In which phase of the customer interaction process would institutional advertising make the MOST sense for a new business?
purchase
awareness
consideration
retention
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.