ABSTRACT
Advertising is one of the most essential items in any marketing program—and is perhaps the most misused by people not familiar with its benefits. Advertising is divided into two basic categories: institutional and direct. Institutional advertising is defined as advertising used in selling the name of the "institution," not just in selling the product. The whole key to institutional advertising is repetition. Institutional advertising takes planning because to do it only once, twice, or three times a year is a waste of money. As an example, in a breed magazine, one would have to decide how much money is to be spent annually on institutional advertising, divide it by 12, and then determine the amount of space to be purchased per month. In institutional advertising, it is advisable to have some standard logo, name, print, style, or picture so that the repetition is maximized. Time should be spent analyzing institutional advertising with the desired end result in mind.
