Situation: A surf shop called Crazy Wave has seen sales drop after the euphoria of its opening. Since its inception, the owner has invested about $5,000 a month in traditional advertising (magazines, radio, and billboards). There is less and less traffic and the owner is desperate, as he is running out of money to cover the fixed expenses of the business. One day, the most famous surfer in Puerto Rico walks into the store and says that he loves the merchandise and that he would be willing to w-ri-t-e a weekly article on his blog to endorse the store's products and use his brands for $5,000. monthly. The surfer's blog is the point of reference where all his colleagues read about techniques, tricks and places to surf. On the other hand, the surfer has more than 60,000 followers on his Facebook page, 9,346 on Twitter and is building a group of followers on Snapchat that has already exceeded 4,000 followers. The owner does not know what to do, all his life he has done traditional advertising and it had worked for him in his previous businesses.

Using what he has learned in the readings, he makes a critical analysis of the situation presented. He presents the ideas of your analysis in the form of an essay, including your opinion. Use the following guiding questions for each of the body parts of your paper.

Introduction:
It probably introduces the topic of your analysis. Explain the situation.
Development - In your analysis you must answer the following questions:
Should the Crazy Wave store owner continue to use traditional marketing or should he try to sponsor the blogger/surfer to influence his friends, colleagues and followers to try the products being sold in the store? Explain your answer.
From your point of view, what would be the risk of transferring all the traditional marketing budget to an advertisement that arose from the blog and the endorsement of the surfing star in Puerto Rico?
Conclution:
The surfer tells him that he would be willing to combine his weekly blog post with promotion on his social networks at the rate of one post per social network, in which he will endorse the brand for an additional $1,000 per month. Would you take the risk of recommending the owner to do so? Why?
References
Include at least two (2) academic references that help support the theoretical part of the task. We suggest that you use the books listed in the suggested resources section as your primary source of information. Include all references to the sources cited to support your work.