E-Book Overview
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion.Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries.Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff. One of the only specialist Tourism/Leisure advertising texts on the marketUse of International case studies drawn from the 1999 International Festival of Leisure and Tourism Advertising to highlight good and bad practiceAccessible - ideal for practitioners
E-Book Content
Contents ......................................................... Acknowledgements ....................................... Figures ........................................................... Plates .............................................................. Tables ............................................................. Abbreviations ................................................ Colour plates ................................................. Part One Advertising Creation ..................... 1 Understanding tourism and leisure advertising ............................................................ Introduction ...................................................................... Marketing and promotion in tourism and leisure .............. Advertising and tourism and leisure promotion ................ Advertising and the audience .......................................... Ad highlight 1.1 ................................................................ Notes ............................................................................... Further reading ................................................................
2 What makes good advertising? ....................... Introduction ...................................................................... The role of creativity and planning for success ................ The rules of the ad game ................................................. Ad highlight 2.1 ................................................................ Ad highlight 2.2 ................................................................ The role of client - agency relationships .......................... Ad challenge 2.1 .............................................................. Ad highlight 2.3 ................................................................ Case study 2.1 ................................................................. Notes ............................................................................... Further reading ................................................................
3 Planning the complete campaign ....................
4 6 11 16 20 21 21
23 24 25 30 34 36 38 39 41 46 47 48
Introduction ...................................................................... Advertising strategy ............................................