Screamland Amusement Park Case Study

The CEO of Screamland Amusement Park believes the company can turn ticket sales around with advertising focused on safety to appeal to parents who purchase tickets for the park. His belief is that there is correlation between research from the car industry and how parents select activities for their children. While a new advertising campaign might have a positive impact, the rationale for the safety focus is not completely logical, and the campaign could use more research before being rolled out. First, the CEO sites research from the automobile industry that identifies safety as parents' number one concern when purchasing a car. While safety is important in this situation, there is no direct correlation to what parents think of safety at …show more content…
Further evidence about the advertising budget could help his case. He should examine how the advertising budget was spent and make sure the ads reached the intended audience. The ads may have been ineffective or targeted at the kids who are not actually buying the tickets. He should also make sure the ads reached his audience in the correct place. If his advertising cost the company more but did not reach as many people, there may be other issues he should address before investing more money. Lastly, the CEO does not give any regard to the amusement park industry as a whole or other outside factors that could influence attendance. If there was recently an accident at an amusement park, visitors may be shying away from parks as a whole. If his ticket prices increased over the past three years, that could also have a negative impact on attendance, regardless of the advertising. If the park hasn't opened any new rides or attractions, visitors may be bored and visiting other sites instead. He needs to validate that other outside factors are not influencing his customers' decision to not visit