What you consider good or bad hospitality business

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Reference no: EM132296122

Find what you consider a good or bad hospitality business, travel company or tourism organization advertisement - which includes images and messaging - in print, broadcast or other media (i.e. in a magazine, tourist guide, brochure, newspaper, television, poster, flyer, promotional video or social media campaign). Submit 2-3 pages (double-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 resources you find helpful, identify the 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. And finally, if this advertisement were directed to an audience in another country or region of the world, identify how it would have to be changed. This is not an optional component- you must suggest at least one change for improvement and share your perspectives on its adaptation in the global context.

You MUST use each of the categories provided below as headers in your written assignment. This will insure that you cover all of the required material. Each of the components below will contribute to your grade for the written portion of the assignment (see the number of points assigned to each), and this will serve as the basis for your video presentation. Be sure to reference the source and date of publication or release of the ad.

Target Market: Each promotional initiative is designed with a target audience in mind. Which audience is the target market of the advertisement you've chosen? Identify the geographic, demographic, psychographic, and/or behavioral characteristics to which the advertisement is appealing. Does the ad reflect a market-coverage strategy of undifferentiated marketing, differentiated marketing or concentrated marketing?

Purpose: Each ad should have a purpose and specific objective(s).The purpose of an ad would be informative, persuasive, and/or reminder (Refer to pages 358 – 360 and 370 – 371 of the textbook). The specific objectives would be positioning, differentiation, creating an image, communicating certain benefits, obtaining immediate action, stealing from competitors, and so forth. An ad may have more than one objective; however, a good ad should not have so many objectives that it confuses the target market. What are the apparent purpose and objectives of the ad you've chosen?

Message Content: The message content of an ad may fall into one or more of the three types of appeals: rational, emotional, and moral. What is reflected in the ad's headline and copy that supports the type of appeal you've identified as associated with the ad you've chosen? (Refer to page 360 of the textbook).

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 (slice-of-life, lifestyle, fantasy, mood or image, musical, personality, technical expertise, scientific evidence or testimonial evidence). What is the message execution style utilized for the ad you've chosen, and what caused you to come to this conclusion? (Refer to pages 375-376 of the textbook.)

Layout and Design: The ad's layout and design, to a great extent, will contribute to an ad’s effectiveness in attracting attention and creating interest from the target market. Some aspects of layout and design include borders, pictures, graphics, icons, colors, fonts, music, narration, animations, and characters, as well as the positioning or flow of the ad. What are the layout and design elements that are integrated into the ad you've chosen?

Your Suggestions: A ‘good’ ad has consistency and synergy among all of the advertisement's 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, present at least two things you would do differently to increase the effectiveness of the ad you've chosen. Additionally, share your perspectives on how this advertisement would have to be changed, adjusted or adapted if it were directed to an audience in another country or region of the world.

Citation & Structure: Designate the source and date of release of the ad (where you found it and the date of the campaign). Formatting, spelling, grammar, and syntax will be a component of grading. If you need help with ensuring that these are in order, you may want to seek input from the writing centerLinks to an external site..

Reference no: EM132296122

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