ASSIGNMENT 1

Institutional Advertising

Institutional advertising is the process of marketing & promoting a company, corporate, firm or institution
rather than its product or service with focus on values, heritage or social responsibility thereby projecting a
positive brand image.

The main objective of institutional advertising is to build a positive image and to generate goodwill about a
particular industry, rather than to promote sales. The benefits, ideas and philosophies of the business are
conveyed in a lucid manner. Because of its attempts to create a positive image, it is closely related to public
relations. In this, the organization markets itself rather than its products.

Institutional advertising is also referred to as corporate advertising or institutional promotion. It does not
attempt to sell anything directly. Institutional advertising just informs the public of what the institution is
doing for the society in terms of education, health, environment, etc.

The channels used for institutional advertising may be radio, television, print and digital. Institutional
advertising promotes a company while promotional advertising promotes a company’s products & services.

Instructions:

 Read Module 5 – Media in a World of Change Media Basics

 Create an Institutional Advertising for TUP CAFA – Fine Arts

1. How will you promote TUP CAFA – Fine Arts values and social responsibilities?
2. How do you portray the image of TUP CAFA – Fine Arts?

NOTE: MUST HAVE A GOOD COPY AND PROMOTION OF THE DEPARTMENT OF

FINE ARTS

 Type: Print Ad - Billboard

1. In digital art

 Short description of your artwork

 Size: file size submission A3 – horizontal approach

NOTE: ARTWORK MUST NOT POSSES POLITICAL AFFILIATION

TYPE OF SUBMISSION:

 Jpeg or pdf file

 MS Teams
SAMPLES OF INSTITUTIONAL ADVERTISING