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Running head: MARKETING MarketingName of the student:Name of the University:Author Note:
1MARKETINGIntroductionMarking and campaigning of any products or services have a key role to play inenhancing its sale or decreasing it. Tourism is an essential sector and is one of the mainbackbones of the economy. Tourism and its services need to be promoted effectively, such thatit can attract thousands of tourists. Australia is one of the most famous tourist destinations of theworld. The serene beauty of Australia attracts thousands of tourists from all over the world.However, promotions of the tousrism of Australia have to be done, such that it reaches to peopleall over the world. One of the most effective media of promotions is the televisionadvertisements (Horner and Swarbrooke 2016). This assignment highlights the importance ofpromotions and marketing of the tourism products, along with the use of televisionadvertisements, as a mode of marketing. The effectiveness of the television advertisements isalso critique in this assignment. The campaign planning approaches are also highlighted in thisassignment. CritiqueOne of the most traditional media of promotion and marketing campaign is the television.Before the advent of Internet or various social media, television was the major way of promotionof the products and services (Dolnicar and Ring 2014). The promotion of tourism of Australia isdone using television media. Since televisions are one of the common gadgets that people allover the world has, hence the reach of television could be considered to be virtually worldwide(Mistilis et al. 2014). Two of the most popular brands of Australian tourism are TasmaniaExpeditions and Contiki. Both of these brands are the major operators in Australia (Goodall andAshworth, 2013). The brands have a high promotional approach and strategies using variousmedia such as television, print media as well as direct emails (Hall 2013). However, sincepromotions using televisions are a traditional way of marketing and promotion, hence it is usedwidely (Zeng and Gerritsen 2014). The communication objectives are clearly mentioned, alongwith the target customers. The objectives of both these promotional brands are to promotetourism of Australia, along with attracting more foreign tourists (Horner and Swarbrooke 2016).The targets markets of both these companies are the elite people as well as the frequent travellerswho are have the quest of travelling (Horner and Swarbrooke 2016). The marketing of thetourism products and services of these two brands are effective. The people, who are looking
2MARKETINGfrom a travel around, to explore Australia, might choose one of these two brands, as their travelpartner (Zeng and Gerritsen 2014). The effectiveness of the promotional televisionadvertisements lies in the facts that television has a wide access to people all over the world(Mariani et al. 2014). Hence, television could be used effectively as a promotional media, toreach the maximum of the people. Moreover, since the television advertisements are in motion,hence it is more appealing (Hall 2013). The people are able to get the actual look and feel of thetourism of Australia, and hence they are attracted (Dolnicar and Ring 2014). Using a static mediafor marketing and promotions is not as effective as that of the television advertisements.However, one of the major drawbacks of the television advertisements is that they comewith a statutory warning. Thus, the viewers cannot believe upon, anything that is shown in theadvertisements. Moreover, the advertisements are often misleading (Zeng and Gerritsen 2014).The discounts and the offers that are shown in the television advertisements are often not trueand there are certain clauses to get the offers (Goodall and Ashworth, 2013). However, thoseclauses are not mentioned in the television advertisements. Thus, the television advertisementscome is an attractive package; however, they are often misleading (Hingtgen et al. 2015).Moreover, the endorsements of the celebrities are also misleading, since they themselves, do notuse those products (Hays et al. 2013). Moreover, the queries of the tourists are often notanswered through the television advertisements (Mariani et al. 2014). Thus, the effectiveness andthe motive of promotions and campaigns are thus lowered with the use of the televisionadvertisements (Zeng and Gerritsen 2014). One of the essential components of marketing is the effective use of the marketing mix.The marketing mix has seven components, which are essential, while marketing activities areinitiated. The components of the marketing mix are as follows:Price: The prices of the products have to be low and reasonable, such that the potentialcustomers could be attracted to use the services and the products (Dolnicar and Ring 2014). Place: The place, where the tourism products and services are available, is essential to attractmore customers (Morrison 2013). The availability of the tourism services includes online portals,tourism fairs as well as in-store. The ease of accessibility is essential for the enhancement of thesales.
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