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

Exercise 6

A resort in Florida wants to develop an advertisement highlighting scuba diving classes. The target market will be college students. Discuss the merits of each of the following approaches. In your opinion, which one would be the best Why Describe a television ad that could be created using the strategy you chose.
a. Hyperbole cognitive message strategy, humor appeal, and demonstration execution
b. Emotional message strategy, emotional appeal, and slice-of-life execution
c. Conative message strategy, scarcity appeal, and informative execution
d. Emotional or resonance message strategy, sex appeal, and fantasy execution e. Comparative message strategy, fear appeal, and testimonial execution