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Mobile billboard advertising




Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.

Covert advertising (product placement) occurs when a product or brand is embedded in entertainment and media. For example, in a film, the main character can travel by an airplane of a definite company.

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The majority of television commercials feature a song or jingle that listeners soon relate to the product.

Infomercials

There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores, products, or companies.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam".

Mobile phone advertising

As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

Vocabulary Focus

 

Match the words or word-combinations with their definitions.

1. Advertisement a. giving or delivering smth to a number of people
2. Brand b. financial support
3. Destination advertising c. advertising intended to keep the name of a corporation such as an airline in the public eye rather than to give much information about specific services
4. Direct mailing d. notice of object or service for sale
5. Distribution e. usually a one-page advertisement that can be widely distributed by mail or by hand
6. Institutional advertising f. survey, scientific enquiry
7. Media g. type of product made by a particular company
8. Poll h. form of promotion that involves mailing brochures or throwaways to a selected list of people
9. Sponsorship i. means of spreading information
10. Throwaway j. advertising that stresses a resort area or some other tourist destination

Additional Reading

Text 2 Various Kinds of Tourism Promotion

There are three aims of most tourism promotion. The first is to retain the established market of people for whom travel is a normal form of recreation. Generally they are likely to be between thirty and fifty years of age, well educated, residents of urban centers, and prosperous, with income of $25,000 a year or more.

The second purpose of tourism promotion is to increase the size of the market. In order for tourism to grow, it is necessary to tract people who would not have traveled much until the last years. These include not only office workers, but also industrial workers with much larger disposable incomes than ever before. It is significant for tourism that labor unions, having achieved high wage levels for workers in the industrialized countries, now fight for fringe benefits such as longer paid vacations and shorter workweeks.

The third goal of tourism promotion has been to overcome what might best be called its seasonal bias. In many countries, summer was the traditional vacation season. In the United States, for example, people went off to a resort in the mountains or at the seashore during the hot months. In France, the summer vacation has extended even to the shutting down of many stores and small businesses. Hundreds of thousands of Frenchmen leave Paris in August for the south of France or for destinations outside the country.

Winter vacations have been heavily promoted to spread tourism more evenly throughout the year. There has been a big increase in facilities for winter sports. The biggest attraction of all, especially to people who must endure a cold and gloomy northern winter, is a vacation in sun. Some areas have been able to combine both attractions. The winter sunshine of Marrakech in Morocco, for example, has long made it an attractive resort, and now ski facilities have been developed in the nearby Atlas Mountains for winter sports enthusiasts.

Many different organizations are involved in tourism promotion. They include official and semi-official tourist bureaus, the transportation companies, tour operators, retail travel agents, and individual hotels or hotel chains. Through their tourist offices, governments do a great deal of travel promotion, both in the form of advertising and publicity.

There are two major kinds of promotion publicity and advertising. Publicity might well be termed free advertising. It consists of stories placed in newspapers and magazines about travel, accommodation, restaurants, and other parts of the whole tourism industry. Many newspapers and magazines carry such stories regularly as features. Indeed, professional travel writers journey from resort area to resort area to report on the facilities and amenities that are available.

Another kind of tourism-connected public relations comes under the heading of familiarization. People in the industry, especially those involved in sales notably travel agents are frequently provided with free trips to tourist destinations. At best, they may be so impressed by what they see that they will push that area or resort. And at least, they will be able to answer questions from their own experience. Familiarization trips are often extended to other people in the tourism industry, especially tour operators and employees of the transportation companies and government bureaus.

Tourism advertising is a large business in itself. Most of the advertising is directed toward the large tourist-generating regions the United States and Canada, Western Europe and Japan. Within those regions, advertising is concentrated in particular areas. In Canada and the United States, the cities of the northeast and of the Pacific coast produce more travelers than other areas, so they receive a great deal more advertising. In Japan and Europe travel and tour advertising is concentrated in urban conglomerations Tokyo, Osaka, London and Paris.

Media is a term that is used for the different means of spreading information in the form of news and advertising. Newspapers and magazines the print media and radio and television - the broadcast media are usually included in the term. Once the market area has been pinpointed, the advertiser tries to select the particular medium that will reach those people who are likely to purchase the services that he is promoting.

Television reaches the largest market, one that generally cuts across different social and income groups. TV time is also very expensive, so it is used principally by transportation companies and government tourist agencies for institutional advertising, keeping the name of the company or the region in the public view without giving many specific details about services. Radio serves a more limited audience. Radio, however, is unique in that it can reach people driving their automobiles.

Of the print media newspapers reach the broadest group of people. Many papers in big tourist markets have a weekly travel section. In addition to feature stories, the travel section carries many ads for particular tours and particular resorts. A person who has been intrigued by a general destination because of the colorful pictures on TV or travel posters could then find in the newspaper specific details about accommodation, tours, and prices.

Most magazines nowadays are directed to special interest groups. Some institutional advertising appears in magazines, but for the most part they carry advertising directed to the groups who read the magazines.

Another form of advertising is the brochure. It can be an elaborate pamphlet on glossy paper with beautiful color photographs, or a simple throwaway with a page of details for a tour. Tour operators distribute brochures and throwaways in large numbers to travel agents in the market area they are trying to reach.

A great deal of tourism advertising, especially of the institutional variety, stresses the destination, and in fact this is known as destination advertising. It is now generally accepted that the public does not really differentiate between one airline and another, no matter how pretty the stewardesses, how elaborate the meal service, or how brightly painted the aircraft. What the public is buying is essentially a destination, and that is what most of the airlines are emphasizing in their current campaigns.

Perhaps the most effective kind of tourism promotion is the one that cannot be manipulated by the industry. This is word of mouth, what one person says to another about his vacation. And this is indeed a major topic of conversation among people who travel. Like news stories, the results of word of mouth can be good or bad. A recommendation of a resort or hotel by one family to another can significantly influence the choice people are likely to make. On the other hand, a bad report spread around by disgruntled tourists may sharply cut tourism. Word of mouth guarantees that the tourism industry will provide more or less what it promises. One might say that it is a powerful force in keeping the industry honest.

 

Reading comprehension

 

Say what statements are true and what ones are false. Comment on the true statements and correct the false ones. Prove with the text.

1. Fringe benefits such as paid vacations and longer weekends are an important factor in the growth of tourism.

2. There has been a great deal of efforts by the tourism industry to spread recreational travel more evenly throughout the year.

3. The only group within the tourism industry that carried on promotion is made up of the transportation companies.

4. Magazines and newspapers never carry stories or articles about tourism or travel.

5. Travel agents, airline employees, and other tourism industry personnel often receive free trips to resort areas so that they can get to know different tourist places.

6. Tourism promotion is equally spread throughout the world since all places generate a large volume of tourist traffic.

7. The different information media reach different groups of people.

8. Television time is cheap; thus, it is frequently used to advertise the details of specific tours.

9. Magazines are used to reach special interest groups with both institutional advertising and information about particular tours.

10. All current airline advertising emphasizes in-flight services since it had been determined that this is what makes people want to fly.

11. Word of mouth has no influence on decisions that other people make about where to go on their vacations.

12. Word of mouth is helpful to the tourist because it helps to make the industry live up to its own advertising claims.

Creative task

 

Advertise your enterprise. Create a flyer/handbill/business card of your travel agency. Make sure it is colorful, unique and impressive. Tempt people to visit you and use your services!

For indefatigable students: advertise your enterprise in different ways create a billboard, web-banner, TV commercial, etc.

 





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