Define Institutional Promotional Advertising
Customers buy products and services that solve their problems, make them feel good or give them the appearance of prestige. Product brand choice is often based on the brand's previous performance in meeting those goals. Businesses, governments and other institutions use institutional advertising strategies to attempt to connect the consumer with brand beyond the performance of a particular product.
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Definition
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To showcase the goodwill of an industry, organization, person or government, organizations take a public relations approach to advertising. In Institutional advertising the company is the focus of the promotion instead of any products it sells. In "Advertising Management" Arun Kumar says that institutional promotion "is concerned with the reputation of the store, with style leadership, quality merchandise and services." He explains that organizations promote concepts, ideas or philosophies that they want consumers to associate with their brands.
Internal
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Institutional promotion begins with influencing employees. It attempts to build organization loyalty through informing, persuading, and reminding employees of the accomplishments the organization has made as it concerns community involvement, positive global impact, and other positive attributes. In "Essentials of Banking" Deborah K. Dilley suggests that instilling the image "As an important contributor to the good of the community, a leader in areas such as health, environment, education or other causes that are important" helps motivate employees in their jobs
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Promotions
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Promotions can range from scheduled events to informative publications. Athletic programs use stadium events such as mascot races, autograph signings, and competitive on-field events to show they value the everyday fans and that the institutions promotes family values. Some organizations, such as governments, sell investment opportunities. China issued white papers (Opinions) to help win their Olympic bid for the 2008 games and again in early 2010 to refute claims that it was difficult to conduct business in China.
Commercials
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Commercials are most often used to promote recall. The theory is that the consumer will remember the commercial when they're in a retail store and this will motivate them to buy. In the book, "Media Promotion and Marketing for Broadcasting" Susan Tyler Eastman says these institutional promotion commercials don't generally have a call-to-action, but they tell of a call-to-action important to the consumer that the organization has answered. For example, oil companies run commercials that tell consumers that they are working on strategies to produce cleaner energy.
Warning
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Institutional advertising tends to be expensive because it doesn't rely on immediate spending from the consumer. It also forces the organization to be accountable for its promises. If the organization fails to live up to the image it has created in the promotions it will lose brand loyalists to its competitors. George MacDonald Ross, senior adviser to the HEA's Philosophical and Religious Studies Subject Centre, told interviewer Rebecca Attwood, "It is hypocritical for certain universities to say in their mission statements and strategies that they give equal weight to teaching and research, and not to practice this in their promotion procedures."
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References
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- Photo Credit white bill board advertisement in glass brick image by Anatoly Tiplyashin from Fotolia.com
