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Advertising in Tourism and Leisure By Nigel Morgan

Advertising in Tourism and Leisure by Nigel Morgan

Condition - Well Read
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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 potential of advertising and the factors which influence its effective execution.

Advertising in Tourism and Leisure Summary

Advertising in Tourism and Leisure by Nigel Morgan

'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism.
Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion.
Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. 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.
Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
One of the only specialist Tourism/Leisure advertising texts on the market
Use of International case studies drawn from the 1999 International Festival of Leisure and Tourism Advertising to highlight good and bad practice
Accessible - ideal for practitioners

Advertising in Tourism and Leisure Reviews

'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 marketing agency text. This is its strength and its value to readers. This is a very valuable book and should be considered a basic text on any tourism marketing student's shelf.
Alan Machin, Leeds Metropolitan University, International Journal of Tourism Research, Nov-Dec 2001.
'This is one of the first books to truly explore in a clear and concise manner how tourism and leisure advertising does, and does not work. The extensive use of relevant examples helps to illustrate how advertising concepts work in practice.'
Brian Hay, Head of Research, Scottish Tourist Board
'I'll be at the top of the list to buy it'
Anna Bryson, Brand Manager BTA
Drawing on extensive international case studies, this volume provides a critical analysis of the potential of advertising in le

Table of Contents

Introducing advertising in leisure and tourism - advertising in leisure and tourism marketing; what makes a good ad?; planning advertising strategies; researching the advertised image; advertising in a changing marketplace - a segmented or fragmented market?; matching images, matching markets; popular culture and advertising; new strategic directions in advertising - positioning and repositioning strategies; building advertising suprabrands; new challenges in advertising environment.

Additional information

Advertising in Tourism and Leisure by Nigel Morgan
Used - Well Read
Taylor & Francis Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book. We do our best to provide good quality books for you to read, but there is no escaping the fact that it has been owned and read by someone else previously. Therefore it will show signs of wear and may be an ex library book

Customer Reviews - Advertising in Tourism and Leisure