STUDY ON THE ROLE OF ADVERTISING IN TOURISM DEVELOPMENT
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STUDY ON THE ROLE OF ADVERTISING IN TOURISM DEVELOPMENT
Chapter one
INTRODUCTION
BACKGROUND FOR THE STUDY
Advertising is a phrase that has been defined in several ways by authors, and these definitions all convey what advertising is about.
According to Tother (1988), advertising is defined as any non-personal or one-way kind of communication carried out through paid media under costly sponsorship.
According to Stanton W.J (1983), advertising includes all of the activities involved in conveying to a group a non-personal, spoken or usual, openly sponsored message about a product, service, or idea.
According to the American Marketing Association (1960), “advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”.
Rotler (2002) defined advertising as any compensated non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
According to the definitions above, advertising is a paid communication conducted by a specified sponsor that governs all company actions. These efforts may involve the placement of product and service announcements and messages on television, radio, magazines, newspapers, outdoor leaflets, and other media with the goal of increasing awareness.
Advertising is vital at the introduction stage because when a firm presents a new product or service, it must notify potential customers of its presence. The need for it, where to find it, how to utilise it, and, in some situations, how much it costs.
It is also critical in maintaining existing products or services in the market. This is because one cannot take an aeroplane and frequently cut the engine. Advertising is the force that propels products or services to new heights, and if it is abruptly cut off, the product and services will fall.
Furthermore, advertising has proven to be a more efficient and cost-effective source of information than all other sources (Wright et al 1983). Another key feature of advertising is that it builds or increases demand for a product or service through persuasive communication.
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