Concept of Tourism advertising

Concept of Tourism advertising

Meaning of Tourism advertising

In a true sense advertising means a link of communication between the buyer and the seller. It is an active attempt at influencing people to action by an smart appeal to a reason or emotion. as a part of the marketing mix it influence the sale of the product. This is a  tool of marketing mix is mainly concern with communication.In tourism advertising is aim at the public to create awareness of the travel offers available.Tourism  follow the principle of AIDA(Attraction,Interest,Action,Desire) to attract attention,create awareness and foster desire.The most important term should be used in this advertising is creativity. It is the creativity which would make the advertisement effective and efficient.

Objective of Tourism advertising

To create awareness among the tourist about new products an services.

To expand market and increase the share of profit.

To reduce the impact of the substitute products and services.

To improve the coverage in the market.

Importance of advertising in tourism

Advertising is considered as a paid form of message designed to describe the product and the service.In tourism industry product can be destination,transportation,accommodation etc.Tourism is an mixture of different product which involves a good number of organization and the potential tourist.

• Advertising covers a wide range of of geographical area which is not possible through other promotional tools. It is possible to react to a  number of potential buyers getting a uniformed sale massage but it is impossible for a sales person to cover a large number of prospective buyers.
• Advertising can also be used frequently whereas other promotional tool cannot be used as such. Which generally means that it is possible to organization to advertise the same massage again and again but it is not possible  with other promotional tools.
• Advertisement is accessible to all media such as television,radio,magazine,newspaper etc which help in attracting the tourists attention. It bears the efficacy of travelling to the prospects through different types of median under different circumstances and different way.
• Advertisement spreads information among the potential tourist about the particular resort,hotel and airlines. This offers to the prospect an opportunity of making choice. It bears the power of influencing  the travelling decision. And television has made it multi dimensional  display of advertisement which is not possible for any other promotional tool.

Steps of advertisement

The planning of advertisement is very essential part of the organisation. The agency prepares advertising plan and the programmes for the client. So it becomes essential to have a detail knowledge of merits and demerits of the product and the services with relation the competitive product in the market. Before advertising it is very essential to have knowledge about present and potential market. The market studies are conducted to get data who are the potential buyer when and where they buy and also the idea about why do they buy the particular product, where they like to travel, which travel agency they prefer more, which airline they usually used to travel, which hotel they prefer to stay and why they choose that particular hotel.It is important to have a knowledge of various media available in the market and information related to their influence, characteristic, area covered, audiences and cost. Because each medium has its own impact on segmentation of the market.

Selection of message

The main thing in any advertisement is massage which we try to deliver through the advertisement. Marketers always find it difficult to frame a massage,and selection of the message depends on quality of audiences and communication. A massage should be such that it takes  a direct route to persuasion. It is supposed to be well documented advertisement.The advertising message consist of the ideas with other relevant information. The idea spots the uniqueness of the product to get a place in the mind of the customer. While deciding about the massage one should keep in mind the nature of the product, for whom it is made, special features and benefits,occasion to use the product etc. The massage should be such that it should retains the interest of the customer about the product .A massage should be informative,interesting,authentic as well as memorable.

Selection of media

A number of media are available to advertise the product in the market  such as  television, magazine,newspaper, radio,mail etc. So it becomes essential to which media to use for the advertisement because the media plays a crucial role in advertisement. Advertisement  is like electrical current where we find the flow from one end to another the only difference here is electrical current covers a distance through a conductor and the advertisement done the the advertisement media .Choosing the right media is very sensitive task in advertisement .When the message is right and the selection of media is wrong than it is considered as waste of resources. Selection of media depends on the factors like area covered, types of audiences to be reached and the cost. Selecting the right media for a target market is important to be the advertisement successful.

Selecting the advertisement agency

The most important task after the selection of media and the massage is selecting the advertisement agency for the particular advertisement.Advertisement agencies have access to statistical information fro the major market research programmes which is not readily available to the advertiser. A modern advertising agency offers specialized knowledge, skill and experience which makes advertisement effective. The agencies has its own team of experts like writers, artist, researchers, television producers etc. A successful advertising agency can create beautiful advertisements which may have long life. A tourism organization need to consider the some points while selecting the advertisement agency such as the agency must be known to the client, agency must have creative people, the ability and presentation etc.