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;
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)
Tourism Data Bases
Other types of Websites
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