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frustelle frustelle
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Compare and contrast institutional advertising with advocacy advertising.
Textbook 

Business in Action


Edition: 9th
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eap8eap8
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Institutional advertising is designed to create goodwill and build a desired image for a company rather than to promote specific products. For example, a firm might promote its commitment to sustainable business practices or workforce diversity. Institutional ads that address public issues are called advocacy advertising. With recent efforts to overhaul health insurance in the United States, for instance, many companies with a financial stake in the outcome have been using advertising to present their points of view.

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