as high involvement and we will use an affective strategy because this product influences self-image and ego. The hierarchy model most applicable to our service is the AIDA model because of the desire influenced by interest in our service.3) Specify various stages in the response process through which your consumer will have to pass before purchasing the service?Attention, Interest, Desire, and Action are the phases our consumer will go through. They will have to see the ad or be exposed to the stimulus to create interest. Then that interest will have to appease their sense of adventure and create desire. After they desire the outcome for long enough it will require action in which they will pursue our services.Chapter 6:1) Use the persuasion matrix as a framework for analyzing basic communication decisions for your IMC plan. Discuss options considering source, message and channel. Ex. Who is source and communicator and why? (ex. CEO b/c well known.)The persuasion matrix helps marketers see how each controllable element interacts with the consumers response process. (170) First, we have to have a source that delivers the message. This will include our advertising efforts as well as our web site, promotions etc. The media that we will use is print, broadcast, and support media. We will be tapping into a persons sense of adventure to create euphoric tendencies and wants. In order to obtain the consumers attention we will be using our jump instructors to associate with them. These people lead an alternative lifestyle and it shows in their dress, actions, etc. He is a daredevil type of guy. He will receive the attention others like him and those who want to be like him. 2) What type of message is being considered? And will you use any message structure or type of appeal from this chapter and why?A message that life does not have to be mundane. It can be exciting, invigorating, and intense. There is no reason to sit aro...
