Case Study Assume you are a marketer in a city hotel and you have paid for research that shows the emerging market for the post corona bleisure traveler exhibits personality traits that include innovativeness and need for cognition (pg 103) Consider these two CB constructs and the demographic and behavioural knowledge about the Bleisure traveler from the article Provide citations to reference information drawn from the CB text and from the articles Any other content will be assumed to be original Questions Read the descriptive text above and refer to the articles and resources provided State what you know about this potential market segment (post corona bleisure traveler) and make a psychographic consumer profile When designing advertising to appeal to this market, how would you use the psychographic consumer profile information Describe the campaign you would run for the bleisure guest based on your profile, including a detailed description of what message and imagery you might use, what type of adand why Your campaign will cover a time span that includes now (during COVID) and as travel resumes What consumer behaviour content or theories would support this You may find some relevant content on pages 60 68 (Consumer Information Processing) and 133 139 (Message, Source Effects Persuasion) to get you started Include a minimum of 5 and up to 10, be sure to explain exactly how these apply to this situation Do not simply list theories that apply Demonstrate your full understanding of the each concept You may reference CB content used in the previous section but expand here on how it applies Where how would this marketing reach your specific target And why is this the best choice Again support with CB content Be sure to provide a full explanation for why you would make all of the choices in your above responses, including what information from the case and the CB content supports your decisions If this is done fully in the above sections you may just want to summarize or highlight here If not you may expand on your earlier answers by providing the supported rationale here

The Answer is in the image, click to view ...

Answered step by step

Verified Expert Solution

Link Copied!

Question

1 Approved Answer

Posted on Sep 13, 2024

Case Study: Assume you are a marketer in a city hotel and you have paid for research that shows the emerging market for the post-corona

Case Study:

Assume you are a marketer in a city hotel and you have paid for research that shows the emerging market for the post-corona bleisure traveler exhibits personality traits that include innovativeness and need for cognition (pg 103). Consider these two CB constructs and the demographic and behavioural knowledge about the Bleisure traveler from the article. Provide citations to reference information drawn from the CB text and from the articles. Any other content will be assumed to be original.

Questions-

Read the descriptive text above and refer to the articles and resources provided. State what you know about this potential market segment (post-corona bleisure traveler) and make a psychographic consumer profile.
When designing advertising to appeal to this market, how would you use the psychographic consumer profile information?
Describe the campaign you would run for the bleisure guest based on your profile, including a detailed description of what message and imagery you might use, what type of adand why. Your campaign will cover a time span that includes now (during COVID) and as travel resumes.
What consumer behaviour content or theories would support this?You may find some relevant content on pages 60-68 (Consumer Information Processing) and 133-139 (Message, Source Effects & Persuasion) to get you started. Include a minimum of 5 and up to 10, be sure to explain exactly how these apply to this situation. Do not simply list theories that apply. Demonstrate your full understanding of the each concept. You may reference CB content used in the previous section but expand here on how it applies.
Where/how would this marketing reach your specific target? And why is this the best choice? Again support with CB content.
Be sure to provide a full explanation for why you would make all of the choices in your above responses, including what information from the case and the CB content supports your decisions. If this is done fully in the above sections you may just want to summarize or highlight here. If not you may expand on your earlier answers by providing the supported rationale here.