Difference Between Product and Institutional Advertising

What is the Difference Between Product and Institutional Advertising? Answered

A marketing team can promote their company’s products using a variety of advertising techniques. We will explain what is the difference between product and institutional advertising in this guide to help you decide which one to choose.

One of the most important factors that determines a company’s success in the market is advertising. Depending on the type of promotion that must be done, there are various approaches to advertising.

Learn more about institutional and product advertising, as well as how they differ, by reading on.

What is Institutional Advertising?

Institutional Advertising

Corporate advertising, also known as institutional advertising, is a type of marketing that aims to promote both the organization and all of its goods and services. Advertising teams typically concentrate on spreading awareness of the company’s overall brand, image, and primary message when using institutional advertising. These three areas of focus aim to attract and keep customers:


Institutional advertising is used by businesses to broaden consumer awareness of their brands and foster wholesome associations. Teams may highlight their company’s position within the relevant industry as well as the range of goods and services it provides. A cell phone manufacturer might promote itself as the leading supplier of high-end, reasonably priced phones, for instance. By employing this tactic, the team promotes its admirable reputation while urging customers to buy any of its products as opposed to promoting a single one.


The marketing team works to create a company’s image through advertising campaigns. It can be an attitude, an emotion, or a way of life. Customers are more likely to develop a sense of trust in a business when it has a distinct brand identity with which they are familiar.

The company’s reputation permeates every one of its products thanks to institutional advertising. This extension happens because an image is a part of the company’s brand as a whole, not just a specific product. For instance, a computer company might produce advertisements that link its brand to the ideas of dependability and usability. The marketing team may employ these associations to appeal to customers’ interests or feelings, ultimately motivating them to make a purchase.

Core Message

An institutional advertising campaign’s main message typically focuses on the needs or wants of the target audience and offers them the chance to buy the company’s products to satisfy those needs or wants. For instance, a company that sells hair products might develop a central message outlining how their products maintain healthy and attractive hair. Marketing teams typically create a message for their advertisements that is consistent with their brand or values. A hair product company, for instance, might promote the fact that it never tests its products on animals as a way to demonstrate its dedication to being animal-friendly.

Benefits of Institutional Advertising

Here are some common benefits of institutional advertising:

  • Increases customer loyalty: By matching a company’s core values and mission with its target market’s interests or needs, a focus on branding a company as a whole may help develop devoted clients. In a similar vein, you can persuade customers to keep buying your new products by letting them know they can count on the company for high-quality or advantageous products.
  • Increases consumer brand recognition: If a marketing team can develop a brand image or logo that people can recognize, it can help raise awareness and result in more sales. For instance, in order to maximize the exposure of their logos, many clothing companies decide to sew them onto every piece of clothing they sell.
  • Promotes customer referrals: Loyal customers are more likely to spread the word about a business to other potential customers. Customers who support a business’s offerings spread the word to their friends, who may go on to buy the goods or services after receiving a recommendation from a reliable source.

What is Product Advertising?

Product advertising is when a business creates marketing initiatives that are focused on a particular product and advertise it separately from its other products. Marketing departments use product advertising to draw customers in by emphasizing the features, applications, and advantages of the product. Here are three types of product advertising:

Competitive Advertising

When launching a new product in a cutthroat market, businesses frequently employ this advertising strategy. Using features that set it apart from current models from other manufacturers, for instance, a company in the auto industry might introduce its newest model. If other cars offer comparable features, the manufacturer might highlight a recent award it won or otherwise use language that elevates their model in comparison to competitors.

Comparative Advertising

A business directly contrasts its product with those of its rivals in comparative advertising. These commercials typically use comparisons of specifics, such as performance, features, or price, to demonstrate that their company provides a better product. A fast-food restaurant might, for instance, emphasize that they offer a wider variety than their rivals.

Pioneering Advertising

When introducing a product into an untapped market with no competitors, businesses use this innovative advertising. Companies frequently attempt to increase product exposure by demonstrating to customers how it addresses a common issue. For instance, a business that creates a new technological device that aids consumers in finding lost items might produce demonstration videos so consumers can understand how it can help them.

Benefits of Product Advertising

What is the Difference Between Product and Institutional Advertising

Here are the common benefits of using product advertising methods:

  • Boosts demand: When businesses employ product advertising strategies, they highlight the advantages of their product over rivals. While marketing teams strive to set their products apart from rivals, these tactics highlight the benefits that potential customers might receive from making a purchase.
  • Product advertising allows marketing teams to highlight the main applications for their goods, which helps customers comprehend how they work. By employing this tactic, you can lessen any misunderstandings that might discourage potential buyers from making a purchase.
  • Targets a particular audience: By using product advertising strategies, a marketing team can research their target market and customer base to learn about their needs. They can develop an advertising strategy based on their findings that either appeals to consumers interested in similar products or meets the needs of their current clientele.

Difference Between Product and Institutional Advertising

While institutional advertising focuses on promoting your overall brand, product advertising focuses on promoting particular, individual products.

There may appear to be some overlap, and there unavoidably is to some extent, but it’s crucial to note that each has a distinct primary goal. Product advertisements aim to sell particular products right away. Advertising for institutions is all about building brand recognition and reputation. The latter is a longer-term strategy for generating leads or sales, but it is just as significant.

Analyzing a case in point For women, charm bracelets are sold by the jewelry company Pandora.

The goal of this Pandora advertisement is to introduce the company to potential customers or to remind current customers of them. They aim for romance in their advertisement, creating a bond through an emotional memory in the hopes that viewers will recall them.

Check out the image below for a great illustration of a specific product advertisement. Their Pandora Shine collection is being highlighted as a specific product line. The jewelry, which is all 18k gold-plated and was inspired by nature, is its main selling point. These particular advantages and information about a particular product line are intended to boost sales of those specific goods.

These two campaigns have a glaring difference from one another. One is all about increasing brand recognition and, ideally, driving traffic to the website, where users can browse to see if they can find anything. The second goal is to generate sales for a particular product line, ideally quickly. Despite the fact that they work in tandem with one another, they all have separate functions.

Which Should I Use?

The majority of businesses require both institutional and product advertisements.

Both campaigns will support one another: product advertisements can boost brand perception, and institutional advertisements build the crucial trust that will make your product advertisements more powerful. You need both.

Many frequently use platforms like Facebook Ads to promote their institutional ads, aiding new users in discovering the brand and getting a sense of what it is about. They will then employ either retargeting via Facebook Ads or search ads via AdWords to stimulate user interest in the products and encourage purchases.

About 80% of my clients benefit from a strategy I employ. When the engagement, clicks, or frequency of Facebook Ads decreases, I update institutional ad campaigns that are running continuously. The purpose of these is typically to draw in new clients and familiarize them with the brand.

Final Thoughts: Product Vs. Institutional Advertising

If you don’t know the difference between a product advertisement and an institutional advertisement, you’ll risk derailing your campaigns because you’re unable to truly optimize for either. It’s okay if there are some similarities between the ways you market your brand and your products; this demonstrates consistency.

In light of this, you should make sure that your campaigns are targeted, with distinct objectives and clear goals in mind. Your campaigns will run smoothly once you customize the copy and targeting to match those objectives.

Read More: Is Advertising Expense An Asset?


What Are the 2 Main Types of Advertising?

There are two main types of advertising strategies: institutional and product advertising.

What Are Types of Institutional Advertising?

The most common type of institutional advertising is radio, television, print, and digital media, in which companies can convey their message through dialogue.

What is An Example of Product Advertising?

The goal of product advertising is to influence consumers to decide to buy a product right away after seeing it. For example, a jewelry company may use paid advertisements to showcase individual products to entice customers to click the advertisement and order the product.

Author: Ada Parker

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