These two types of advertising serve very different purposes:

• Informational Advertising: Used when a new product is first being introduced. The primary goal is to make consumers aware of the product's existence, name, features, and uses. Example: When SUVs were first introduced, manufacturers ran informational ads explaining what they were and why consumers might want one.
• Institutional Advertising: Takes a broader view, promoting the benefits, concept, idea, or philosophy of a particular company or industry — not a specific product. It focuses on building a positive corporate image. Example: A lumber company running ads about its tree-replanting programme to project an environmentally responsible image.

Institutional advertising is closely related to public relations, as both aim to shape public perception of the organisation rather than drive immediate product sales.