Kronos Inc, a car manufacturer, makes a car called Hover that runs on the force generated by super magnets. Kronos is the first company to use super-magnet technology in automobile manufacturing, aiming to reduce dependency on non-renewable fuels

If Kronos plans to release television advertisements about Hover, what kind of advertising objective should it pursue when introducing the new product into the market?

(Students' answers may vary. The answer given below is indicative.)
Hover uses a new technology in its production, and its advertisement should reflect that. Introducing a new product and potentially creating a new market requires an advertising campaign that stresses on its uniqueness and usability. The best advertising model to follow for Hover would be informative advertising. Informative advertising is used heavily when introducing a new product category. In this case, the objective is to build primary demand.