Student Project sona high is also not sure which component to use, Co they have
ID: 3283554 • Letter: S
Question
Student Project sona high is also not sure which component to use, Co they have asked you to design three advertise CREATIVE CORNER Consequemly ing A local travel agency decides to advertise in the stuendesigned to newspaper on your campus to promote spring break tude, the seco packages. The company hires you to perform the creative the conative component work. The marketing department is not sure which type ofthe ads, discuss the pro advertising approach to use. The that attitude consists of three parts: cognitive, affective, and conative advertisements, the cognitive component of one designed to appeal to be the second to the affective component, and the thto mponent. After you have finishedu ird a Tee sement can appeal to any one The ads should be for a 5-day spring break vacation on the e agency's management team beach in Fort Lauderdale, Florida ogtive, afective, and conative. ommendation to the travel agency about which one to of the attitude components. The teamExplanation / Answer
Design Principles:
Cognitive:
Humans enjoy doing things that they are very good at – for example, a Java programmer will enjoy programming in Java and may not like to code in Visual basic dot net – and vice versa. A doctor may enjoy curing patients than doing computer programming – as he knows the former better than the latter – Cognitive Ads are based on this principle – making people to do what they are strong at or good at.
Here we present the arguments in a rational form to the consumers – in our case the students who may visit our holiday spot in Florida. The main information we try to convey is the attributes (characters, qualities) of the tourist spot – sandy beaches, sunny sun baths to get a skin tan, walk trails etc and the subsequent benefit they get out of a trip to Florida fort. This must have a positive impact on the belief and knowledge of the reader, the student, and subsequently convince him to take the offer. Here we do cognitive processing and provide a Generic message. Preemptive messages like comparative statement – 6 times cost effective than a trip to Disney land etc; make the sales proposition non duplicative or unique and provide facts to substantiate the unique proposition presented ahead
Affective:
Here we kindle or induce the hidden feelings and emotional attitudes of the consumers and try to equate those feelings to our products and services at the fort Florida. This must make the students to go and make the bookings for the tour to Florida fort. We must present things that will appeal to the reasoning attitudes of the consumer. “What is in it for me?”
Resonance affective method will connect the present and past and develop a match. Emotional affective includes kindling feelings like passion, how glamorous the fort will be, etc.
Conative:
Direct stimulus to create an interactive consumer response.
Subject matter common to all the 3 types of Ads:
“Hey, Watch out - This spring, take your ideal holiday in Fort Lauderdale, Florida. Why Fort Lauderdale, Florida? The city of Florida has made the Fort Lauderdale, as a major tourist attraction since history. Located at the sunny beaches of Eastern border line of the southern coastal area, get your sun tan in the sandy beaches, build your sand castles, play the beach volley ball, and do not forget the boating. Plenty of parking off the ocean side freeway (A1A); Eat out in restaurants – relish our mouth watering recipes; - Check out the international swimming hall of fame, pools and the memorabilia museum. Take selfie with the state park at wake up to watch the wilderness at Birch Taylor Hugh, check out the lagoons, and take a bush walk along the forest trails. Enjoy the area of close to 100 square kilo meters, the weather is fine at a pleasant 15 degree centigrade, with fresh southerly winds at 7 nautical miles, and humidity above 70% hence you can enjoy sweating playing beach volley ball and boost your health. So, do not sit back and miss your – book your seats now – hurry limited seats – act before they all gone.”
(Add the respective parts below to this common header part above to get the 3 types of Ads for the same holiday program.)
Cognitive advertisement for “a 5-day spring break vacation on the beach in Fort Lauderdale, Florida”:
Get benefited in the sun and get skin tan in the sandy beaches, get entertained by building your own sand castles, get exercise benefits by playing the beach volley ball, and do not forget the boating. Plenty of parking off the ocean side freeway (A1A); Eat out in restaurants – relish our mouth watering recipes; - Check out the international swimming hall of fame, pools and the memorabilia museum. A trip to the fort Florida is 5 times cost effective than the trip to Grand Canyon, 20 times lesser costing and more spacious hotels than Las Vegas, 10 times more entertaining than Golden Gate Bridge of San Fransisco, and 10 times higher customer quality reviewed than Orlando Universal Studios. Hence this is certainly better than the best and will stand out of the crowd. The only tourist spot that is within 6 hours of drive from your university and having more than 10 degree centigrade of weather at this time of the year is Fort Florida.
Affective advertisement for “a 5-day spring break vacation on the beach in Fort Lauderdale, Florida”:
Enjoy the luxury of cruises on the beach, Taste the pleasure of mouth watering dishes in beach resorts and eat outs, 70% of the visitors in the last 2 years, mentioned, they will come back again to Fort Florida, 90% of the visitors in the last 5 years said they had a great holiday experience, 79% of the vistors rated it above 95% value for their money; Hence there is no reason for you to miss it – The Fort Florida – your dream holiday spot. We provide 7% of our profits to charity, we had adopted 2 schools in our locality and we follow Corporate Social Responsibility (CSR).
Conative advertisement for “a 5-day spring break vacation on the beach in Fort Lauderdale, Florida”:
Book before 24th Nov 2016, to get 50% off on all hotel accommodations, and 75% off on all rides on the theme park in Fort Florida. Call within 2 hours to get the promotional code.
Thank you ...
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