x x Ad Av > = Ov Heading 2 Normal Styles Pane 2. A print ad shows an insurance adjuster with a clipboard in hand watched by a family with grateful expressions on their face. The only "copy" is a single line: "You're in good hands with Allstate." 1 Objective Inform - that their save with the company Type of Ad Pioneering - let people to develop primary demand for what the looking rather than demand for a specific brand. I English (United States) Focus 4 = HE a Heading 2 Normal Styles Pane Discussion Board Activity 15-1: Advertising objectives and kinds of advertising Learning Objective This activity helps achieve the following learning objectives from Essentials of Marketing: LO15.2: Understand why a marketing manager sets specific objectives to guide the advertising effort. L015.3: Understand when the various kinds of advertising are needed. Assignment 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: a) indicate what general (i.e., inform, persuade, and/or remind) objectives the advertising probably could be meant to achieve; and b) indicate which of the following kinds of advertising the firm is using 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