Final answer:
Institutional advertising is the technique of promoting a company’s reputation and image without mentioning specific products or services. It aims to enhance brand recognition and public perception. This concept is relevant in discussions about the pervasive nature of corporate branding, as explored by Naomi Klein in “No Logo”.
Step-by-step explanation:
The form of advertising that focuses on promoting a company’s image without directly advertising its products or services is known as Institutional advertising. Companies use institutional advertising to build their brand's reputation and influence public perception. A prime example of this would be a commercial that discusses a company's ethical practices or community involvement instead of pitching a specific product.
Naomi Klein’s book No Logo touches on the dominance of corporate branding and its effects on society. In the current era of advertising, strategies like synergistic advertising can bombard consumers with a consistent brand message across multiple platforms, reinforcing brand recognition without necessarily mentioning specific products. This practice aligns with the concept of institutional advertising, where the aim is to cement the company's presence in the consumer's mind.
Institutional advertising or corporate advertising refers to a type of advertising strategy that aims to build the overall image and reputation of a company rather than promoting specific products or services.