Target Market

Target Market

Promotion Assignment (20 Points)

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
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