Write a short note on institutional advertisement and persuasive advertising.

Institutional Advertising — The aim of institutional advertising is to build a favourable image of the organisation rather than to promote the sale of a product or service. The emphasis is on enhancing the goodwill and reputation of the company. Many corporates use institutional advertising to highlight their contributions to society, ethical practices, or corporate values.

Persuasive Advertising — Persuasive advertising is designed to persuade consumers to buy a product or service or to support an idea. The main objective is to influence the buying behaviour of consumers. It tries to convince consumers that the advertised product is better than competitors' products. It often uses emotional appeals, testimonials, and comparisons.