institutional advertising
noun[U]
ukusMARKETING
theadvertisingof anorganization,company, ortypeofproductso thatpeoplehave apositiveopinionof it,ratherthan theadvertisingof aparticularproductorservice:
Themedicalcenterannouncedthelaunchofitsinstitutionaladvertisingcampaign.
See also
image advertising
product advertising