Objectives Statement

Objectives Statement

Baderman Island Resort features an endless list of amenities, restaurants, and leisure activities which are available to guests of all ages. The objective of Baderman Island Resort is to provide a unique, quality experience to the island guests and day visitors alike (Apollo Group, Inc., 2012). Baderman Island Resort is committed to offer top quality customer service through the staff member's acts of kindness and specialty services able to be accommodated.

Support Statement

Baderman Island, which is surrounded by the shores of Kelsey River, is an all-inclusive resort. Leisure activities are available at the William C. Martin Botanical Gardens, Pepicello Fairways, the Recreation Center, and Baderman Island Oasis Spa (Apollo Group, Inc., 2012). Baderman Island Resort also offers the liking of a Fine Arts gallery that is sure to please the creative mind. The Recreation Center offers activities such as fishing, water sports, as well as hiking and walking trails. Baderman Island Resort has proposed adding a casino gaming facility. The addition of a casino has the potential to attract even more guests to the island and provide a more exciting, enjoyable stay on the island.

Tone or brand character statement

Our brand is different from other brands. We currently are on the forefront and leading advertisement companies in our market. We offer a unique way to target and to bring forth activities for ages of all types. Unlike other brands we have a unique relationship with our consumers, and strive for only the best in quality. Whether it is a day in the sun, or a quiet relaxation at the spa for couples, we strive for the best in quality for both the company and the consumers that we service.

Rational and Emotional Appeals

Rational appeals to our target market will include good value and benefits for a good price. We will list the factual information of price, accommodations, length of stay, and amenities. Emotional appeals will include having fun in the sun and being surrounded by beautiful people and a beautiful tropical atmosphere. Emotional appeals have been found to be much more effective than rational appeals so we will do our best to appeal to people's emotions and tie images that portray fun in the sun and relaxation. "Scientific studies that compare success of rational appeals to emotional ones are very difficult to set up. DMN3 cited a British study of 1,400 advertising campaigns that indicated emotional appeals tend to have more persuasive abilities by a 2-to-1 ratio" (Azcentral.com, 2013).

"An emotional appeal is related to an individual's psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases" (ArticlesWave.com, 2013). "Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings.