Andrius Kleiza TV7/1
What is Advertising? <ul><li>Advertising is one of the main elements of the market communications mix. It involves using  ...
Advertising has three basic objectives <ul><ul><li>to  inform   customers about new products, experiences, services and ot...
Advertising has Changed <ul><li>In the “old days”, advertising was used to reach a broad range of people usually to  promo...
Advertising Options (1) <ul><li>There is a wide range of options available where regional destinations and tourism busines...
Advertising options (2) <ul><li>print media :Capital city, suburban and regional newspapers Magazines; </li></ul><ul><li>I...
Advertising options (3) <ul><li>Trade press: Travel week and Travel Trade; </li></ul><ul><li>Radio: Packages Travel auctio...
Advertising   options (4) <ul><li>Cinema; </li></ul><ul><li>Internet:  </li></ul><ul><ul><li>Tourism Data Bases </li></ul>...
Important!!! <ul><li>No matter what advertising is undertaken, it is important to ensure that contact details are clearly ...
DO’S OF ADVERTISING!!! <ul><li>DO  have a plan </li></ul><ul><li>DO  have a budget </li></ul><ul><li>DO  have clear busine...
DON’TS OF ADVERTISING!!! <ul><li>DON’T waste money on “one-off” advertisements; </li></ul><ul><li>DON’T waste money on sma...
THX  FOR YOURE ATTENTION!!!  
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C:\fakepath\tourism advetising

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C:\fakepath\tourism advetising

  1. 1. Andrius Kleiza TV7/1
  2. 2. What is Advertising? <ul><li>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. </li></ul><ul><li>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. </li></ul>
  3. 3. Advertising has three basic objectives <ul><ul><li>to inform customers about new products, experiences, services and other information that they need to be know. </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>? to remind customers about a destination or product, where it may be purchased or how it may be purchased (booked). </li></ul></ul>
  4. 4. Advertising has Changed <ul><li>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. </li></ul>
  5. 5. Advertising Options (1) <ul><li>There is a wide range of options available where regional destinations and tourism businesses may spend their marketing budget. Some of the choices include: </li></ul>
  6. 6. Advertising options (2) <ul><li>print media :Capital city, suburban and regional newspapers Magazines; </li></ul><ul><li>Industry publications: </li></ul><ul><ul><li>In-flight magazines; </li></ul></ul><ul><ul><li>Destination brochures produced by: </li></ul></ul><ul><ul><ul><li>? tourism organizations in regions </li></ul></ul></ul><ul><ul><ul><li>? private sector publishers; </li></ul></ul></ul><ul><ul><li>Directories produced by: </li></ul></ul><ul><ul><ul><li>? automobile Clubs </li></ul></ul></ul><ul><ul><ul><li>? private sector publishers ; </li></ul></ul></ul>
  7. 7. Advertising options (3) <ul><li>Trade press: Travel week and Travel Trade; </li></ul><ul><li>Radio: Packages Travel auctions; </li></ul><ul><li>TV : Metropolitan TV, Regional TV, Cable TV; </li></ul>
  8. 8. Advertising options (4) <ul><li>Cinema; </li></ul><ul><li>Internet: </li></ul><ul><ul><li>Tourism Data Bases </li></ul></ul><ul><ul><li>Regional websites </li></ul></ul><ul><ul><li>Other types of Websites </li></ul></ul>
  9. 9. Important!!! <ul><li>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: </li></ul><ul><li>? phone number ? e-mail address </li></ul><ul><li>? fax number ? website address </li></ul>
  10. 10. DO’S OF ADVERTISING!!! <ul><li>DO have a plan </li></ul><ul><li>DO have a budget </li></ul><ul><li>DO have clear business objectives. </li></ul><ul><li>DO have a clear reason for any advertisement </li></ul><ul><li>DO RECOGNISE THE IMPORTANCE OF DESTINATION MARKETING </li></ul><ul><li>DO CONSIDER CAREFULLY THE FORMAT FOR THE ADVERTISEMENT </li></ul>
  11. 11. DON’TS OF ADVERTISING!!! <ul><li>DON’T waste money on “one-off” advertisements; </li></ul><ul><li>DON’T waste money on small advertisements </li></ul><ul><li>DON’T structure advertisements to please you. Design them for customers </li></ul><ul><li>DON’T leave out the WIIFM factor </li></ul><ul><li>DON’T use photographs which appear to have come from a family album </li></ul><ul><li>DON’T have bland and uninteresting copy </li></ul>
  12. 12. THX FOR YOURE ATTENTION!!! 

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