Advertising includes, but is not limited to newspapers, magazines, radio, television, online, skywriting, and billboards. Advertising can reach many people at once and the same message can be repeated many times.
There are advantages and disadvantages to advertising. It can be very emotional in its appeal, and can reach a large audience. On the other hand, it can be expensive and impersonal - it is one-way communication.
Types of advertising
There are many opportunities for cooperative advertising, where several businesses or organisations work together to produce and pay for a joint advertisement. These are often coordinated by Regional Tourism Organisations, Tourism WA, and Tourism Australia.
It is sometimes possible to arrange an editorial in publications in which you advertise. This is when the newspaper, magazine or other mediums produces a feature article about your business (often on the basis of information you provide) that supports your advertisement.
This is often called an 'advertorial' and can be effective as it appears to be more objective and have more credibility than advertising.
There are two main types of newspaper ads:
- Display ads - Usually appear in the travel pages or in the general news section of a newspaper.
- Lineage ads - 'Line ads' are so-called because you are charged on a per line basis. Line ads may be placed in the classified section or in a special classified section in the travel pages.
There are a range of publications that offer advertising space for tourism operators, including holiday planners produced by Regional Tourism Organisations (RTOs), local tourist guides produced by visitor centres, and commercial publications. It is likely that you will be inundated with offers and requests for advertising. Ask what the print run is, where the publications will be distributed and who they are aimed at when considering the potential benefit to your business.
Top 6 advertising tips
- KISS - Keep it simple stupid!
Don't overcomplicate your advert - if it looks cluttered, people won't even attempt to understand what it's about, they will simply turn the page.
- Have a captivating headline
Don't just use your business name at the top of your advert. The headline must be compelling enough to instantly grab someone's attention. Try and make your headline fun and play to the readers' desires.
- Use only one 'hero' image and choose it wisely.
A good picture should instantly bring to mind the experience and inspire someone to 'jump right in!'
- Have a call to action
What do you hope to achieve by the advert? If it is bookings then give a call to action “YOUR ADVENTURE STARTS HERE, CALL...
- Clearly display contact details
Such as a website, phone number or location.
- Use colour if possible
Because, without colour your ad may be less noticeable, and people could perceive it as being bland before even reading it.