1. Institutional advertising: It presents information about the advertiser’s .business, or it tries to create a favourable attitude towards the organisation. For example, to build goodwill or image. Thus, it is basically not intended to sell a specific product directly, but is solely aimed at creating a particular positive image for the company by building prestige and public respect for it. It is a long term and sustained effort. Advertisements undertaken to promote admit education, family planning, commercial harming, public hygine, safe driving, energy conservation, environmental protection are examples of institutional advertising.
2. Persuasive Advertising: This type of advertising is designed to persuade to consumers to buy a product or service or to support an idea. It is undertaken primarily by business firms. Advertisements of Colgate toothpaste, cocacola soft drinks, lux soap, cadbury chocolate, Me Donald burger are examples of persuasive advertising.
