Which of the following is NOT a purpose of institutional advertising?

The correct choice reflects that promoting a specific product is not a purpose of institutional advertising. Institutional advertising is used primarily to build a positive image, enhance goodwill, and improve the overall awareness of a company or organization, rather than focusing on specific products. This type of advertising emphasizes the broader aspects of a business, such as its values, culture, or commitment to community, rather than promoting individual items or services.

Other options focus on the strategic objectives of institutional advertising. Advancing goodwill aims to foster a positive relationship with the public and enhance the company's reputation. Improving market awareness relates to educating the audience about the organization itself, as well as its mission and contributions to society. Highlighting overall services aligns with demonstrating the range of offerings and capabilities of the organization to better position it in the market and create a favorable perception among potential customers.