Advertising and Promotion: Communicating Brands by Dr Chris Hackley

By Dr Chris Hackley

A close account of latest advertising perform that pulls on unique learn and first-hand details from best overseas businesses. The publication has unique case vignettes, case research questions and evaluation routines. it really is choked with necessary resources for extra studying and a thesaurus on the again to give an explanation for technical phrases. There are color images of unique case examples. Framed inside of a theoretical stance it considers either the creation and the intake of selling verbal exchange. this is often a sophisticated pupil textual content, a reflective practitioner's instruction manual and an insightful account for the final reader.

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All categories of tourists, from student back-packers to well-heeled travellers, seek luxury and comfort in Thailand’s exotic setting. The SARS outbreak and the Iraq war had a very adverse effect on tourism across Asia. Many destinations reacted by discounting to win back tourist confidence and branding to try to differentiate their country’s appeal from others. The TAT (Tourism Authority of Thailand) engaged Dentsu Thailand as their agency. Their marketing objectives were to: 1. increase the number of tourist arrivals; 2.

The ads hinted that the brand itself had the same authenticity as the characters (‘Budweiser. True’). qxd 36 21/12/2004 4:51 PM Page 36 Advertising and Promotion ‘Whassup’ became a popular catchword attracting much media comment and coverage, extending the audience for the brand. A website was set up to exploit the popularity of the advertising and to allow people to download ads and screensavers. While beer ads generally seek out an audience of 18–50-year-old males, the creative appeal of these particular ads clearly included but reached beyond beer drinkers.

CASE Tourism Authority of Thailand For many years Thailand has been one of the most popular tourist destinations in South-east Asia, attracting visitors from all over the world. It is famed for the natural beauty of its beaches and countryside, the luxury of its hotels, the friendliness of its people and its world-class food. This attraction is enhanced by the low cost of living in Thailand. All categories of tourists, from student back-packers to well-heeled travellers, seek luxury and comfort in Thailand’s exotic setting.

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