In this training module for Community Tourism Advertising Strategies, we take a look at the Tourism Advertising Process and how it can be used more effectively to communicate the community’s message to potential tourists.
We start by examining the Consumer Buying Process to provide insight into how Patronage Buying motives consumers to buy or rent. Then we examine Pricing, Product Assortment, Service Quality, Knowledgeable Personnel, Location and Post-Purchase Behavior, all of which can have a significant impact on a consumer’s desire to choose your community as a vacation destination, weekend get-a-way or single day excursion destination.
Then we look at Advertising and the Self-Concept Theory and how it is used to create advertisements that are designed to speak to the Actual Self, The Looking-Glass Self, Ideal Self or one’s Self Image.
Understanding the Communications Process is invaluable in appreciating how advertising is a key part of the communicating to the customer. In this section, readers will learn about the Marketing Communication Mix. This includes communication through Branding, including developing the Brand, Emotion and Branding, Branding as a call for Action and Creating Urgency. Readers will also learn the reasons why advertising is an effective means of communication between consumers and providers and the important of Provider Controls.
Media Selection Opportunities are discussed, including Long-Term Branding, Reach and Frequency, Effective Advertising Tools and Advertising Effectiveness and Tracking methods are also covered. We also discuss Digital, Print and Broadcast methods and Tools of Persuasion such as Repetition and the Prepetition-Break Tool. Other methods you will learn include how to use Humor, Shock, Common Ground, Fulfil a Need methods of advertising as well as Offering a Solution or Clear Benefit method to create effective Advertising Messages.
Shaping the Market with Consumer Market Research is a key component of this module which examines the use of Psychographic Market Research for consumer segmentation.
We discuss the use of Universities/Colleges as an untapped resource in our advertising efforts and the use of the Advertising Agency and their role.
The Local/Regional Advertising Strategy is covered, including the use of various forms of billboard advertising, posters and placemats. This leads us into discussions about a Media Advertising Strategy, that examines issues such as Ad placement, Frequency, Ad size, Typeface Options, Copy size, Language, Illustrations and Pictures as well as various Headline and Sub-Headline options.
Internet Advertising is thoroughly discussed with topics coving types of online advertising options such as Floating and Expanding ads, as well as many others.
A variety of other advertising options are discussed, such as Specialty Cable, Brochures, Specialty Magazines and Event Sponsorships.
Also included is a segment on The Advertising Budget.
And as with all the training modules, there is a Test Your Knowledge Questionnaire.
itcas