Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 7

A local travel agency decides to advertise in the student newspaper on your campus to promote spring break packages. The company hires you to perform the creative work. The marketing department is not sure which type of advertising approach to use. The agency knows that attitude consists of three parts: cognitive, affective, and conative. They also know that an advertisement can appeal to any one of the attitude components. The agency's management team is also not sure which component to use. Consequently, they have asked you to design three advertisements, with one designed to appeal to the cognitive component of attitude, the second to the affective component, and the third to the conative component. After you have finished designing the ads, discuss the pros and cons of each and make a recommendation to the travel agency about which one to use. The ads should be for a 5-day spring break vacation on the beach in Fort Lauderdale, Florida.