Promotion bad hospitality company

Find a good or bad hospitality company or tourist destination ad in print media (i.e.
magazine, tourist guide, or newspaper). Submit 1-2 page (single-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
that may be provided by the instructor, identify each 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.
Components of Promotion Assignment
Please use the following outline for ad’s write-up. Each component will equally
contribute to your total grade. Scan and import a copy of the ad onto the write-up
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, etc.)
Source and Date of Publication: For example, Conde Nast Traveler, 09/01/2009. The
source should be suitable for reaching the target market of the ad (pp. 385-387).
Purpose: Each ad should have a purpose and specific objective(s).The purpose of an ad
would be informative, persuasive, and/or reminder (pp. 362-365, 379-381).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. (p. 365-367).
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, please refer to pages 383-385 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.
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. In general, you will have more to discuss for a “bad” ad in this section.

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