By Nigel Morgan, Annette Pritchard,
'Advertising in rest and Tourism' brings jointly the present considering during this quarter, through wide overseas case experiences, to supply a serious appraisal of the opportunity of advertisements in relaxation and tourism. prepared in 3 components, the ebook introduces the function of ads, comparing its dating inside of different points of tourism and relaxation advertising; the strategies used: advertisements quite a number items to key industry segments; and new strategic instructions in advertisements. It specializes in the hot vacation spot business plan of branding and assesses the connection among ads and different expanding vital parts of merchandising, together with sponsorship, ambient advertising and revenues promotion.Advertising and advertising execs 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 stories are drawn from a world box, readers should be capable of examine most sensible perform from various resources and countries.Dr Nigel Morgan is primary Lecturer in Hospitality, rest and Tourism and Annette Pritchard is Senior Lecturer in school of relaxation and Tourism, on the college of Wales Institute, Cardiff. one of many in simple terms expert Tourism/Leisure advertisements texts at the marketUse of foreign case reviews drawn from the 1999 foreign competition of relaxation and Tourism advertisements to spotlight sturdy and undesirable practiceAccessible - perfect for practitioners
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Extra resources for Advertising in Tourism and Leisure (2000, 2001)
Example text
The answer to this is to convey a consistent, unified message and identity through all an organization’s marketing and communications activities – integrated marketing communications. This means that the advertiser (and therefore the product and brand) speaks with a single voice in the most consistent, cost-effective way. This sounds logical and simple, yet the biggest problem stems from organizational structures – especially in large, multinational corporations with a varied product portfolio.
Does enough information exist to profile the target market or is more required? What needs to be done to get this information? In addition to effective research, a brief needs clearly expressed goals that answer: What should the advertising achieve? How does an advertiser want to influence consumers? Does the advertiser want to raise their awareness? Does the advertiser want to change their perceptions? Who is the brand competing against? How does the brand stack up against them? How can it be truly differentiated from the rest?
Smart advertisers find out what their product means to consumers, then they exploit it and find a value that they can add to the overall experience. Most tourism products have something that is unique to them and that will appeal to the target market in question – for instance, as we will see in Chapter 10, despite all the intense competition, most destinations tend to have some attribute that has the potential to become a unique selling opportunity. The issue then centres on whether that point of differentiation can be captured in the advertising.