Advertising in tourism and leisure
著者
書誌事項
Advertising in tourism and leisure
Butterworth-Heinemann, 2001
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
"Advertising in Tourism and Leisure" brings together the current thinking in this area, illustrated with extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book examines: the role of advertising and its relationship with other aspects of tourism and leisure marketing; the techniques used in advertising to key market segments; and new strategic directions in advertising, focusing on the new destination marketing strategy of branding and assessing the relationship between advertising and other increasing important areas of promotion, such as 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 market is now in paperback. It uses international case studies, drawn from the International Festival of Leisure and Tourism Advertising. It highlights good and bad practice.
目次
- Advertising creation - Understanding tourism and leisure advertising
- What makes good advertising?
- Planning the complete campaign
- Advertising research
- Advertising challenges - The dynamic advertising environment
- Matching markets and advertising appeals
- Creativity and advertising opportunities
- Advertising brands - Building powerful tourism and leisure brands
- Advertising and brand positioning
- Advertising destination brands
- Advertising futures - New advertising vistas.
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