1)Consider the indicators given in the case and discuss whether the advertising has been effective or not. Consider whether the ad has been able to generate enough additional business in the US to improve profitability. You must be able to determine what proportion of the target market is likely to book with the resort. Your answer must be detailed, well thought out and show good analysis and use of concepts from the book and class. (2 pages)
2)Describe in detail the type of social media based advertising campaign you would initiate. Explain why you believe it would be more effective than the advertising presented in the case. Consider various concepts we have discussed in class and incorporate those into your answer. (2 pages)
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