Travel Reference
In-Depth Information
Attract
attention
to the advertisement by using colour,
bold headlines, a picture of a famous personality or
striking graphics;
Trigger
action
on the part of the reader by clearly letting
him or her know what to do next, e.g. by including a
simple map or directions to the park, printing the
address and telephone number clearly, or displaying
the opening times.
Maintain the readers'
interest
by keeping the wording
of the advertisement as brief as possible, including
language and images that the reader can easily relate
to;
Leal ets
Create a
desire
to visit the theme park by perhaps
offering a discount voucher or other incentive as part
of the advertisement;
Leafl ets are a simple and inexpensive way of promoting
products and services. For organisations on a tight
budget, leafl ets may be printed in black and white,
Media Type
Advantages
Disadvantages
Newspapers and
magazines
• Relatively inexpensive
• Segmentation possible
• Flexible
•
• May be poor quality
• Static medium
•
Small ads may have
little impact
Use of colour possible
Television
• Large audience
• High degree of creativity
• Sound, vision and colour
• Repetition easy
• Expensive medium
• High production costs
• Diffi cult to segment
market
Radio
• Immediacy
• Relatively inexpensive
• Segmentation possible
• Repetition easy
•
• 'Background' medium
• Limited audience
numbers
•
Production quality issues
Low production costs
•
Lack of visual impact
Cinema
• 'Big screen' impact
• Segmentation possible
•
• High production costs
• Limited market
Access to young audience
•
Local and regional coverage
Transport and
outdoor
• Low 'cost per site'
• Flexible
• Localised coverage
•
High production costs
Internet and
'new media'
• Relatively inexpensive
• Immediate
• Use of graphics, sound and
images
• Low production costs
• Segmentation possible
•
May be ignored
•
High initial investment
Fig 5.11 - Advantages and disadvantages of advertising media
