- Select an advertisement from a magazine or newspaper that is promoting a tourism o
hospitality enterprise, such as a hotel, a restaurant, a transport company, airline, an event or
a club or or a tourism destination region, such as a town or city – depending on what is
relevant to the degree you are doing. Make sure that the advertisement you choose has
sufficient information in it to complete this assessment task.
- Gather relevant statistics such as length of stay, expenditure and market segments
concerning the region in which this business is located and/or target market for the type of
enterprise chosen. You can access this information from a number of sources, for example
the Australian Bureau of Statistics and Tourism Research Australia, both of which can be
accessed from libraries; state and regional tourism organisations (e.g. Tourism New South
Wales, Tourism Queensland); local Councils and visitor information centres; corporate
websites; or independent academic and popular media.
Task
- Using relevant statistics describe the type of visitors who come to the region in which your
selected advertised business is located; or the main target market that uses the services
provided by your chosen enterprise.
- b. Based on the aforementioned information and marketing theory, critically evaluate how
well the advertisement targets the market for that region/enterprise. (You should cite at least
3 marketing/advertising theories that help you to analyse the effectiveness of the
advertisement (e.g. the AIDA framework) and cite at least 3 academic references.)
- c. Include, as an appendix in your assignment, a copy of the print advertisement that you
chose to evaluate, and provide its source.