tourism advetising
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tourism advetising

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tourism advetising tourism advetising Presentation Transcript

  • Andrius Kleiza TV7/1
  • 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.
  • Advertising has three basic objectives
      • to inform customers about new products, experiences, services and other information that they need to be know.
      • 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
      • ? to remind customers about a destination or product, where it may be purchased or how it may be purchased (booked).
  • 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.
  • 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:
  • 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 ;
  • Advertising options (3)
    • Trade press: Travel week and Travel Trade;
    • Radio: Packages Travel auctions;
    • TV : Metropolitan TV, Regional TV, Cable TV;
  • Advertising options (4)
    • Cinema;
    • Internet:
      • Tourism Data Bases
      • Regional websites
      • Other types of Websites
  • 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
  • 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
  • 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
  • THX FOR YOURE ATTENTION!!! 