Running head ADVERTISING PLAN AND CREATIVE BRIEF 1 Advertising Plan and Creative Brief Dr Shirley Todd McLaughlin Team A MKT 447 June 11 2012 ADVERTISING PLAN AND CREATIVE BRIEF 2 Advertising Plan and Creative Brief Organizations constantly compete to meet company objectives Most objectives involve growth and profit However meeting these objectives involves much more than offering quality products and services thus organizations hire ad agencies to develop solutions Identifying the role of advertising is an important step toward success Likewise companies must recognize the influence of advertising on specific target markets Baderman Island Resort for example appeals to consumers who take family vacations romantic getaways active leisure activities business conferences and weekend escapes Although Baderman is successful the company can find more success in targeting a specific market such as family vacations To improve sales Baderman will need an advertising plan that connects family vacationing consumers to the services and products offered at the resort Objectives Statement Baderman Island strives to meet the needs of all its guests by offering guests a variety of amenities However Baderman needs to re direct their focus to family vacations Understanding the status of current marketing helps depict what objectives can help Baderman excel in marketing and advertising The most important step of the advertising plan is to develop an objective statement which covers need satisfying objectives and sales target objectives Both types of objectives encompass the corporate objectives Need satisfying objectives focus on customer needs and perceptions whereas sales target objectives focus on quantitative or measurable goals Arens Weigold Arens 2008 Likewise need satisfying objectives give ADVERTISING PLAN AND CREATIVE BRIEF 3 management a broader business perspective to see through the customer s eyes and sales target objectives focus on how the objective will apply to organization goals Therefore Baderman Island s marketing objectives are to maintain an annual family guest check in rate of 30 increase family vacation stay to five or more days and achieve a family guest return rate of 20 These objectives embrace the need satisfying portion by changing management s specific focus in a new direction toward family vacations The sales target portion should be introduced through measurable objectives Support Statement The marketer then identifies what brand contacts and what changes in attitude are required to support the consumer s continuance or change of purchase behavior Arens Weigold Arens 2008 p 251 Maintaining an annual family guest check in rate of 30 increasing family vacation stay to five or more days and achieving a family guest return rate of 20 requires extensive research to develop an effective advertisement campaign Changing purchase behavior means Baderman must identify its target market s needs wants and perception The resort wants more family guests to vacation at the resort Fortunately Baderman already offers many family recreational activities and amenities Because families are a large percent of Baderman s customers the organization can use this position to entice more family vacationers to visit to boost sales Advertisements should appeal to parents and children Current and new customers need to be aware of what Baderman has to offer family vacation goers Tone or Brand Character Statement Advertisements for Baderman Resorts should focus on family relaxation family fun and a family get away Baderman Resorts advertisements will show families a relaxing view through ADVERTISING PLAN AND CREATIVE BRIEF 4 the tone of family friendly activities and amenities offered to guests with the message of why families would want to stay five or more days and return in the future Additionally advertisements showing family discounts will encourage families to stay Baderman has varieties of activities in addition to family discounts so families can enjoy the advantages and money savings as well Rational and Emotional Appeals Rational appeal will focus on the value of visiting Baderman Resorts from a financial standpoint through package deals and discounts that cover a variety of activities within the resort focus on quality family time and relationship building and provide personal relaxation time for parents while children partake in fun group activities Emotional appeal can be set through soft lighting sunset views and inviting musical themes that set the tone for an inviting relaxing place to vacation Likewise advertisements will show images of family togetherness and activities involving different age ranges participating in several of the resort s offerings Emotionally parents can relive their childhood as well as provide a happy childhood experience for their children Happiness and togetherness plus solitude are what Baderman Resorts will offer to vacationers with an emphasis on family Brand Personality or Image of the Product The family oriented theme is the image Baderman Island Resorts will display through this campaign The campaign focuses on family activities involving all ages and family discounts which help reinforce this image Baderman Resorts will provide a happy and relaxing get away for family vacationers by providing family oriented activities and fun for any age group in addition to discounting longer stays such as five or more days The personality will ADVERTISING PLAN AND CREATIVE BRIEF 5 remain positive by focusing on the time families spend at the resort and their experiences while Relationship between Consumer Behavior and Target Market Baderman Island Resort must research consumer behavior on the mental and emotional processes of consumers who purchase and use the services to satisfy specific needs and wants Arens Weigold Arens 2008 The appropriate research on consumer behavior will ensure Baderman understands the relationship between the consumers and target market of family visiting vacationing Baderman Island s marketing and advertising team will focus on reaching potential customers and influence customer awareness attitude and purchasing behavior The marketing and advertising team must first evaluate the consumer decision process which is the behavior and steps of consumers making a purchasing decision Goods and services fulfill consumer s personal needs and wants Psychologically the motivation must be present for the consumer to determine the decision to