Usually means: Promotion focusing on brand identity.
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We found 3 dictionaries that define the word institutional advertising:

General (2 matching dictionaries)
  1. institutional advertising: Wiktionary
  2. institutional advertising: Longman Dictionary of Contemporary English

Business (1 matching dictionary)
  1. BusinessDictionary.com (No longer online)

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Definitions from Wiktionary (institutional advertising)

▸ noun:  (marketing) Advertising that promotes a company rather than the specific products or services it offers.

Similar:
advertisement, promotional, product placement, brandstanding, branding, advertising agency, advertising, advertising mail, brand linkage, metamarket, more...

Opposite:
product advertising

▸ Words similar to institutional advertising

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Similar:
advertisement, promotional, product placement, brandstanding, branding, advertising agency, advertising, advertising mail, brand linkage, metamarket, more...

Opposite:
product advertising



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