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Advertising in tourism and leisure / Nigel Morgan and Annette Pritchard.

By: Contributor(s): Material type: TextTextPublication details: Oxford ; Boston : Butterworth-Heinemann, 2001.Edition: Pbk. edDescription: xii, 346 p., [12] p. of plates : ill. (some col.) ; 24 cmISBN:
  • 0750654325
Subject(s): DDC classification:
  • 338.4791 MOR
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 338.4791 MOR (Browse shelf(Opens below)) 1 Available 39002000380619

Enhanced descriptions from Syndetics:

Illustrated with extensive international case studies (USA, UK, Australia, Bali, Israel for example), this book brings together the current thinking, and provides a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book examines: * The role of advertising and its relationship with other aspects of tourism and leisure marketing * Techniques used in advertising to key market segments * New strategic directions in advertising - focusing on the new destination marketing strategy of branding - assessing the relationship between advertising and other increasing important areas of promotion, such as sponsorship, ambient marketing and sales promotion. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries.

Originally published: 2000.

Includes bibliographical references and index.

Table of contents provided by Syndetics

  • Acknowledgements (p. vii)
  • List of figures (p. ix)
  • List of plates (p. x)
  • List of tables (p. xi)
  • Abbreviations (p. xiii)
  • Part 1 Advertising Creation (p. 1)
  • 1 Understanding tourism and leisure advertising (p. 3)
  • 2 What makes good advertising? (p. 23)
  • 3 Planning the complete campaign (p. 49)
  • 4 Advertising research (p. 87)
  • Part 2 Advertising Challenges (p. 117)
  • 5 The dynamic advertising environment (p. 119)
  • 6 Matching markets and advertising appeals (p. 150)
  • 7 Creativity and advertising opportunities (p. 182)
  • Part 3 Advertising Brands (p. 211)
  • 8 Building powerful tourism and leisure brands (p. 213)
  • 9 Advertising and brand positioning (p. 245)
  • 10 Advertising destination brands (p. 272)
  • Part 4 Advertising Futures (p. 303)
  • 11 New advertising vistas (p. 305)
  • Index (p. 341)

Author notes provided by Syndetics

Dr Nigel Morgan is Director of Graduate Studies in the School of Hospitality, Tourism and Leisure, University of Wales Institute, Cardiff
Dr Annette Pritchard is Senior Lecturer in the School of Hospitality, Tourism and Leisure, University of Wales Institute

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