$\backslash$Using the Values and Lifestyles System $($VALS$),$ construct separate marketing plans $($think about the $4$ P$$s$)$ for vacation packages targeted to the following VALS types. For this activity, select the three VALS types based on your team number. For example, based on the following chart, Team $1$ will analyze Achievers, Thinkers, and Strivers.

Team Number

VALS

Type $1$

VALS

Type $2$

VALS

Type $3$

$6$

Innovators

Strivers

Experiencers

Describe the marketing plans $($i$.$e$.,$ the $4$ P$$s$).$

Based on your understanding of the VALS categories, explain how the basic package and positioning would differ for each type.

Using the attached template, determine your own attitudes for various $$winter break$$ destinations. First you must provide importance ratings for each of the product$$s attributes and your perception score as to whether the destination possesses each of those characteristics. Second, average your importance ratings for each attribute and perception scores of how much each destination possesses the attribute, with those values determined by your other group members. This will represent a group evaluation. Third, use the multiattribute model to determine your group$$s overall attitude score toward each of the various vacation destinations.

Which destination had the highest rating? Did you expect this? Using the vacation destination model you just created as an example, discuss some of the ways that marketers could use this information in marketing strategy. Be sure to submit your team$$s worksheets with this assignment $($including the group sheet and all individual data sheets$).$

Select a destination that was not favored. One way to change consumers$$ attitudes about this destination is to select an attribute that the destination did not perform well on and convince consumers that it should be viewed more favorably $($i$.$e$.,$ change brand beliefs$).$ Select one such attribute. Using your knowledge of the elaboration likelihood model, sketch out two separate print ads to appear in student newspapers across the country, based on the following information:

Ad #$1$: This ad will be run between November and February, when prospective customers are likely to be thinking of winter break trips and, therefore, are highly involved in the purchase decision. The ad should be designed to carry out the specific attitude change strategy discussed above. In other words, the ad should be designed to convince the highly involved audience that the $$not favored$$ destination is superior to all competitors on the attribute selected above.

Ad #$2$: This ad will run the rest of the year, when prospective customers are not likely to be highly involved in the purchase decision. This ad should be designed to merely maintain brand awareness and help consumers to have generally positive feelings about the $$not favored$$ spring break destination.

For each of the two print ads, sketch out the ad $($stick figures, etc. work fine here$)$ and write a paragraph explaining the rationale for the ad$,$ being sure to utilize the concepts inherent to the elaboration likelihood model.