print ads
TV or radio commercials
Specific advertising events or programs
Social media campaigns
The specific content of institutional advertising normally includes a company or business:
History
Achievements and accomplishments
Values
Mission
Positive impact on a community or society at large
These above items are key and the primary focus in this type of advertising strategy, as opposed to conventional advertising strategies that involve the promotion of a specific product or service.
Institutional advertising is often utilized by companies that find themselves in highly competitive industries or markets. Its utilities help make a company stand out among competitors and help differentiate it in unique ways that apply solely to that company.
Institutional advertising can often result in increased company and brand awareness, the development of long-term customer-to-company relationships (customer loyalty), and the maintenance of an overall positive image for the company in the public sphere.
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