Tables
1.1 The key tourism and leisure promotional tools
1.2 Tourism destinations vs other advertisers: global spend, 1995
1.3 Advertising spend in the UK domestic market, 1994–8 (£ millions)
1.4 Television's loosening grip on audience interest
1.7 Matching creative advertising styles to consumer ad-itudes
2.1 America's winner and loser ads
2.2 The eight old rules of advertising
2.3 Endline legends and lame ducks
2.4 The eight new rules of the ad game
2.5 What clients want from agencies
2.6 Relationships that can ‘kill’ creativity
2.7 What makes good and bad advertising
3.1 The advantages and disadvantages of the major advertising media
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