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euclidesmariquel8
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To properly cite sources for the content related to institutional and product

advertising, we can use general academic references on marketing,


advertising strategies, and related literature. Since the original document
doesn’t specify the sources, here are some reliable sources that you can use
for citation in APA format, derived from marketing and advertising literature:

### Institutional Advertising

1. **Belch, G. E., & Belch, M. A. (2021).** *Advertising and promotion: An


integrated marketing communications perspective* (12th ed.). McGraw-Hill
Education.

- This source discusses various advertising strategies, including


institutional advertising and brand promotion.

2. **Keller, K. L. (2013).** *Strategic brand management: Building,


measuring, and managing brand equity* (4th ed.). Pearson Education.

- Provides insights into branding, brand recognition, and the effects of


advertising on brand loyalty and consumer perceptions.

### Product Advertising

1. **Kotler, P., & Armstrong, G. (2020).** *Principles of marketing* (18th ed.).


Pearson.

- This book covers competitive, comparative, and pioneering advertising


strategies, as well as the importance of product advertising in differentiating
products.

2. **Shimp, T. A., & Andrews, J. C. (2017).** *Advertising, promotion, and


other aspects of integrated marketing communications* (10th ed.). Cengage
Learning.

- Explores the functions of product advertising, including how it targets


specific audiences and showcases product features.

### Revised Text with Citations


### Institutional Advertising

Institutional advertising, also referred to as corporate advertising, is a


strategy that focuses on promoting the organization as a whole, rather than
a specific product. It aims to enhance the company’s brand image, improve
its reputation, and attract customers by focusing on the organization’s
values, mission, and overall offerings (Belch & Belch, 2021).

#### Functions of Institutional Advertising

- **Brand Promotion**: This strategy increases overall brand recognition and


creates positive associations with the organization’s offerings. It highlights
the organization’s status within the industry and showcases the range of
products and services it offers (Keller, 2013).

- **Image Promotion**: Institutional advertising establishes a specific image


—whether symbolic or direct—that resonates with the attitudes, emotions, or
lifestyles of consumers. This helps to build trust and loyalty across the
organization’s entire product line, rather than focusing on individual products
(Belch & Belch, 2021).

- **Core Message**: The core message in institutional advertising is often


tailored to address consumer desires or needs. It emphasizes how the
company’s products or services fulfill these needs while aligning the
message with the brand’s values (Kotler & Armstrong, 2020).

#### Advantages of Institutional Advertising

- **Increases Customer Loyalty**: By aligning the organization’s core values


with consumer interests, institutional advertising fosters loyalty, especially
when customers can expect consistent quality from the brand (Belch &
Belch, 2021).

- **Boosts Brand Recognition**: A recognizable brand image or logo


increases customer awareness and sales as customers begin to associate the
brand with positive attributes (Keller, 2013).
- **Encourages Consumer Referrals**: Loyal customers become advocates
for the brand, recommending its offerings to friends and family through
word-of-mouth marketing (Shimp & Andrews, 2017).

### Product Advertising

Product advertising, on the other hand, is more focused on promoting a


specific product rather than the organization as a whole. The primary goal is
to highlight the product’s unique features, benefits, and uses to target
potential buyers (Kotler & Armstrong, 2020).

#### Functions of Product Advertising

- **Competitive Advertising**: This strategy is used when launching a


product in a competitive market. Companies highlight features that
differentiate their product from the competition, using language that
positions their offering as more valuable or beneficial (Kotler & Armstrong,
2020).

- **Comparative Advertising**: In comparative advertising, companies


directly compare their product with a competitor’s product. This method aims
to demonstrate superior performance, features, or pricing (Shimp & Andrews,
2017).

- **Pioneering Advertising**: When entering a new market with no direct


competitors, pioneering advertising focuses on demonstrating how the
product solves a specific problem (Belch & Belch, 2021).

#### Advantages of Product Advertising

- **Increases Demand**: By using competitive or comparative advertising


techniques, companies emphasize what makes their product the best, thus
increasing consumer interest (Kotler & Armstrong, 2020).

- **Demonstrates Use Cases**: Product advertising allows businesses to


showcase the various uses of a product, clearing up any misconceptions and
demonstrating the product’s value (Shimp & Andrews, 2017).
- **Targets Specific Audiences**: Through market research, companies can
tailor their advertising strategies to address the needs and preferences of
specific target audiences (Keller, 2013).

### References

Belch, G. E., & Belch, M. A. (2021). *Advertising and promotion: An integrated


marketing communications perspective* (12th ed.). McGraw-Hill Education.

Keller, K. L. (2013). *Strategic brand management: Building, measuring, and


managing brand equity* (4th ed.). Pearson Education.

Kotler, P., & Armstrong, G. (2020). *Principles of marketing* (18th ed.).


Pearson.

Shimp, T. A., & Andrews, J. C. (2017). *Advertising, promotion, and other


aspects of integrated marketing communications* (10th ed.). Cengage
Learning.

This structure provides clear sources for both the institutional and product
advertising sections. You can adjust the citations to fit the specific content of
your document if needed.

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