Advertising in Tourism and Leisure [NOOK 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 ...
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Advertising in Tourism and Leisure

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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.

Audience: Advertising and marketing professionals in leisure industries, and undergraduates on Leisure and Tourism or Marketing related modules.

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Editorial Reviews

Booknews
Examines the role of advertising in promoting tourist and leisure companies. Morgan and Pritchard (University of Wales Institute, Cardiff) evaluate advertising's relationship within other aspects of tourism, the advertising techniques available, and new strategic directions. The book also introduces the new destination marketing strategy of branding, and assesses the relationship between advertising and other areas of promotion, such as sponsorship, ambient marketing and sales promotion. Color plates of advertisements are included. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781136430558
  • Publisher: Taylor & Francis
  • Publication date: 6/17/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 346
  • File size: 6 MB

Table of Contents

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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