Institutional or corporate advertising may have a. reminding as an objective. A product advertisement is centered around selling a product. On the other hand, an institutional ad's goal isn't to sell a product, but to raise awareness of the brand, strengthen customer loyalty, remind the customers that the brand is there with all of its meaning and story behind it, even if they don't need their product right now (if they do need it, all the better). It is a strategy of exposure. When I see a compelling Nike corporate ad, I probably won't rush to the nearest store and buy their product if I don't need it right away. But as soon as I start needing a pair of sneakers, I will recall the Nike ad.
