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Pioneering institutional advertisements are used for announcements about what a company is, what it can do, or where it is located.
Advocacy institutional advertisements advocate the advantages of one product class over another and are used in markets where different product classes compete for the same buyers.
Competitive institutional advertisements bring the company’s name to the attention of the target market again to assure current users they made the right choice.
Reminder institutional advertisements state the position of a company on an issue and used when organizations make a request related to a particular action or behaviour.
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Reminder institutional advertisements
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