Cover Image

Not for Sale



View/Hide Left Panel
Click for next page ( 94


The National Academies | 500 Fifth St. N.W. | Washington, D.C. 20001
Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement



Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.

OCR for page 93
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