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

By Nigel Morgan, Annette Pritchard,

'Advertising in relaxation and Tourism' brings jointly the present pondering during this quarter, through large foreign case reports, to supply a severe appraisal of the opportunity of ads in relaxation and tourism. prepared in 3 elements, the ebook introduces the function of advertisements, comparing its courting inside different facets of tourism and relaxation advertising; the recommendations used: ads a variety of items to key industry segments; and new strategic instructions in ads. It specializes in the hot vacation spot business plan of branding and assesses the connection among ads and different expanding vital parts of promoting, together with sponsorship, ambient advertising and revenues promotion.Advertising and advertising pros within the relaxation industries and undergraduates on marketing-related modules in tourism, relaxation and hospitality classes will locate this a useful textual content. because the case reviews are drawn from a world box, readers could be in a position to determine most sensible perform from a number of assets and countries.Dr Nigel Morgan is imperative 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 foreign case stories drawn from the 1999 overseas pageant of rest and Tourism advertisements to spotlight strong and undesirable practiceAccessible - perfect for practitioners

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

Example text

Sage. 5 Belina Archer (1997). 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.

They need to think about: ᭿ ᭿ ᭿ ᭿ What is happening in the marketplace and what is likely to happen in the near future? Who is the campaign aimed at? 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?

Of course, whilst award juries may have loved an ad, consumers in the real world may have deemed it a disaster. Indeed, there is a sense amongst advertisers that some agencies may have lost the plot in their desire to collect awards. This view, however, tends to ignore the fact that many famous, award-winning campaigns have also been extremely successful where it counts – in the marketplace. Campaign magazine investigated whether highly creative campaigns were more or less effective than others and found that around a third of Institute of Practitioners in Advertising (IPA) Advertising Effectiveness Award winners had also won some sort of creative award – the converse of this, of course, is that two-thirds had not.

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