A Study on Role of Advertisement in Promotion of Tourism in India

15524 Words Mar 26th, 2013 63 Pages
INTRODUCTION We live in a marketing and media-driven world. Any organization involved in the leisure and tourism business; arts centers, museums, sports clubs and small hotels to the largest theme parks, airlines and cruise companies, is interested in advertising
Many companies think that they should cut expenditure on advertising and redirect it into sales promotions, direct mail, public relations and other forms of marketing communications.
Advertising is not an expensive but, rather, is a strategic activity which should be regarded as an investment in the product or brand. Reducing advertising spend may yield short-term savings but may well lead to long-term loss of market share. In the late 1970s Adidas cut advertising spend on its
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Advertising is a process of communication. Ads should persuade and suggest things that the consumer may not previously have considered and the persuasion process is achieved through ads. Advertising must create immediate and measurable effects.
When effective, advertising (communication) moves customers along a way from “awareness of a product” to “reinforcing post-purchase satisfaction”.
Stage 1: Awareness: Target market to be aware of product.
Stage 2: Comprehension: Potential customers to understand its features and benefits
Stage 3: Acceptance: Potential customers must decide that the product can meet their needs. Advertising plays a vital role here.
Stage 4: Preference: Advertising must offer for Potential customers a compelling reason to think that the product meets their needs.
Stage 5: Purchase: Advertising motivates customers to action or to buy the product. This objective is always linked to sales promotions.
Stage 6 - Reinforcement: To confirm customers’ choices and create a sense of satisfaction about their actions or purchase.
4 key models are used in planning advertising today:
Sales response model: Sales response model is a very simple price-based model. It encourages the purchase of a product purely on the basis of its price.
Persuasion model: Persuasion model takes the advertisement as a starting point and

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