Advertising in Leisure and Tourism

Contents......................................................... Acknowledgements....................................... Figures ........................................................... Plates.............................................................. Tables............................................................. Abbreviations ................................................ Colour plates ................................................. Part One Advertising Creation..................... 1 Understanding tourism and leisure advertising............................................................ Introduction...................................................................... 4 Marketing and promotion in tourism and leisure.............. 6 Advertising and tourism and leisure promotion................ 11 Advertising and the audience .......................................... 16 Ad highlight 1.1................................................................ 20 Notes ............................................................................... 21 Further reading ................................................................ 21 2 What makes good advertising?....................... 23 Introduction...................................................................... 24 The role of creativity and planning for success................ 25 The rules of the ad game................................................. 30 Ad highlight 2.1................................................................ 34 Ad highlight 2.2................................................................ 36 The role of client - agency relationships.......................... 38 Ad challenge 2.1.............................................................. 39 Ad highlight 2.3................................................................ 41 Case study 2.1................................................................. 46 Notes ............................................................................... 47 Further reading ................................................................ 48 3 Planning the complete campaign.................... Introduction...................................................................... 50 Advertising strategy......................................................... 51 Making media choices..................................................... 55 Traditional media ............................................................. 61 Ad highlight 3.1................................................................ 62 Ad highlight 3.2................................................................ 63 Ad highlight 3.3................................................................ 66 Emerging media............................................................... 69 Ad highlight 3.4................................................................ 71 Ad challenge 3.1.............................................................. 74 Case study 3.1................................................................. 79 Case study 3.2................................................................. 82 Notes ............................................................................... 85 Further reading ................................................................ 86 4 Advertising research ........................................ Introduction...................................................................... 88 Is research killing creative ads?....................................... 89 Ad challenge 4.1.............................................................. 90 Ad challenge 4.2.............................................................. 91 Research in the advertising cycle.................................... 94 Ad challenge 4.3.............................................................. 95 Advertising research techniques...................................... 102 Ad highlight 4.1................................................................ 104 Ad highlight 4.2................................................................ 107 Case study 4.1................................................................. 109 Case study 4.2................................................................. 113 Notes ............................................................................... 114 Further reading ................................................................ 114 Part Two Advertising Challenges ................ 5 The dynamic advertising environment ........... Introduction...................................................................... 120 The changing leisure consumer....................................... 122 Ad highlight 5.1................................................................ 129 The global, competitive economy.................................... 132 Ad highlight 5.2................................................................ 141 Consumer power, ethics and responsibilities .................. 142 Ad highlight 5.3................................................................ 142 Ad highlight 5.4................................................................ 144 Case study 5.1................................................................. 145 Notes ............................................................................... 147 Further reading ................................................................ 148 6 Matching markets and advertising appeals.... Introduction...................................................................... 151 The appeal of segmentation............................................ 152 Demographic advertising appeals ................................... 154 Ad highlight 6.1................................................................ 155 Ad highlight 6.2................................................................ 161 Ad highlight 6.3................................................................ 163 Ad highlight 6.4................................................................ 165 Recognizing difference .................................................... 166 Ad highlight 6.5................................................................ 169 Ad highlight 6.6................................................................ 172 Case study 6.1................................................................. 175 Case study 6.2................................................................. 176 Case study 6.3................................................................. 177 Notes ............................................................................... 179 Further reading ................................................................ 180 7 Creativity and advertising opportunities ........ Introduction...................................................................... 183 Generating creativity........................................................ 183 Ad highlight 7.1................................................................ 189 The advertising opportunities of popular entertainment................................................................... 189 Ad highlight 7.2................................................................ 190 The magic of the movies.................................................. 192 Ad highlight 7.3................................................................ 194 Striking the right chord: music in advertising ................... 195 Ad highlight 7.4................................................................ 196 The rise and rise of product placement ........................... 198 Using celebrity endorsement: does the face fit the brand?.............................................................................. 199 Ad highlight 7.5................................................................ 200 Ad highlight 7.6................................................................ 202 Ad highlight 7.7................................................................ 203 Case study 7.1................................................................. 206 Case study 7.2................................................................. 207 Notes ............................................................................... 208 Further reading ................................................................ 208 Part Three Advertising Brands .................... 8 Building powerful tourism and leisure brands ................................................................... Introduction...................................................................... 214 Understanding brands today............................................ 215 Ad highlight 8.1................................................................ 218 Ad highlight 8.2................................................................ 220 Brands as today’s trust brokers....................................... 223 Successful brands need consumer resonance................ 225 What determines a brands success? .............................. 228 The challenge to tourism and leisure rebel brands.......... 230 Ad highlight 8.3................................................................ 231 Case study 8.1................................................................. 233 Case study 8.2................................................................. 237 Case study 8.3................................................................. 239 Case study 8.4................................................................. 240 Notes ............................................................................... 242 Further reading ................................................................ 243 9 Advertising and brand positioning.................. Introduction...................................................................... 246 What is positioning?......................................................... 246 Repositioning strategies .................................................. 252 Ad highlight 9.1................................................................ 256 Case study 9.1................................................................. 261 Case study 9.2................................................................. 263 Notes ............................................................................... 269 Further reading ................................................................ 270 10 Advertising destination brands..................... Introduction...................................................................... 273 The challenges of destination promotion......................... 274 Ad highlight 10.1.............................................................. 280 The branding of destinations ........................................... 280 Ad highlight 10.2.............................................................. 283 Destination supra-brands................................................. 288 Case study 10.1............................................................... 297 Case study 10.2............................................................... 298 ... - tailieumienphi.vn