Institutional Advertising Essay

wide publicity through such ads.
(f) Financial advertising serves as a : backbone to brokers as well as underwriters, who as „intermediaries‟ between the advertiser and the clients.
(g) Finally, financial advertising indirectly aids and supports the economic an industrial growth of country by mobiling public funds for expansion and diversification of business.
7. Corporate Image Advertising : Corporate Image advertising designed or aimed to create a proper attitude towards the seller and to build goodwill or image for the advertiser (manufacturing concern or the selling concern) rather than to sell a specific product or service. Institutional advertising is done to build good public
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relations‟ image in the market for the marketer and a patronage

(j) To obtain public support for certain cause.
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9. Institutional Advertising : The object of institutional advertising is to build manufacturers reputation in the minds of the public in general. The advertising message is directed to tell about the Company, its people, its contribution in promoting social welfare activities, in promoting consumer satisfaction its achievements in technology its broad philosophies, its share in economic progress of the Company etc. Such advertisement do not bring benefits in the form of higher sales immediately. But they create good footing for the company in the long run. The competitive strength of the company goes up with the enhancement of corporate image. It is much easier for a highly reputed company to launch a new product in the market. Basically the institutional advertising aims at getting public support for raising the capital through public subscription.
The following points are normally referred in institutional ads :
(a) Research & Development of the firm.
(b) Number of factories or branches of the firm.
(c) The number of employees and facilities provided to them.
(d) Foreign collaborations, if any.
(e) Distribution network of the

This is necessary in the case of a newly developed products or the products which are costly in nature. For
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example, cars, refrigerators, washing machines, watches, etc. Such advertising is directed towards a class of customers, it is also described as selective demand advertising. It is heavily utilised during the introduction stage of product life cycle.
Primary demand is when a potential buyer, or prospect, is showing interest in a product or service for the first time. Often times it is because the prospect was never exposed to the
“concept” of the product or service or never really understood it. But now due to new circumstances she has an apparent need all of a sudden. 12. Selective Demand Advertising : Selective demand advertising is done to meet the growing competition mainly in growth stage of the life cycle of the product. Here, the goal of advertising is to push the demand of specific product or service. Often, promotion becomes less informative and more emotional during this phase.
Advertising may begin to stress subtle differences in brands with emphasis on brand name recall. At this stage, pricing may also be used as a weapon because products of all the competitors