This exercise will give you some practice determining the kind of advertising that may be needed to obtain some advertising objectives. Described below are several situations in which some kind of advertising may be necessary or desirable. For each situation:

1. indicate what general (i.e., inform, persuade, and/or remind) objectives the advertising probably could be meant to achieve; and
2. indicate which of the following kinds of advertising would be most appropriate to accomplish that objective and why:

• Institutional - promotes an organization's image, reputation, or ideas rather than a specific product.
• Pioneering - tries to develop primary demand for a product category rather than demand for a specific brand.
• Competitive - tries to develop selective demand for a specific brand
• Comparative - making specific brand comparisons using actual product names.
• Reminder - tries to keep the product's name before the public

1. Charter Hospitals' radio advertisement describes the symptoms and serious consequences of depression, and explains that most health insurance policies cover treatment for this condition. At the end, the ad gives a toll-free number for Charter as the announcer encourages the friends and families of depressed people to "seek help today, even if not from Charter."

Objective____________________________________________________

Type of Ad ___________________________________________________