Travel Reference
In-Depth Information
more likely to read the 'quality' newspapers such as
The Times
or
The Guardian
;
3.
Maximum impact with the use of colour and
sound;
4.
Readers with specialist interests can be targeted,
4.
The message is dynamic;
e.g. an organisation specialising in offering garden
tours can advertise in magazines devoted entirely
to the subject of gardening;
5.
The advertisement can be repeated.
In addition to cost, another disadvantage levelled at TV
advertising is that it is diffi cult to broadcast to a particular
market segment, i.e. the message will not be relevant
for many of the viewers. Targeting specifi c segments
is becoming more possible with the introduction of
themed satellite channels, such as MTV, the Discovery
Channel, Thomas Cook TV and Sky Sports, and with
new developments in digital television.
5.
Reply coupons can be included in an advertisement
as a way of compiling a database or mailing list;
6.
Advertisements can normally be placed at very
short notice so giving the medium great fl exibility.
As far as disadvantages are concerned, some people
point to the static nature of a newspaper or magazine
advertisement, poor quality printing (although new
technologies have meant that excellent results are now
achievable) and the poor impact some advertisements
can have, particularly if they are included among many
hundreds selling very similar goods and services.
Commercial radio advertising
Advertising on the 280 commercial radio stations in
the UK accounted for 3 per cent of total advertising
spend in 2009. Commercial radio is an important
outlet for local news and events, appealing to travel
and tourism organisations that want to communicate
with a local audience. Travel agents use local radio at
certain times of the year to publicise their services,
while tourist attractions and local authority leisure
providers advertise their facilities. Local radio is an
obvious choice for events, such as a local holiday show
or a sports match. Its main advantages are:
Television advertising
Television is the most powerful advertising medium
available, which is why it is the most expensive!
Approximately 98 per cent of British households have
a television set and audiences in the UK can exceed
20 million viewers for a single programme. With the
developments in digital and satellite technology,
worldwide audiences of hundreds of millions are easily
achievable. Advertisers will pay anything up to £30,000
for a 30-second 'slot' at peak viewing time in certain
ITV regions, and even more when the advertising
is linked to a major feature, such as a British team
playing in a world sporting event, which will guarantee
a larger than average audience. With costs of this
magnitude, it is not surprising that many travel and
tourism organisations are not able to budget for TV
advertising. Regional TV advertising is within the reach
of some smaller operators, such as tourist attractions,
resorts and destinations, hotel groups, leisure centres
and regional airports.
1.
It is relatively cheap when compared with other
media;
2.
The message can be repeated many times;
3.
Audiences can be targeted geographically;
4.
Production costs are low;
5.
It has the advantage over printed media in that
voice and sound can be used.
The main disadvantage of advertising on commercial
radio is that it is often seen as a background medium,
meaning that messages are not always conveyed to
the audience effectively.
Those travel and tourism organisations that have the
resources to be able to use TV advertising benefi t
from:
Cinema advertising
With the introduction of multiplex cinemas, and the
general improvements in levels of quality and customer
service, there has been something of a revival in
cinema-going since the mid-1980s. This renewed
1.
Access to a large audience;
2.
The high degree of creativity possible;
