institutional advertising

Meaning

1. 1noununcountable

   Promotion that builds the reputation and image of an organization as a whole rather than selling one particular product.

   Grammar: Uncountable: institutional advertising is expensive, not an institutional advertising.

   Patterns

   • institutional advertising for someone

   The bank ran institutional advertising showing its support for local schools.

   Unlike a car commercial, institutional advertising seldom mentions a price.

   The oil company spent heavily on institutional advertising after the spill.

Common combinations

run institutional advertising

The airline ran institutional advertising stressing its safety record.

institutional advertising campaign

The institutional advertising campaign focused on the firm's hundred-year history.

invest in institutional advertising

Large utilities often invest in institutional advertising to improve public trust.

institutional advertising budget

Her institutional advertising budget doubled after the merger.

Synonyms and how they differ

corporate advertising

It is almost interchangeable, though corporate advertising stresses a company, while institutional can also cover charities and public bodies.

image advertising

This focuses on the picture the public holds, a narrower aim than the wider goodwill-building of institutional advertising.

brand advertising

Brand advertising promotes a product line's name, whereas institutional advertising promotes the organization behind it.

Opposites

Word family

institution noun

an established organization

institutional adjective

relating to an institution

advertise verb

to promote publicly

advertiser noun

a person or company that advertises

Commonly confused: institutional advertising or institutionalized?

Practice

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Write a sentence using “institutional advertising”, then check it and compare it with the examples above.

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