In which phase of the customer interaction process would institutional advertising make the MOST sense for a new business?

Question

purchase

awareness

consideration

retention

Answer 1

In the awareness phase.

Institutional advertising is typically aimed at building brand awareness and shaping perceptions of a company among target customers. For a new business, it would be most effective to use institutional advertising in the awareness phase to introduce the brand to potential customers and establish a positive image before they move on to the consideration and purchase phases.