Reative strategy strengths and weaknesses

Sean McDonnell is the creative director for Chatham-Boothe, an advertising agency that has just signed a contract with Trans-Central Airlines (TCA). TCA has a solid portfolio of consumer research and has offered to let the agency use it. McDonnell needs to decide whether demographic, psychographic, or attitude/motive studies are best for developing a creative profile of the TCA target audience. If the choice were yours, on which body of research would you base a creative strategy? Explore the strengths and weaknesses of each