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The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages.Toyota will likely advertise its new vehicle,the Venza,on TV and in major national magazines.It is possible that the ads could focus on the features of the Venza and its most likely competitor,the Ford Edge.Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad,while mentioning only the Toyota brand and its company's strengths.Finally,Toyota will probably continue to advertise updates of its cash cow brands,the Camry and the hybrid versions of its SUVs.
-Refer to Scenario 17.1.The advertising mentioned above in which Toyota features all brands of the company would be an example of

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Institutional advertising is a type of advertising that aims to showcase the company's values, culture and strengths. In this case, Toyota is considering an ad that features all of its brands while highlighting only the Toyota brand and its company's strengths, which falls under the category of institutional advertising.

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