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Advertising
is a very important part of its promotional mix, and nowadays few
will disagree that advertising is an economic force and social institution
that advertising is an economic force and social institution that
affects the lives of everyone. The ex-President of the U.S.A. Franklin
D. Roosevelt is reputed
to have said: “If I were starting my life again, I am
inclined to think I would go
into the advertising business in
preference to
almost any other. ” As advertising is an important
element in the promotional programs of most retailers and manufacturers,
they spend four or five times as much money for personal selling.
The sharp increase in travel advertising spending is a convincing
point in the importance of travel advertising for business success
in this competitive world of tourism, It is encouraging to witness
the increasing awareness in travel advertising in Chinese tourism
circles.
Advertising is part of the overall
endeavor
of tourist promotion, and is aimed at the following objectives-(1)to
provide information, (2)to in crease demand, (3)to differentiate
the product, (4)to increase product worth, and (5)to maintain current
sales level. In order to achieve the objectives of business communication,
it is necessary to adopt an appropriate promotional mix, which entails
personal selling and mom-personal selling. |
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