HSS012 ADVERTISING MEDIA SERVICES

UNIT 1-INSTITUTIONAL ADVERTISING &

ADVERTISING TECHNIQUES
PREPARED BY
Mr.T.Raj Pradeesh
ASSISTANT PROFESSOR
DEPARTMENT OF MECHANICAL ENGG
KARE
 DEFINITION
Institutional advertising is any type of advertising intended to promote
a company, corporation, business, institution, organization or other
similar entity. Such advertising does not attempt to sell anything
directly. It informs the public about what the institution is doing for the
society and the country in areas like literacy, health, employment
generation etc . The most common types are radio, television, print and
digital.
St. Judes hospital in california, a pioneer in medical research and
innovation, launched this ad in which a boy is shown suffering
from cancer and who was not able to be diagnosed anywhere, till
the time he came to their hospital. They launched a campaign in
which all the products owned by them would donate 10% of the
proceeds to cancer affected children.
 Advantages
• It improve the image of the manufacturer.
• It helps the manufacturer in product
• diversification.
• Investors are attracted to the institution who have good institutional
image.
• Improves public relation