g to set up our own advertising agency internally in order to reduce costs and maintain great control over their activities. It will be a decent sized dept., and they will assist us (the owners) in our advertising financing, production, and distribution of advertisements. We chose this because of money savings and so that we could maintain control over the process and coordinate the promotions with our overall marketing program. Our people will also have a better understanding as to what we do and what we are trying to accomplish as a company.3) Are you using specialized marketing communication services?We will be using an interactive agency that will specialize in developing a strong strategic web site. They will integrate banner ads, streaming video, instant messaging. We feel like we need an outside agency to assist in this because our web site will be an important and integral part of our integrated marketing plan. We will also use a direct response agency to do target market research so that we can reach the desired demographic.Chapter 4:1) Describe the consumer decision process.Our consumer may seek our service or our service may seek the consumer. What I mean is that some people are interested and will actively search for a place to jump from. They will look at the few other places around the Atlanta area, ask around a little bit, and then decide. Other people will hear people describe their experiences, see their video tape, and then seek us out. Some may not have a decision at all if they are given a jump as a gift. Factors that will motivate the decision are a) a search for excitement/adrenalin b) Fear of heights (to overcome) c) given as a gift and dont want to decline d) A large group of friends are going (peer pressure) e) fulfilling a predetermined destiny. I will skydive before I die etc. 2) What external factors will influence the decision?The economy in the sense that if money is tight, people will not ...
