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At a point below the IS curve,
Institutional Advertising
Advertising aimed at creating a positive image of an organization or company as a whole, rather than promoting individual products or services.
Goodwill
The intangible asset represented by a business's value that exceeds its tangible assets, often arising from brand reputation, customer relations, or patents.
Concepts
Fundamental ideas or general notions that form the foundation of thinking, understanding, or creating in various domains.
Public Issue
The offering of shares by a company to the public in order to raise capital.
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