Robert Edward Hotze, 84, a retired advertising executive, died Sunday at Arlington Hospital after a heart attack.

He was a retired senior vice president of Kal, Merrick & Salan, Inc., where he specialized in handling the accounts of banks and other savings institutions.

Mr. Hotze retired in about 1975, but had continued to be active in the firm in a consulting capacity until a few months before his death.

Born in Richmond, he was a graduate of the American Institute of Banking. He served as an officer in two Richmond banks and was a vice president of several syndicated advertising agencies in New York and Chicago before coming to Washington, where he became affiliated with The Washington Post in 1933.

In the late 1930s, Mr. Hotze joined the old Washington Times-Herald. He was financial editor and assistant advertising director there until the paper was purchased by The Post in 1954.

He then joined the advertising firm of Kal, Ehrlich & Merrick, a forerunner of Kal, Merrick & Salan, as vice president specializing in financial advertising accounts.

Mr. Hotze was a member of the National Press Club, the Advertising Club of Washington, the Washington Golf and Country Club and the Virginia Boat Club. He was a charter member of the John Barry Assembly, Fourth Degree Knights of Columbus. He lived in Arlington.

He is survived by three brothers, StocktonM., of Ashland, Va., Charles R., of Kingston, N.Y., and T. Wilson, of Richmond, and two sisters, Lucillle Head, of Arlington, and Helen Keeler, of Richmond.