Appeals Used in WPU's Campaigns West Park University (WPU) is among the top twenty choices for higher education in the Midwest. Bill Grant, the newly appointed president of WPU, wants to raise the university's profile and make it among the top ten choices for students pursuing a college degree in the Midwest. He made a comprehensive presentation to the board of trustees of the university outlining his vision. As part of this vision presentation, he proposed an Integrated Marketing Communications (IMC) campaign to attract the best student prospects and their parents to WPU. After the board approved his plan, Bill Grant hired an advertising agency to help develop WPU's IMC campaign. After conducting extensive primary and secondary research, the account management and the account planning teams at the ad agency developed the creative brief for WPU's campaign. The creative department in the ad agency worked from this creative brief and developed several campaign options. The plan was to review these campaign options and choose one that garnered the most favorable ratings in a survey with a group of target consumers. These campaign options differed mainly in the appeals they used. The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. An advertising appeal can also be viewed as something that moves people, speaks to their wants or needs, and excites their interest. Many different appeals can be used as the basis for advertising messages. At the broadest level, these approaches are generally broken into two categories: informational/rational appeals and emotional appeals. Match the various campaign options developed by the ad agency for WPU's campaign, with the type of advertising appeals used. Campaign Options Developed for WPU Advertising Appeals Used Favorable Price Appeal The campaign highlights the value that a degree from WPU provides and compares it with the tuition cost at the university. News Appeal Emotional Appeal Using Social- Based Feelings This campaign option focuses on a student's feeling of accomplishment at the graduation ceremony after completing four years of college and starting an exciting career. In highlighting the small class sizes, the favorable student-to-professor ratio, the sprawling campus which is safe and clean, the impeccably maintained facilities, and the large number of corporate recruiters on its campus, this WPU campaign showcases the best of all that WPU has to offer. In this campaign option that targets select cities and school-districts in the Midwest, WPU is shown to be in the top three choices of a majority of high school students from each of those cities/school districts. Emotional Appeal Using Personal States or Feelings Product/Service Popularity Appeal This campaign drew attention to the status that graduates of WPU enjoy in the community and in the corporate workplace. Feature Appeal Competitive Advantage Appeal By emphasizing its high rank in the current U.S News Rankings of the Best Colleges in America, this campaign option makes a statement about WPU's academic standing This campaign consisted of a series of ads, each of which trumps the advantages of going to WPU as compared to one other university in that geographic area. Reset