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Overview Of Country As Tourist Destination Marketing Essay

The overall budget and rationale will be examined in this section. It would include the costs of traditional advertising media and online media. Our choice of traditional media will be explained as follows.

Choice of Traditional Media: Newspapers, Magazines, Broadcast Television and Direct Mail

Annual Advertisement Volume, 2001-2005:

 

2001

2002

2003

2004

2005

Newspapers

44,305

44,102

44,939

48,244

49,436

Magazines

11,095

10,995

11,435

12,247

12,847

Broadcast TV

38,881

42,068

41,932

46,264

44,323

Cable TV

15,736

16,297

18,814

21,527

23,654

Radio

17,861

18,877

19,100

19,581

19,640

Direct Mail

44,725

46,067

48,370

52,191

55,218

Yellow Pages

13,592

13,776

13,896

14,002

14,229

Miscellaneous*

28,895

30,730

31,990

34,645

35,692

Business Papers

4,468

3,976

4,004

4,072

4,170

Out of Home

5,134

5,175

5,443

5,770

6,232

Internet

5,645

4,883

5,650

6,853

7,764

TOTAL ALL MEDIA

231,349

236,946

245,573

263,766

271,074

Source: Newspaper Association of America, http://www.naa.org/TrendsandNumbers/Advertising-Expenditures.aspx, accessed 3rd July 2010

From the given table above, we have decided to use the top few advertising mediums for the campaign in Singapore, with the exception of magazines. Traditional advertising mediums employed in this campaign would include advertisements in newspapers and magazines and commercials in broadcast television.

Advertisements in Newspaper and Magazines

Top American newspaper by circulation:

Wall Street Journal

1,752,693

U.S.A. Today

1,671,539

New York Times

1,086,293

Los Angeles Times

1,078,186

Source: Huffington Post, http://www.huffingtonpost.com/2010/04/26/top-25-newspapers-by-circ_n_552051.html#s84771; The PaperBoy, http://www.thepaperboy.com/usa-top-100-newspapers.cfm, accessed 3rd July 2010

The campaign would be marketed on the Wall Street Journal, which targets affluent consumers and has a circulation of about 1.7 million. Advertisements would also be placed in U.S.A Today and The New York Times, also popular local newspapers, with a circulation of 1.6 million and 1 million respectively.

Advertisement Sizes

To entice potential tourists, we would be using a full or half-spread colored advertisement in the local U.S. advertisements. Various attractions and highlights of Singapore would be placed in picture forms for a vivid representation of the country.

Cost of Advertising in Different Newspapers

Compiled costs of 3 selected newspapers:

Full page

Half-Spread (1/2 page)

Wall Street Journal (National Edition)

$285,974.37

$160,152.31

U.S.A. Today

$189,400 and $231,000 (Fridays)

$123,300 and $150,500 (Fridays)

New York Times

1,004 and 1,024 (Sundays) + color premiums of 36,100 and 41,200 NOT SURE

Source:

Advertising and promotion on popular travel magazines

List of popular travel magazines:

National Geographic Traveler

Travel and Leisure

ISLANDS Magazine

Source: Top 10 Travel Magazines, http://www.allyoucanread.com/top-10-travel-magazines/; Travel Magazines, http://www.world-newspapers.com/travel.html, accessed 3rd July 2010

The National Geographic features an adult readership of 5,327,000 readers, which makes it the largest travel magazine. National Geographic Traveler also has more adult readers aged 18-35 than any other major travel magazines (Source: TRAVELLER @ nationalgeographic.com, http://www.nationalgeographic.com/traveler/advertise.html). Advertising in this magazine would suit our marketing campaign well because the target audience would be young adults from America. Also, the average household income for the magazine subscribers averages at about U.S$78,385(Source: MRI Spring 2004), which is beneficial to our campaign as a more affluent audience would be more likely to travel overseas.

Top 5 ranks on effectiveness of a magazine advertisement:

Three single-page ads following each other on the right side

Two-single page ads in different sections of the same magazine on the right side

Double-page spread

Single-page ads on the right

Single-page ads on the left with a strip on the right

Source: Magazine Ad Effectiveness, http://www.kristofcreative.com/learning/advertising/magazine-ad-effectivness.shtml; accessed 6th July 2010

For advertisement on National Geographic Traveler, we have chosen to do four colored, full page and 1/3 page advertisements. The reasons behind the choices are that a four-color page advertisement has a 45% higher effectiveness rating than a black and white page(http://www.kristofcreative.com/learning/advertising/magazine-ad-effectivness.shtml). A single-page advertisement is also one of the top few most effective forms of advertisement, according to Starch Research. A 1/3 page advertisement also has a high reader action rate (62%) as compared to a spread which only garners a 57% rate of action from readers (Magazine Handbook, 2010) .

Four Color advertising Rates in National Geographic Traveler:

Full Page

1/3 page

24 Times

49,570

19,725

Source: TRAVELER @ nationalgeographic.com, http://www.nationalgeographic.com/traveler/rates.html; accessed 6th July 2010

The advertisement in National Geographic would be placed 24 times, which would be an advertisement with every monthly issue. This builds up audience’s trust due to familiarity of seeing the advertisement in every issue. The total cost for having both full and 1/3 page advertisements 24 times annually would be a total of US$69,295.

Broadcast television advertisements

(http://tvbythenumbers.com/2010/06/29/tv-ratings-top-25-americas-got-talent-wipeout-hells-kitchen-crowd-the-top-of-weeks-ratings/55620#more-55620, June 2010; http://www.newslink.org/nett.html --> Discovery Channel?)

Cost: http://www.gaebler.com/Television-Advertising-Costs.htm, July 3rd, 2010; http://tvbythenumbers.com/2010/05/20/broadcast-tv-ad-rate-increases-likely-to-just-balance-audience-losses/51948, 20th May 2010 HAS GRAPHS ON VIEWERSHIP)

Facebook Advertisements

As we all know, Facebook is currently the top social networking website in the United States. Our group decided that advertising on Facebook would be a better choice as it allows us to reach over 400 million active users and at the same time, help to increase their awareness on the various attractions of Singapore. According to the chart below, Facebook managed to beat ex-networking giant, MySpace, with a distinct 54.90% in the US market share of visits.

Source: http://www.marketingcharts.com/interactive/top-10-social-networking-websites-forums-may-2010-13182/

“Facebook” was also the top-searched term in the US in 2009, accounting for 0.67% of all internet searches, according to an analysis of the year’s top 300 search terms by Experian Hitwise, (http://press.experian.com/). This year marks the first year that Facebook has captured the number one spot. Back in 2008, MySpace held the number one slot.

By advertising on Facebook, we will be able to reach 4,708,640 people between the ages of 20 and 35 years old. The cost of advertising on Facebook depends on the number of clicks the advertisement receives. With a daily budget of $1,500, a click would cost us approximately $0.36, with a total of 4,200 clicks per day.

In addition, a fan page can be created on Facebook and users can become a fan of Singapore. At the same time, they are allowed share information about Singapore with people around them. Users can interact directly with the fan page by adding reviews, writing on that Wall, uploading photos, “liking” it, etc. These actions could appear in users’ Mini-Feed and News Feed that allow users to share information more efficiently with their friends. Furthermore, by being a fan or “liking” Singapore’s fan page, the user will be entitled to discounts to various attractions in Singapore. Most importantly, creating a fan page does not cost a single cent.

Travel Blogs

With the advancement in technology, the internet has played an important role in our daily lives. The best part about blogs is how accessible they are to everyone and they are either free or inexpensive

One of the world’s top travel blogs that our group settled for was Gadling, written and edited by various passionate travelers. Gadling has been the premier source of travel information and tips, ranging from countries like Maldives to Egypt, budget to luxury travels – and for everything in between.

By advertising on a popular blog like Gadling, we will then be able to reach out to millions of readers out there and receive wide notice within a short period of time. In return, with visual aids like videos and photographs, this would stimulate interest in readers.

COST OF ADVERTISING

http://www.invesp.com/blog-rank/General_Travel#ultimate

Analysis of U.S. International Travel Market

Promotional Campaign Plans

Implementation and Evaluation

Sample Promotion Materials

http://www.magazine.org/ASSETS/5EAC524003A54698B5F6EE2A9099157A/2010-11-MPA-Handbook.pdf

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