Advertising in Tourism and Leisure

Matching markets andadvertising appeals

Chapter overview

Chapter 5 outlined the dynamic marketing environment, focusing on the ways in which today's tourism and leisure market is becoming ever more fragmented and its consumers more difficult to reach. Segmentation (as part of a strategy of target marketing) holds the key to cost-effective and efficient ad spend. However, at the beginning of the twenty-first century variables such as sociodemographics cannot be used in isolation to predict consumer behaviour, and advertisers have to seek to combine these more traditional forms of segmentation with techniques such as psychographics and lifestyle attributes. This chapter examines the importance of matching ad appeals to the target audience. It ...