Regardless
of the exact appeal chosen, an advertisement should
gain attention, arouse interest, inform and /or persuade, and eventually
lead to buying action. An advertisement that fails to gain the receiver’s
attention and then hold the person’s interest is ineffective. As
it is known that advertising is a nonpersonal sales presentation
usually directed at a large number of potential customers, the travel
industry has
come to realize the tremendous potential of this form of promotion,
and during recent decades, advertising has become increasingly important
in marketing. In this sense, advertising is an excellent example
of the close relationship between marketing communication and promotional
strategy. |