Hidden Valley Mountain Resort Case Study

tive campaign is having the right market. The process of identifying the most probable customers that will avail to a product or service starts with a clear objective and follows the identification of its audience or its market. In the case of Hidden Valley Mountain and Wavepool Resort, the resort have already a market but not yet identified and also the communication objectives are not well-established particularly in disseminating information about the resort’s new add-on amenity. The resort should focus more on defining and specifying the communication objectives especially the wavepool amenity which is still new for others who had little knowledge of it.
DAGMAR Model One article (“MBA Notes - DAGMAR Model,” 2012) states that DAGMAR Model
Comprehension involves the target audience to know something about the service/product. The consumer should learn about product - product characteristics, benefits. With the use of advertisement target audience of Hidden Valley Mountain Resort would know more about the resort, its characteristics, and facilities.
By creating interest and preference, at this step a sense of conviction is established. Buyers are convinced that a service or product should be tried at the next opportunity. This step is to give the audience’s outlook about the service or product, by then it is done by product/ service will talk bout the rewards as a result of using the product. Once target consumer audience of Hidden Valley Mountain Resort has awareness and comprehension about the resort they will be convince on visiting the resort.
The last communication process is action, it must encourage the buyer to have a purchase activity. There is already an awareness, comprehension, attitude or conviction towards the Hidden Valley Mountain and Wavepool Resort, an action will be done. Target audience will either buy or try and service