Promotion Assignment – Written Presentation

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Promotion Assignment – Written Presentation
Find what you consider a good or bad hospitality business, Travel Company or tourism organization advertisement in print or other media (i.e. magazine, tourist guide, newspaper, television or social media channel). Submit 2-3 pages (double-spaced) discussing why you think it is good or bad advertising and how it can be improved. Scan and import a copy of the ad onto your page. Using the textbook (Chapter 13) and any other material provided by the instructor, identify the ad’s target market, source (type of magazine, newspaper, etc.), purpose, message content, execution style, and layout and design. Then, evaluate the ad’s effectiveness. A “good” ad has congruity and synergy among all these components (That is, it has the right source, right content, right style, and right layout and design for its target market and purpose). Also, discuss what you would change to further improve the ad’s effectiveness.  And finally, if this advertisement were directed to an audience in another country or region of the world, identify how it would have to be changed.  This is not an optional component- you must suggest at least one change for improvement and share your perspectives on its adaptation in the global context.
Please use each of the categories provided below as headers in your written assignment. This will insure that you cover all of the required material. Each component will equally contribute to your grade for the written portion of the assignment.   Be sure to reference the source and date of publication or release of the ad.
Target Market: Each promotion piece is designed with a target audience in mind. Who is the target market(s) of the ad? Examples would be business travelers, female business travelers, meeting planners, travel agents, investors, senior travelers, families, high rollers, weekend travelers, golfers, general public, and so on. Be as specific as possible and include certain characteristics of the target market (demographics, benefits sought, psychographics).
Purpose: Each ad should have a purpose and specific objective(s).The purpose of an ad would be informative, persuasive, and/or reminder (Refer to pages 358 – 360 and 370 – 371 of the textbook). The specific objectives would be positioning, differentiation, creating an image, communicating certain benefits, obtain immediate action, steal from competitors, etc. An ad may have more than one objective; however, a good ad should not have many objectives not to confuse the target market.
Message Content: The message content of an ad may fall into one or more of the three types of appeals: rational, emotional, and moral. (Refer to page 360 of the textbook).
Message Execution Style: Message execution style is related to how the message is said.  Particularly, the slogan (headline) of the ad should get the attention of the target market. There are different message execution styles a company can use to deliver the desired message; and you should be able to identify the style of the ads of your choice. For a list of message execution styles, refer to pages 375-376 of the textbook.
Layout and Design: This, to a great extent, will contribute to an ad’s attractiveness and eye-catching design, which includes borders, pictures, icons, colors, fonts as well as the layout of text and pictures. (50 points)
Your Suggestions: Once you identify and evaluate the components of your ad, you can go ahead and evaluate its effectiveness as a whole. A ‘good’ ad has consistency and synergy among all these components (that is, it has the right source, right content, right style, and right layout and design for its target market and purpose). The design of the ad will always start with the target market in mind, and all the components discussed above should complement each other in reaching them. There is always room for improvement! In this section, discuss what you would do differently to increase its effectiveness.  Additionally, share your perspectives on how this advertisement would have to be changed if it were directed to an audience in another country or region of the world.

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