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. 7
7 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
VERSITY CHINA 1946 吉林大学远程教育课件 旅游英语 (第118讲 主讲人：李景富 学时：60
8 吉林大学远程教育课件 学 时：60 旅游英语 (第118讲) 主讲人 : 李景富
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. Traditionally,the objectives of advertising were stated in terms of direct sales goals.The clearer and more specific the objective is,the more effectively the ad can be created and transmitted,and the more satisfactorily the ad's effects can be evaluated later.A better approach,however,is to view advertising as having communication objectives that seek to inform,persuade,and remind potential customer of the product or service.Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service.A good advertisement may take any form,but it must accomplish the following goals:
9 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. Traditionally, the objectives of advertising were stated in terms of direct sales goals. The clearer and more specific the objective is, the more effectively the ad can be created and transmitted, and the more satisfactorily the ad’s effects can be evaluated later. A better approach, however, is to view advertising as having communication objectives that seek to inform, persuade, and remind potential customer of the product or service. Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service. A good advertisement may take any form, but it must accomplish the following goals: