Project page 77 Lecturer: Introduction An advertisement design plays a vital role of influencing consumer buying behavior. Therefore, various organizations employ marketing professionals to design for them an appropriate advertisement design that may effectively influence consumer buying behaviors (Picken, 2010). This project focuses at developing three advertisements that may be used by local travel agency to promote its spring packages. 1. Three designs that may be employed by local travel agency to promote spring packages Buyers differ in terms of their attitude and behavior as well as their perception towards a particular product or services.
Therefore, marketing professionals utilize different marketing strategies to take care of different customers need (Landa, 2010). This may be achieved by developing different marketing designs that consist of the three major components of an attitude such as; cognitive, effective as well as co native component (Landa, 2010). a) Cognitive component of attitude Involve combination of perception, knowledge and experience concerning a particular product or service. b) Effective component of attitude This component involves a combination of consumer’s feelings and emotions towards a particular product or a service that is being advertised (Picken, 2010).
In this project this design may appear as follows; You can’t afford to miss this! “Local travel Agency is now offering an amazing travel discount of 50% to all students attending a 5-day spring break vacation at Lauderdale Florida. All students are encouraged to come at have fun after along hectic semester. Source: http: //travel. usnews. com/Fort_Lauderdale_FL/Pictures/Fort_Lauderdales_New_River_1264/ Effective components in this design include: 1. Have fun after long and hectic semester. 2. You can’t afford to miss this! c) Conative component of attitude This component reflects the intension of a consumer when making a purchase decision.
It reflects what makes consumers behave the way they behave (Landa, 2010). In this case the design may be as follows; All students are encouraged to take a 50% travel discount provided by a local travel agency in a 5-day spring break vacation at Lauderdale Florida. Please hurry up! Before it’s too late and take this amazing it will help to release you academic stress! Source: http: //travel. usnews. com/Fort_Lauderdale_FL/Pictures/Sawgrass_Recreation_Park_2590/ Effective components in this design include: 1.The vacation will help you release you academic stress 2. Pros and cons of each design The major advantage of using cognitive component in an advertisement design is because it is based on the buyers’ rational judgment (Picken, 2010).
Therefore, it may positively influence consumer’s decisions (Picken, 2010). On the contrary, this design may not be very effective because it is based on mental process making it difficult to predict what is in the mind of customers (Picken, 2010). In above connection, effective component may adanvantageus in the sense that it may help to influenced consumers feelings and emotions. However, this component may not be very effective because it is not be easy to predict consumers’ feelings and emotions (Landa, 2010).
On the other hand, conative designs may help to determine the consumer tendencies towards a particular product, making it easier to predict consumers purchase decisions (Landa, 2010). However, this design may be time consuming because it requires time to observe detect consumer’s tendencies (Landa, 2010). Recommendations/conclusions to the travel agency Therefore, local travel agency should employ a design with cognitive component because its advantages outweigh those of other advertisement designs. Additionally, this design revolves around all the three component of an attitude making it more suitable for this project. References Landa, R.
(2010). Advertising by design: Generating and designing creative ideas across media. Hoboken, N.J: John Wiley & Sons. Picken, M. (2010). Creative strategies: Idea management for marketing, advertising, media and design. London: Thames & Hudson.