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Advertising in Tourism and Leisure (2000, 2001) by Nigel Morgan, Annette Pritchard,

By Nigel Morgan, Annette Pritchard,

'Advertising in rest and Tourism' brings jointly the present pondering during this region, through huge foreign case stories, to supply a serious appraisal of the possibility of advertisements in rest and tourism. prepared in 3 elements, the ebook introduces the position of advertisements, comparing its courting inside of different points of tourism and rest advertising and marketing; the ideas used: ads a number items to key industry segments; and new strategic instructions in advertisements. It specializes in the recent vacation spot business plan of branding and assesses the connection among ads and different expanding vital components of advertising, together with sponsorship, ambient advertising and revenues promotion.Advertising and advertising pros within the rest industries and undergraduates on marketing-related modules in tourism, relaxation and hospitality classes will locate this a useful textual content. because the case experiences are drawn from a world box, readers could be capable of examine top perform from various assets and countries.Dr Nigel Morgan is important Lecturer in Hospitality, rest and Tourism and Annette Pritchard is Senior Lecturer in class of rest and Tourism, on the collage of Wales Institute, Cardiff. one of many simply professional Tourism/Leisure advertisements texts at the marketUse of overseas case stories drawn from the 1999 foreign competition of relaxation and Tourism advertisements to focus on strong and undesirable practiceAccessible - excellent for practitioners

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Extra resources for Advertising in Tourism and Leisure (2000, 2001)

Sample text

The issue then centres on whether that point of differentiation can be captured in the advertising. Different products require different approaches but, above all, the advertising has to have credibility with the consumer – overenthusing the advertising message will not do anybody any favours. So are there any ‘rules’ about creating good advertising, and what are they? The rules of the ad game Consumers are responding more and more to expressive rather than statusoriented values, seeking out brands which recognize their individuality and reject authority.

In spite of this, many advertisers continue to spend large sums of money targeting people who are not particularly likely to purchase their products. Waste is unavoidable in advertising and in many instances it is still the case that the mass advertising media is a more effective vehicle for reaching consumers than highly targeted, but (in terms of costs per thousand) more expensive direct marketing techniques. Nonetheless, tourism and leisure organizations should try to discover as much about their consumers as is practically possible so that they can eliminate from their media schedule all those customers who will definitely not purchase their products.

Sun, sea, sex, sand and media. Campaign, 30 May, 29–30. 6 Time, June 1999. 7 World Tourism Organization (1998). Tourism 2020 Report. WTO. 8 The Economist (1999). The world in figures: industries. Tourism. In The World in 2000. The Economist Publications, p. 104. 9 Alan Mitchell (1994). Rephrasing the question of advertising evaluation. Marketing, 10 March, 25–7. 10 Ibid. 11 Jones, The Advertising Business. Further reading Brassington, F. and Pettitt, S. (2000). Principles of Marketing. Financial Times/Prentice Hall.

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