The Protein Foods Association of India is interested in developing a campaign to educate people about the nutritional value of food items in their diet. They thought that public ignorance on the protein deficiency in the diet is one of the major factors responsible for the lack of adequate protein diet. Therefore they thought that a suitable advertisement programme would improve the situation considerably. The case describes the objectives of the association the dimensions of the advertising problem. Questions like target data, messages, media are discussed. This can be used to illustrate the dimensions of advertising problems.