Final answer:
Institutional advertising is a form of advertising that aims to enhance a company's overall image, in contrast to product advertising, which focuses on selling a specific product.
Step-by-step explanation:
A form of advertising designed to enhance a company's image rather than promote a particular product is called institutional advertising. This type of advertising focuses more on the company as a whole, selling the brand's values, identity, and concept rather than a specific product. In contrast, product advertising directs attention to a particular product, aiming to increase sales for that item specifically. Competitive advertising often compares the branded product against competitors, while pioneering advertising aims to establish a market for a new product or category.
For instance, a campaign may serve to position a company as environmentally responsible, to improve its public perception, and to cultivate goodwill, even if it doesn't directly encourage consumers to purchase a particular product. It is a strategic effort to influence the public's perception and create a favorable long-term brand image.