Advertising in tourism and leisure, Nigel Morgan and Annette Pritchard
Type
Label
Advertising in tourism and leisure, Nigel Morgan and Annette Pritchard
Language
eng
Bibliography note
Includes bibliographical references and index
Illustrations
illustrations
Index
index present
Literary Form
non fiction
Main title
Advertising in tourism and leisure
Nature of contents
bibliographydictionaries
Oclc number
1259486092
Responsibility statement
Nigel Morgan and Annette Pritchard
Summary
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between adver
Table Of Contents
Front Cover; Advertising in Tourism and Leisure; Copyright Page; Contents; Acknowledgements; List of figures; List of plates; List of tables; Abbreviations; Part One: Advertising Creation; Chapter 1. Understanding tourism and leisure advertising; Chapter 2. What makes good advertising?; Chapter 3. Planning the complete campaign; Chapter 4. Advertising research; Part Two: Advertising Challenges; Chapter 5. The dynamic advertising environment; Chapter 6. Matching markets and advertising appeals; Chapter 7. Creativity and advertising opportunities; Part Three: Advertising Brands