Problem: Based on my research, one of the promotional tools being used by healthcare organizations is advertising, specifically through the use of wellness billboards inside Walgreens and CVS pharmacies. The communications message or theme of the wellness billboard advertising appears to be promoting the healthcare organization's role as an active public health institution. The billboards offer sanitizing wipes, which conveys a message of promoting health and wellness. The objective being supported by this strategy seems to be brand awareness and need recognition. By placing their brand and messaging in high-traffic pharmacy locations, the healthcare organization is aiming to increase visibility and associate themselves with health and wellness. The wellness billboard messaging presents useful information about the availability of sanitizing wipes in a clear and simple manner. This conveys the organization's commitment to public health in an appealing way that is likely more positive than competitors who do not offer such services. The messaging convinces consumers of the organization's role as a health-focused institution. The creative strategy being used appears to be a rational appeal based on the service's value proposition. By offering free sanitizing wipes, the organization is positioning itself as a provider of useful health-related products and services. This is: