Question

Differentiate between Institutional (Corporate) and Informational advertising.

Hint:

{Institutional = Company image} {Informational = Product information}

Answer 1

Concept: Advertising can be classified based on its objective and focus. Two important types are Institutional (Corporate) advertising and Informational advertising. While one promotes the company’s image, the other focuses on providing useful product-related information to consumers.
Explanation: The differences between Institutional (Corporate) advertising and Informational advertising are as follows: \begin{center} \begin{tabular}{|c|c|c|} \hline Basis & Institutional (Corporate) Advertising & Informational Advertising
\hline Meaning & Promotes the company’s image or goodwill & Provides information about products or services
\hline Main Objective & Build brand reputation and public trust & Educate consumers and create awareness
\hline Focus & Organization as a whole & Specific product or service
\hline Content & Corporate values, achievements, CSR activities & Features, uses, price, availability
\hline Stage of Product Life Cycle & Long-term brand building & Often used in introduction stage
\hline Example & Ads highlighting company sustainability initiatives & Ads explaining features of a new smartphone
\hline \end{tabular} \end{center} Thus, institutional advertising builds corporate image, whereas informational advertising focuses on educating consumers about products.