business Marketing

A local travel agency decides to advertise in the student newspaper on your campus to promote spring break packages. The company hires you to perform the creative work. The marketing department is not sure which type of advertising approach to use. The agency knows that attitude consists of three parts: cognitive, affective, and conative. They also know that an advertisement can appeal to any one of the attitude components. The agency’s management team is not sure which component to use. Consequently, they have asked you to design three advertisements, with one designed to appeal to the cognitive component of attitude, the second to the affective component, and the third to the conative component. After you have finished designing the ads, discuss the pros and cons of each and make a recommendation to the travel agency about which one to use. The ads should be for a 5-day spring break vacation on the beach in Fort Lauderdale, Florida.

Each answer should be about a paragraph (3-5 sentences).

1. Identify the need (or needs) that would begin the consumer buying decision making process in this case?

2. How would the elements involved in an external search affect John and Sandy as they explore their purchase options?  Think in terms of:

 

a.    ability to search

b.    level of motivation

c.    costs versus benefits

3. Explain how John and Sandy could evaluate their options using the following concepts and models:

 

a.   attitudes and values

b.   cognitive mapping

c.   multiattribute

4. What types of marketing messages should each of the three life insurance companies design to reach consumers such as John and Sandy, for either the information search, evaluation of alternatives, or both stages of the buying decision-making process?