Advertiment Research

12 types of Ads

Creative Strategy Analysis: Crooked Trails

Primary Selling Points (Product or service features: built-in characteristics or product or service itself, including any Unique Selling Proposition (USP));

• Trips, Community Relationships, Culturally Sustainable, Eco-Friendly Travel, Home stays

Primary Benefits (Prospect Points: What buyer gets from using the product or service);

• Fun, unique global experience, lifelong memories and lasting friendships

• Self pride, for helping others.

• Knowledge of self and the world

Consumer Profile of Target Prospect:

1. Demographics (Age, sex, education, income, occupation):

• All ages, sex, educational level.

• Ability to afford trip

• Occupation that allows for extended time off

2. Psychographics (Life-style, attitude, personality traits):

            • Active individuals that enjoy the outdoors

            • Happy, open-minded, outgoing, friendly, personal individuals

            • Interested in global issues, believes in community service, and environmental issues.

 Belief Ad Is Trying to Establish:

        • Tourism doesn’t have to destroy communities but rather can help strengthen their culture and economy.  Tourism shouldn’t happen to a community but with them. Tourism can help make global connections while helping communities in need and teaching others about cultural differences.

•Our world isn’t just what we see everyday.

         •Humans at their roots are all the same.

Reasons Why Prospects Should Believe It:

         • They will grow, learn, and challenge themselves to be a better human.

         • It will save them money

         • They will have lasting friendships

Which of Gunn’s 12 types of ads could I uses?  

Show the Problem:

1. Problem would be that you feel like your life doesn’t have meaning.

2. That you can’t find a trip that gives you everything you looking for.

Comparison:

1.     Show the issues with other travel companies and highlight Crooked Trails competitive advantage.

Exemplary story: 

1.     Tell a story about the travels. Have a element of surprise.

Associate User imagery:

1. Show that everyone can go on a trip, no matter how old, what race income or education level

Unique personality property:

1.     Showcase the uniqueness of the home stay