TAILIEUCHUNG - Advertising in Leisure and Tourism

There are many people and organizations to whom we are very grateful for their help and support in producing this book. Whilst many of our colleagues in the School of Hospitality, Tourism and Leisure at the University of Wales Institute, Cardiff (UWIC) gave us invaluable support in our research for this book, we would especially like to thank Julia Fallon, Diane Sedgley and Dr Eleri Jones. | 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 . 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 . 34 Ad highlight . 36 The role of client - agency relationships. 38 Ad challenge . 39 Ad highlight . 41 Case study . 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 . 62 Ad highlight . 63 Ad highlight . 66 Emerging media. 69 Ad highlight . 71 Ad challenge . 74 Case study . 79 Case study . 82 Notes. 85 Further reading . 86 4 Advertising research. Introduction. 88 Is research killing creative ads . 89 Ad challenge . 90 Ad challenge . 91 Research in the advertising cycle. 94 Ad challenge . 95 Advertising research techniques. 102 Ad highlight . 104 Ad highlight . 107 Case study . 109 Case study . 113 Notes . 114 Further reading . 114 Part Two Advertising Challenges. 5 The dynamic advertising environment. Introduction. 120 The changing leisure consumer. 122 Ad highlight . 129 The global competitive economy . 132 Ad highlight . 141 Consumer power ethics and responsibilities . 142 Ad highlight . 142 Ad highlight . .

• Quản trị kinh doanh
• leisure promotion
• good advertising
• agency relationships
• complete campaign
• Advertising strategy
• BMC Musculoskeletal Disorders
• Athletic injury
• Injury prevention
• Physical activity
• Public health promotion
• The Advertising Handbook
• marketing materials
• advertising
• marketing strategy
• marketing skills
• the art of advertising
• Principles of Marketing
• Lecture Principles of Marketing
• Advertising objectives
• Public relations
• Advertising budget
• customer management
• sales experience
• distribution strategy
• product advertising
• specialized marketing
• advertising skills
• project marketing
• marketing textbooks
• Market Segmentation
• Marketing Mix
• Benefit Segmentation
• Benefits Sought Variables
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Message strategy
• Persuasive communications
• Campaign theme
• Contact strategy
• Media contacts
• Brand contact points
• Business strategy
• business development
• corporate strategy
• strategic management
• Basic Marketing
• Lecture Basic Marketing
• Sales promotion
• Advertising promotion
• Strategy planning for advertising
• Major public relations tools
• MEDIA STRATEGY
• setting objectives
• formulating strategies
• devising tactics
• marketing savvy
• Market strategy
• Business marketing
• Lecture Business marketing
• Business markets
• Communicating via advertising
• Trade shows
• Lecture Advertising
• Target audience
• Planning process
• Creative process
• Integrating marketing communications
• Creative strategy
• marketing professional
• Marketing Insight
• business
• art of marketing
• branding
• experiential advertising
• customer relationship management
• overall strategy
• marketing process
• marketing basics
• target market segments
• promote products
• distribution channels marketing
• Current Regulatory
• Issues Affecting
• Federal Regulation
• Perception Process
• Advertising Appeals
• Feature appeals
• Competitive appeals
• Rational Motives
• Rational Appeals
• Emotional Appeals