HA 347 Assignment 2_Solutions - H ADM 347 Exercise 2:...

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H ADM 347 Exercise 2: Attention and Memory Based on the information I gathered from the assigned readings, particularly “Ads that win v Ads that work”, I’ve come to the conclusion that the Marriott ad has a far better recall score than the Hyatt ad. While the Hyatt ad does have some sex appeal and does spark controversy, it lacks the fundamental elements that make an ad memorable and relevant to a consumer. First and foremost, it’s ambiguous and confusing. The large, boldfaced catch phrase “Who’d have thought you’d have to send a fax with no pants on?” fails to give the reader any concrete sense of what the benefits are of the Hyatt experience. The consumer has no way, or reason, to associate the catch phrase with the various business services offered at Hyatt. Furthermore, not only does the ad fail to convey a clear and simple message to the audience, the flow of the ad doesn’t take into consideration the fact that the average consumer has a limited ability to process information. The flow of the ad would most
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HA 347 Assignment 2_Solutions - H ADM 347 Exercise 2:...

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