These two types of advertising serve very different purposes:

• Informational Advertising: Used when a new product is first being introduced. The primary goal is to make consumers aware of the product's existence, name, features, and uses. Example: When SUVs were first introduced, manufacturers ran informational ads explaining what they were and why consumers might want one.
• Institutional Advertising: Takes a broader view, promoting the benefits, concept, idea, or philosophy of a particular company or industry — not a specific product. It focuses on building a positive corporate image. Example: A lumber company running ads about its tree-replanting programme to project an environmentally responsible image.

Institutional advertising is closely related to public relations, as both aim to shape public perception of the organisation rather than drive immediate product sales.

Letters in SMALL: A, L, L, M, S (sorted: A, L, L, M, S). Note L repeats twice.

Words starting with A: remaining letters M, L, L, S — arrangements $= \frac{4!}{2!} = 12$

Words starting with L: remaining A, L, M, S — arrangements $= 4! = 24$

Words starting with M: remaining A, L, L, S — arrangements $= \frac{4!}{2!} = 12$

Words starting with SA: remaining L, L, M — arrangements $= \frac{3!}{2!} = 3$

Words starting with SL: remaining A, L, M — arrangements $= 3! = 6$

Words starting with SM: next is SMA... then SMALL itself.

Words starting with SMA: remaining L, L — arrangements $= \frac{2!}{2!} = 1$ (i.e., SMALL itself is next after SMAAL... )

Total before SMALL: $12+24+12+3+6=57$, so SMALL is at position $\mathbf{58}$.

Channel capacity is a technical concept from Shannon's information theory. It describes the maximum throughput of information a given channel can reliably carry. The textbook illustrates it with the checker-on-a-checkerboard analogy: if you ask randomly whether a checker is in any of 64 specific squares one by one, you may need up to 63 questions (inefficient). But by consistently halving the remaining possibilities (e.g., “Is it in the top half?”), you can identify the exact square in no more than 6 questions. This halving strategy is maximally efficient because it extracts the maximum information from each question, approaching the theoretical channel capacity. Channel capacity is also affected by noise — a noisy channel has lower effective capacity because some information is inevitably lost or corrupted in transmission. Modern data transmission rates (measured in bits per second or bandwidth) are a direct application of Shannon's channel capacity theory.