Sometimes promotion is used as a device to mislead by providing improper or insufficient information: however, research has shown that misleading p usually does the advertiser more harm than good. Promotion should be better utilized as a method of providing information to prospective buyers to help them make good purchases. 2. Institutional advertising has as its objective the creation of a favorable public opinion toward the real estate brokerage business. It is intended to influence public opinion so that potential sellers or buyers will select a broker rather than sell or buy on their own. Membership or other fees provide the funds to support much of today 's institutional advertising. 3. Brokers group their specific listings into attractive arrangements not only to exhibit their available listing, but also to place their names attractively before the public. A seller in the process of selecting a broker often looks in the classified section of the local newspaper to choose a broker who uses attractive advertising. Thus, the specific ads also act as name advertising.