Question

Distinguish between institutional and informative advertising.

Answer 1

Basis	Institutional Advertising	Informative Advertising
Objective	Build and enhance overall image and reputation of the organization	Provide detailed information about a specific product or service
Focus	Corporate identity and values	Product features, benefits, and usage
Content	Emphasizes company’s mission, values, culture, and social responsibility initiatives	Includes product descriptions, benefits, uses, and prices
Examples	Public service announcements, corporate image campaigns	Product launch ads, how-to guides
Goal	Establish a strong corporate identity and foster goodwill	Educate consumers and drive product sales