Running head ADVERTISING CREATIVE AND MEDIA STRATEGIES 1 Advertising Creative and Media Strategies Team A MKT 447 June 25 2012 Dr Shirley Todd McLaughlin ADVERTISING CREATIVE AND MEDIA STRATEGIES 2 Advertising Creative and Media Strategies Advertising is a tool to communicate to the audience of the company s product or service to build brand awareness and to capture the consumer s attention and needs The key to ensure consumers remember the advertising message is for the advertising campaign to be creative with the message and choose the appropriate media outlets to be effective Otherwise the advertising message will become lost in the noise and clutter of other advertisements Analysis of Baderman Island Baderman Island Resort is well known as a premier vacation destination because the resort accommodates family vacations conventions and romantic getaways with its three different hotels There are many unique selling points Baderman offers to guests at the resort The island offers five all inclusive restaurants serving quick snacking buffet and seven course meals Island activities include kayak tennis canoe boat rock climbing snorkeling scuba fishing spa golf and many more Additionally a marketing strong point for Baderman is the easy to navigate website so customers may obtain information such as guest blogs weather accommodations amenities restaurants visitor s information and photo gallery Marketing Situation Moreover the resort has a good marketing situation A marketing situation is a factual statement of the organization s current situation and how it got there Arens Weigold Arens 2008 p 238 Baderman s current marketing situation is its unique restoration of the land and the Kelsey River In 1988 the City of Kelsey agreed on redirecting the Kelsey River which would ruin the gardens however Baderman assisted the project and decided to create an island resort to protect and flourish the botanical gardens Apollo Group Inc 2005 2006 2012 The ADVERTISING CREATIVE AND MEDIA STRATEGIES 3 resort is surrounded with acres of botanicals to protect the rare endangered butterflies consisting of 12 species Target Audience Analysis For an effective campaign the target audience should be analyzed by psychographics demographics and lifestyle The target audience for this campaign is families with the objective for those families to stay longer and return for future family vacations Researching the target audience s psychographics helps define the what how when and where of vacationers needs Moreover the campaign must integrate social and cultural factors plus demographics of income age and educational backgrounds Knowing the interests of the customers how they think lifestyle their activities interests and opinions will help in setting up target markets Interest attitude and opinion are known as IAO variables Apollo Group Inc 2005 2006 2012 Family vacationers want family fun in the warm seasons in a visually attractive zone at a decent package price This target audience is likely to have mid range household income and live mainly within the United States but also includes international travelers Creative Strategies Adopting creative strategies is essential to further develop the advertising campaign especially in consideration of the target audience Building a creative strategy for Baderman Island Resort consists of four questions which are who what how and why Who consists of location age family status income life stage and travel patterns What consists of what the advertiser wants the customer to learn about the resort Appealing to the needs and wants of the target customer is very important Likewise finding why customers like spending time at Baderman can be addressed with questions like if the vacation were a good deal if the guests had a chance to relax and if desired activities were available The type of message the campaign says ADVERTISING CREATIVE AND MEDIA STRATEGIES 4 to the customer should include how Baderman compares to competitors or why spending family vacations each year would be a benefit to the customer The campaign should identify what activities are more popular by researching visitors and set up group activities according to the most popular and lower the price for these packages Another important point is identifying when customers visit and why the target audience visits during these times Furthermore the creative strategy needs to ask specific questions such as what is the benefit and selling proposition who is the advertiser making the message for why should the customer believe in the message and how to deliver the message by how the target audience receives information from Baderman Island Resort Determining when the target audience sees the information depends on when great deals are happening at the resort and knowing when the target audience goes on vacation Message Platform A part of creative strategies is developing the message platform The message platform for Baderman is brand building Baderman Island Resort has a good clientele mix but is hoping to build the brand more with families The message needs to be delivered at the time the customer reserves his or her stay and reminded throughout the year so the message is not forgotten Baderman needs to be the preferred resort of choice For example a seasonal plan would have to be sent out throughout the year as a reminder and so the customer can plan vacations per season Putting the message on a flight schedule to run unevenly throughout the year during periods that the targeted repeat customers plan their visits is the best form of delivering the message Similarly this increases customer awareness Positioning Statement ADVERTISING CREATIVE AND MEDIA STRATEGIES 5 Baderman is an island resort in the tropics that has family vacation activities for every member of the family This resort s positioning statement proves why Baderman stands apart from competitors The resort is suited to accommodate a variety of guests Among the three hotels on the island and the lovely garden atmosphere the island has several eateries and small shops that have local customized wears for sale Activities range from kayaking tennis canoeing golfing rock climbing snorkeling scuba diving fishing golf a botanical garden and many more activities for the whole family to enjoy Not many competitors can offer as many amenities as Baderman Likewise competitors tend to focus on one type of customer rather than accommodate a variety of guests the way