What is the difference between product and institutional advertising read more >>?

What is the difference between product and institutional advertising read more >>?

What is the difference between product and institutional advertising read more >>?



Product advertising and institutional advertising are two distinct types of advertising strategies used by businesses to promote their products or services. While both types aim to attract customers and increase brand awareness, they differ in their focus and objectives. In this article, we will explore the differences between product and institutional advertising and understand how each strategy contributes to a company’s overall marketing efforts.

Product Advertising

Definition: Product advertising refers to the promotion of specific products or services offered by a company. It focuses on highlighting the features, benefits, and unique selling points of a particular product to persuade potential customers to make a purchase.

Objective: The primary goal of product advertising is to generate sales and increase market share for a specific product or service. It aims to create brand awareness, generate leads, and ultimately drive customer conversions.

Target Audience: Product advertising targets a specific audience segment that is likely to be interested in the advertised product. The messaging and creative elements are tailored to appeal to this target audience, taking into consideration their demographics, interests, and preferences.

Message: The message in product advertising revolves around the specific product or service being promoted. It highlights its unique features, benefits, and how it solves a problem or fulfills a need for the target audience. The focus is on creating a desire for the product and convincing customers that it is the best choice in the market.

Examples: Television commercials showcasing the latest smartphone model, print advertisements promoting a new line of clothing, or online ads for a newly released video game are all examples of product advertising.

Institutional Advertising

Definition: Institutional advertising, also known as corporate advertising, focuses on promoting the overall brand image, reputation, and values of a company. It aims to establish a positive perception of the company among its target audience and build long-term relationships.

Objective: The main objective of institutional advertising is to enhance the company’s reputation, create a favorable brand image, and strengthen customer loyalty. It aims to position the company as a trusted and reliable entity in the market.

Target Audience: Institutional advertising targets a broader audience that includes customers, employees, investors, and other stakeholders. The messaging is designed to resonate with this diverse audience and build trust and credibility for the company as a whole.

Message: The message in institutional advertising revolves around the company’s values, mission, and commitment to its customers and society. It emphasizes the company’s achievements, corporate social responsibility initiatives, and its overall contribution to the community. The focus is on building a positive brand perception and fostering emotional connections with the audience.

Examples: Television commercials showcasing a company’s commitment to sustainability, print advertisements highlighting a company’s philanthropic efforts, or online campaigns promoting a company’s ethical business practices are all examples of institutional advertising.


In summary, product advertising and institutional advertising serve different purposes within a company’s marketing strategy. Product advertising focuses on promoting specific products or services to generate sales and increase market share. On the other hand, institutional advertising aims to build a positive brand image, enhance the company’s reputation, and foster long-term relationships with customers and stakeholders. Both types of advertising are essential for a comprehensive marketing approach, and businesses often employ a combination of these strategies to achieve their overall marketing objectives.


1. marketing-schools.org
2. investopedia.com
3. thebalancesmb.com