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

تمرين 5

CRUISING FOR INCREASED PROFITS
Adventure Cruises owns a fleet of ships that tour the Caribbean and the Bahamas and make trips to Hawaii. The company has been in operation for more than 20 years. Recently, there has been a drop in passengers on each voyage. Adventure's leadership believes increasing competition in the cruise ship industry, combined with additional new leisure-time activities, have led to the decline. Some worry that cruise ship tours are viewed as something "old people" do and that Disney has taken away the family cruise business.
To combat these problems, the marketing team at Adventure Cruises has decided on two tactics. First, the department will present a new ad campaign highlighting the advantages the company has compared to other lines. Second, a new type of passenger will be recruited, a "working business vacationer."
Adventure Cruise rebuilt the staterooms on 10 of its ships to accommodate business travelers. These individuals can be members of a company or guests of the company. The idea is to get the customer alone on a ship to conduct business for a series of days, all the while being able to enjoy the many features of cruise travel, including fine dining, gambling, shows, and stops at various ports. The advantage to the company is that it essentially has a "captive audience" when a customer is given a free cruise in exchange for doing business with the company footing the bill. Adventure Cruise intends to take out ads in business magazines and journals, selling these new packages to various business buyers. Adventure Cruise president Henry Crouch points out, "Lots of companies pay really big bucks to rent luxury boxes in football stadiums. They get the customer for what, 4 or 5 hours We can offer them a chance to keep a customer for 4 or 5 days."
Henry hired a large international advertising agency to prepare ads for both regular passengers and the new business- to-business market. Lauren Patterson was the account executive who signed the deal, by emphasizing that she would follow some basic principles. For cruise ship passengers, the ads would pass muster only if they met the following criteria:
1. The eyes have it. The ads must be clear and easy to follow.
2. Never place copy above an illustration. People see the picture first, so if the copy is higher it's ignored.
3. Great visuals work. The idea is to capture attention and interest.
4. Make sure the headlines and visuals blend with the copy. Don't confuse the reader.
5. Don't use confusing visuals. They distract the viewers.
6. Don't use confusing headlines. Readers will leave the message if they don't understand it.
7. Testimonials increase believability and readership. Provide them whenever possible.
8. Size matters. The ad must be big.
9. Keep it simple. Readers are not as interested in the product as you are, so make the ad easy to follow.
10. Break the rules. Be creative.
In the business-to-business marketplace, three problems routinely occur. Lauren is going to insist that the ads avoid these problems. She calls them the ABC sins in business-to-business marketing. The problems are:
a. Ads that are not visually appealing
b. Ads that are abstract rather than designed with a human appeal
c. Ads that fail to emphasize the benefit to the business buyer
Henry realizes that these two markets (regular passengers and business customers) are somewhat distinct. Still, he believes Adventure Cruises should speak with one voice. He believes his company has three major advantages: better food, unusual entertainment, and excellent service. He wants to be sure that Lauren incorporates these three elements into the ads that appear on television and in the trade journals that they select.
1. Design a print ad for Adventure Cruises' regular passengers.
2. Design a print ad for Adventure Cruises' business customers.
3. What type of testing should be done during the design phase of the advertisement
4. What type of testing should be done after the ad is designed but prior to placing it in a magazine or other print media
5. What type of testing should be done after the advertisement is launched How can the effectiveness of the advertisement be measured