Article Abstract:
The Asian travel industry is booming. Fifteen airlines now serve Asia, more quality hotels are being built, and business publications are proliferating and profiting from the travel boom. Marketing research has identified print ads (particularly in newspapers) to be an effective way to reach Asian business travelers. Soft-sell print ads are the most effective. Various advertising campaigns are analyzed, including promotions by Japan Air Lines, Singapore Airlines, Northwest Orient, and United Airlines.
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Article Abstract:
Advertisers who advertise in travel publications can expect to reach the international executive market. Though they do not reach the massive numbers that mass-market international weekly periodicals do, travel periodicals can reach specific audiences. Media buyers can look to special interest periodicals for upscale marketing and advertising.
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Article Abstract:
The use of all types of advertising rose 5.7 percent in 1984 for the West German market. The use of consumer-magazine advertising went up 8.1 percent, partly due to the rise in corporate advertising. Inexpensive women's periodicals are now more popular with advertisers. The market penetration made by some West German magazines is examined.
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