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Advertising in tourism and leisure

Author: Nigel Morgan; Annette Pritchard
Publisher: Oxford ; Boston : Butterworth-Heinemann, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This text provides a discussion of advertising in leisure and tourism, identifying both good and bad practice in the area. It employs extensive international case studies to provide a critical appraisal of the potential of advertising.
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Document Type: Book
All Authors / Contributors: Nigel Morgan; Annette Pritchard
ISBN: 0750645318 9780750645317 0750654325 9780750654326
OCLC Number: 43634182
Description: xii, 346 pages : illustrations (some color) ; 24 cm
Contents: Part One. Advertising Creation: 1. Understanding tourism and leisure advertising; 2. What makes good advertising; 3. Planning the complete campaign; 4. Advertising research --
Part Two. Advertising Challenges: 5. The dynamic advertising environment; 6. Matching markets and advertising appeals; 7. Creativity and advertising opportunities --
Part Three. Advertising Brands: 8. Building powerful tourism and leisure brands; 9. Advertising and brand positioning; 10. Advertising destination brands --
Part Four. Advertising Futures: 11. New advertising vistas.
Responsibility: Nigel Morgan and Annette Pritchard.
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A discussion of advertising in leisure and tourism, identifying both good and bad practice in the area. It employs extensive international case studies to provide a critical appraisal of the  Read more...

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'The necessary cohesion in the book is given by the discussion of strategic issues, the whole being written in clear and concise language. Advertising in Tourism and Leisure, is fundamentally a Read more...

 
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