Question

The management of Arturo’s Water Park is developing an advertising campaign to communicate the intended message, “Your kids will love you more if you take them to Arturo’s Water Park.” (a) For a print ad in this advertising campaign, suggest some wording for the copy in the ad. Then, describe your suggestions for the artwork in the ad. Which of these two parts of the ad – the copy or the artwork – would likely be more effective in communicating the intended message? Use course material to justify your reasoning. (b) For the print ad you described in Part (a), describe a pretest that would be appropriate. Explain why pretesting is important in advertising. (c) If Arturo’s management uses market segmentation to target this print ad, what is the segmentation variable it should use? Explain your reasoning. (d) Design an experiment to test whether or not this print ad is effective. Describe the test group and the control group of the experiment, and describe the time course of events. What is the dependent variable in your experiment? Explain why both the test group and the control group are necessary for this experiment to have validity.

Answer 1

Answer A1. Suggested wordings for the copy in the ad
Get ready for Arturo’s Water Park !!!
Suggestions for artwork-
1. Use proper combination of colors.
2. Use of powerful headline.
3. Introduce an offer.
4. Urgent call for action.
5. Talk about the fun.
Answer A2
In order to communicate a proper message to the audience both the the artwork and copy in the ad have an equally important role to play. A proper combination of both will get the message across the target audience and result will follow.
Answer B1. A pretest that would be appropriate is making three print copies of the advertisement and conducting a sample surveys with the target audience regarding the message properly been conveyed or not.
Answer B2
Pretesting is important because the suggestion from the individuals can enhance the perception of the brand. This will make a strong connection with the audience. Ad pretesting will reveal the reaction of the individuals on the advertisement. This will let the the brand know that how significant is the produced advertisement
Answer C.
Arturo owater park should use the segmentation variable which involves the families within the close geography who are planning for adventurous water parks in weekends. The segmentation will involve the positioning to those families who have kids and are looking for some kind of adventure and Picnic.

Please like this answer by giving it up vote it will encourage me and I will be thankful to you