What is the primary purpose of institutional advertising?

The primary purpose of institutional advertising is to enhance a company's image. This type of advertising focuses on promoting the overall brand and reputation of a company rather than specific products or services. By doing so, it aims to create a favorable perception in the minds of consumers, stakeholders, and the general public.

Institutional advertising can help build brand loyalty, differentiate the company from competitors, and communicate corporate values or social responsibilities, such as sustainability efforts or community involvement. In contrast, other forms of advertising focus more narrowly on driving short-term sales or promoting specific products, which is not the main goal of institutional advertising. Thus, it plays a crucial role in long-term brand strategy and reputation management.