institutional promotion

Definition

A marketing approach that demonstrates the goodwill of an organization or individual in order to boost its public relations appeal. For many business operators, engaging in active institutional promotion is considered a form of advertising that can increase both brand recognition and overall goodwill.

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  • Samsung used institutional promotion when they set up a neighborhood-wide sign language trick for a deaf neighbor, and then used the video as an ad.

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  • The NBA's image is aided by its institutional promotion which utilizes its athletes and their participation in events such as Habitat for Humanity and local organizations which strive to improve the community.

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  • Our institutional promotion strategy was working well and it made us a lot more popular than I even hoped for.

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