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Advertising: a definition

Advertising: a definition. Advertising wants to: Inform customers of new products or destination Persuade customers to buy product or visit destination Remind customer of a product or destination. What is advertising ?. ∙∙ the paid promotion of goods and services

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Advertising: a definition

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  1. Advertising: a definition Advertising wants to: • Inform customers of new products or destination • Persuade customers to buy product or visit destination • Remind customer of a product or destination

  2. What is advertising? ∙∙ the paid promotion of goods and services ∙∙ a means of developing a perceived want or need for a specific product ∙∙ a way of attracting potential customers to the point of sale ∙∙ a means of informing and communicating essential Information

  3. Advertisement can be…. • Radio • TV • Internet • Newspaper • Magazines • Visitor Guides • Destination Brochures • AMA/CAA/AAA Travel books

  4. Advertising and the tourism industry • Advertising in the tourism industry can be somewhat different to advertising in other industries. In relation to a holiday for example, the customer is being sold an intangible product they can’t see or touch before they buy. • Often customers will pay for products before experiencing them. • The battle for the tourism dollar is increasingly competitive. The modern tourist is adventurous and seeks an experience with a high degree of participation. • Given these factors, and the wide choice of tourism product available, customers have high expectations of product quality and value for money.

  5. Customer buying patterns • When planning tourism advertising it is essential to consider customer buying patterns when planning a holiday (even tourism industry staff). These are the usual steps for most people. Step 1. Type of holiday Usually the first question is “what type of holiday do we want?” This may be a seaside holiday, a touring by car holiday, perhaps a fishing trip, a restful quiet break in a mountain retreat, a houseboat holiday or one of many other options. Step 2 Location “Where is the best place for our chosen type of holiday?” Will it be within the same state, interstate, perhaps New Zealand?” Step 3 Other activities “What else will we do while there?” ”What other attractions or activities are available to enjoy? Other activities of appeal may be bushwalking, visiting wineries, playing golf, water skiing, river cruises, shopping, etc” While there may be a main reason for visiting a destination, usually customers want to know about other features. Step 4 Accommodation “Where shall we stay?” Step 5 Dates and travel method “When do we want to travel?” “How will we travel?” Step 6 Bookings “How do we make bookings?” “Do we need to book in advance?”

  6. Customer buying patterns (cont’d) Assistance with information. When formulating travel plans, frequently customers need information to assist with their decisions. The most popular sources of information are • Visitor Information Centres (reached by phone, e-mail or writing) • Internet, websites are very popular with both Australian customers, particularly in capital cities, and overseas visitors destination brochures • Travel agents (particularly for some destinations reached by air services or cruises) • Automobile clubs (for touring customers) • Friends and relatives who have previously visited the intended holiday destination. It is important to note that selection of the destination is a significant part of the process of planning leisure travel. If customers know little about the destination, it is not likely to be high on their list of preferred places to visit. The various steps above need to be kept in mind when designing tourism advertising

  7. When creating an ad, the company considers: • Who would find your product most appealing? • What are the needs and desires of potential customers? • What creative methods can be utilized to generate interest in a particular product? • What is the best way to reach these customers? • How do you connect with customers on an emotional level?

  8. Reasons why advertisements fail The main reasons why regional tourism advertisements don’t succeed are as follows • advertisements do not convey the message that customers want to read about the destination or product. Too often advertisements express what the seller wants to say rather than provide the information that customers are seeking. • Ad fails to attract the attention of customers • Too small • Ad appears in a newspaper or magazine which is not read by the target market • Ad is in a publication with poor distribution.

  9. “Mad Men” • http://www.youtube.com/watch?v=LUDmutJVjV8

  10. Using “humour” or “coolness” factor Milk Rap by Dairy Farmers • http://www.youtube.com/watch?v=vwB4DbKWrhU

  11. Ads for Provinces Ontario • http://www.youtube.com/watch?v=DZCwS_iv-4M Alberta • http://www.youtube.com/watch?v=pivWVh4c31Y

  12. Using Celebrities California • http://www.youtube.com/watch?v=2Z9o03Cd8X8 Barbados Rihanna Ad • http://www.youtube.com/watch?v=cvzTN5TFKJI • Is this even advertising the location? Or simply a music video for Rihanna? 13 Ads that use celebrities for different locations • http://www.huffingtonpost.com/2012/01/24/celebrity-travel-the-famous-faces-of-tourism-ads_n_1229068.html#slide=631674

  13. Using Media References • Uses the Lord of the Rings/Hobbit hype to sell their country 100% Middle-earth, 100% Pure New Zealand (Extended Edition) • http://www.youtube.com/watch?v=NhnSsM40loA

  14. “New tourism ad makes Calgary look like, well, almost anywhere” • http://www2.macleans.ca/2013/04/12/new-tourism-ad-makes-calgary-look-like-well-almost-anywhere/ • Doesn’t make Calgary looks special at all, looks like every other city in North America

  15. SCANDAL! • Australia – “So where the bloody hell are you?” • http://www.hotelclub.com/blog/10-classic-tourism-ads/

  16. Ad Activity Pick one of the ads on this website • What is good about it? • Is there anything bad about it? • Why is it effective? • What effect does it have on the viewer? • http://beloved-brands.com/2013/08/22/best-tourism-ads-on-the-planet/

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