Tourism Marketing - Tourism: Principles, Practices, Philosophies - page 427

Not all promotion/advertising is on a billboard, in a newspaper, or on your large-screen television. Shown
here is the state of New Mexico's automobile license plate: intense red numbers on a brilliant yellow
background. This format provides thousands of in-state '' impressions'' every day for the '' Land of
Enchantment.'' PhotocourtesyofNewMexicoTourismDepartment.

of the major advertising media such as the Internet, newspapers, magazines, direct mail, television,
outdoor, or radio. Effective advertising gains the attention of the prospective visitor, holds the
attention so the message can be communicated, and makes a lasting positive impression on the
prospect s mind.

Each advertising medium has advantages and disadvantages. A key decision in developing promo-
tional strategy is to select the right medium to maximize advertising expenditure. To assist in media
selection, turn to Standard Rate and Data Service (SRDS), 1700 Higgins Road, Des Plaines, IL 60018.
SRDS publications contain advertising rates and other media information required to make intelligent
decisions ( www.srds.com ). The advantages and disadvantages of the major media are as follows.

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Internet
E-mail marketing and Web sites have very rapidly established themselves as one of the most pervasive
and most powerful means of directly communicating with individuals in the marketplace. They have
the ability to be interactive, show rich multimedia, and be available 24/7. They are particularly valuable
to small and medium-size tourism operators, who in the past had dif culty conveying information
regarding their products and services to their many potential customers. Care must be taken, however,
to ensure a well-designed Web site. Because of the ease of access to Web sites, many rms assume
that a simple listing of products and services is adequate. This is far from true. The growing
sophistication of Web site marketers means that both innovation and functionality must be carefully
built into a Web site for it to be successful.
Spending on Internet advertising has grown rapidly in recent years, making it a major medium.
The shift to the Internet as an advertising medium is illustrated by the Colorado Tourism Of ce,
which has moved approximately 40 percent of its advertising budget to the Internet. It is estimated
by eMarketer that global spending on Internet advertising will reach $61.8 billion in 2010 and
$96.8 billion by 2014. 7 The Internet's gain is expected to come at the expense of print and television
advertising.

Newspapers
Newspapers give comprehensive coverage of a local market area, are lower in cost than other media,
are published frequently, are flexible (short lead time) and timely, have a wide audience, and get a
quick response. Most newspapers have travel sections. The major disadvantages are low printing
quality and short life. Newspapers also suffer from the image of being a dying industry.