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CHAPTER 11
ADVERTISING TOOLS
11.1 Types of Advertising Tools
11.2 Print Media
11.3 Signage
11.4 Multi-Media: Radio, Television, and Video
11.5 Internet and Website Tools
11.1 TYPES OF ADVERTISING TOOLS
Advertising tools are distinguished from public relations tools in that they are designed, paid for, and placed by
the advertising sponsor. Advertising is so pervasive in our everyday lives that we are all good critics about
whether a particular advertisement is appealing and works to influence behavior in the intended manner.
Airports are relative newcomers in the advertising world. Advertising has always taken place inside terminals
at airports and in industry and local publications, but only in the past 10 to 15 years have airports begun to
strategically place ads outside the airport. One of the first bold advertising campaigns occurred when airports
placed billboards near neighboring airports to recruit passengers to use their airport instead. Since then, adver-
tising outside of the airport has become common.
For discussion purposes, advertising tools are grouped and described in Exhibit 11.1.
Exhibit 11.1--Scope of Advertising Tools.
Advertising Tools
Internet & Websites Print Media Signage Multi-Media Tools
Source: Oliver Wyman
· Internet and website tools--including the airport website, as well as email distributions, and Internet
advertising.
· Print media--including print ads in newspapers, magazines, and trade journals; direct mail pieces
(e.g., post cards, flyers, etc.) sent out to targeted audiences; glossy marketing brochures that feature
the airport; airport business cards and stationery that include its brand (e.g., logo, tagline, etc.); and
testimonials or written statements from customers and colleagues that are used to promote the airport
through all forms of print media.
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