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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. 93