Understanding advertising
What is advertising?
• The paid promotion of goods and services
• A means of developing a perceived want or need for a
specific product on the part of target markets
• A way of attracting the potential customer to the point
of sale
• A means of informing and communicating essential
information
Creating the right message
The advertisement should convey the following important
information to the potential customer:
• Introduce a particular product/service
• Explain the product or service
• Demonstrate its unique selling points
• Provide an indication of price
• Indicate where the product is available/distributed for sale
Advertising and the tourism industry
Advertising in the tourism industry is somewhat different
to other industries. A holiday is an intangible product that
the consumer can’t see or touch before they buy. Often the
customer will pay for the product before experiencing it.
The battle for the tourism dollar is increasingly competitive.
The modern tourist is adventurous and seeks an experience
with a high degree of participation. Given these factors and
the wide choice of tourism product available, customers have
high expectations of product quality and value for money.
With this in mind, advertising priorities should consider:
• Who would find your product most appealing?
• What are the potential customers’ needs and desires?
• What creative methods can be utilised to generate
interest in a particular product?
• What is the best way to reach these customers?
Even the most appealing product requires some form of promotion in order to maximise
sales and financial return. Advertising can help raise aw ...