tourism advetising
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Andrius Kleiza TV7/1
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What is Advertising?
Advertising is one of the main elements of the market communications mix. It involves using paid media to communicate persuasive information about a destination, product or service.
Advertising is used to provide information and influence attitudes amongst customers. Advertising can be directed at customers in either a targeted narrow way or in broad geographic applications.
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Advertising has three basic objectives
1. to inform customers about new products, experiences, services and other information that they need to be know.
2. to persuade customers to purchase a destination or product, to perceive a destination or product differently or change a brand preference (as an example to perhaps change a customer’s preference for a destination or change of accommodation at a destination) or
3. ? to remind customers about a destination or product, where it may be purchased or how it may be purchased (booked).
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Advertising has Changed
In the “old days”, advertising was used to reach a broad range of people usually to promote a destination or product. Today, tourism uses targeted advertising which is far more cost/effective where generation of business is the priority.
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Advertising Options (1)
There is a wide range of options available where regional destinations and tourism businesses may spend their marketing budget. Some of the choices include:
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Advertising options (2)
print media :Capital city, suburban and regional newspapers Magazines;
Industry publications: In-flight magazines; Destination brochures produced by:
? tourism organizations in regions ? private sector publishers;
Directories produced by: ? automobile Clubs ? private sector publishers;
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Advertising options (3)
Trade press: Travel week and Travel Trade;
Radio: Packages Travel auctions;
TV : Metropolitan TV, Regional TV, Cable TV;
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Advertising options (4)
Cinema;
Internet: Tourism Data Bases Regional websites Other types of Websites
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Important!!!
No matter what advertising is undertaken, it is important to ensure that contact details are clearly displayed. At the bottom of each advertisement normally shown are details of:
? phone number ? e-mail address
? fax number ? website address
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DO’S OF ADVERTISING!!!
DO have a plan
DO have a budget
DO have clear business objectives.
DO have a clear reason for any advertisement
DO RECOGNISE THE IMPORTANCE OF DESTINATION MARKETING
DO CONSIDER CAREFULLY THE FORMAT FOR THE ADVERTISEMENT
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DON’TS OF ADVERTISING!!!
DON’T waste money on “one-off” advertisements;
DON’T waste money on small advertisements
DON’T structure advertisements to please you. Design them for customers
DON’T leave out the WIIFM factor
DON’T use photographs which appear to have come from a family album
DON’T have bland and uninteresting copy
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THX FOR YOURE ATTENTION!!!