What type of advertising focuses on promoting a company or organization rather than a specific product?

Institutional advertising is designed to promote the overall image, reputation, and values of a company or organization rather than focusing on specific products or services. This type of advertising aims to create a favorable impression and build a strong connection with the target audience by highlighting the company’s philosophy, mission, and interests.

For example, an institutional advertisement might focus on a brand's commitment to sustainability, community involvement, or innovation, thereby enhancing the company's prestige and encouraging consumer affinity. By focusing on the broader organizational aspects, this advertising approach helps establish the company as a leader or a responsible entity within its industry, shaping perceptions that can influence consumer behavior and loyalty in the long run.