Institutional advertising includes things like community engagement initiatives and public service announcements. These marketing campaigns aim to strengthen relationships between a business and its current or prospective clients.
For instance, a tobacco business may employ institutional advertising to create a smoking-cessation advertisement that informs consumers of the risks associated with their goods. Companies that sell beer and alcohol may also air adverts cautioning customers against driving after drinking.
Many businesses run unofficial institutional advertising efforts to inform the public of their charitable giving. A public statement, advertisement, or documentary regarding an oil company’s continued efforts to ensure that its operations, goods, or services don’t hurt the local, regional, national, or international environment, for instance, might be produced.
Some businesses, including hog farms, release adverts for institutional use that talk about the nutrition of their food. These businesses can also state that they won’t add antibiotics or other substances that might cause human health issues to their products.
Through initiatives to engage the local community, institutions also advertise. Examples of this kind of business promotion include food or gift drives for the homeless during the holidays, blood drives, AIDS awareness activities, cancer screenings, and drives for canned goods.