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Andrius Kleiza TV7/1

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Page 1: C:\fakepath\tourism advetising

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!!!