Naslov
New Trends in Advertising on the Basis of Tourism Development

Autori
Medić, Mane ; Jacoby, Ines

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
1st INTERNATIONAL TOURISM MARKETING CONFERENCE: Generations in Tourism / Törőcsik, Mária ; Gonda, Tibor ; Csóka, László ; Csapó, János ; Gerdesics, Viktória ; Mátyás, Judit ; Pavluska, Valéria ; Raffay, Zoltán ; Hegedüs, Réka - Pečuh : Pécsi Tudományegyetem, Közgazdaságtudományi Kar, 2018, 449-456

ISBN
978-963-429-219-7

Skup
1st International Tourism Marketing Conference: Generations in Tourism

Mjesto i datum
Pečuh, Mađarska, 23.03.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
advertising, tourism, Internet, social networks, mobile advertising

Sažetak
This paper looks into new trends in advertising, in particular in tourism. Although newspapers, radio and television are still widely used as advertising media, the Internet has become increasingly dominant lately. The Internet has facilitated further development of marketing as well as access to potential consumers and, consequently, service users are no longer dependent on TV ads, jumbo posters, printed material, etc. The Internet is used for storage of information and has become our first stop whenever we have a question about something, particularly when it comes to tourist destinations. Trend monitoring has become an essential part of marketing. Lately, there has been a marked boom in the development of digital marketing (e-marketing) that is reflected in social network growth, mobile revolution, the possibility of analysing data on people’s online activities and the possibility of unlimited data sharing. The growing number of users, websites and the increasing broadband access confirm that the Internet has become an indispensible medium and thus one that cannot be ignored in the advertising industry. Two-way communication made possible by the modern media gives marketing professionals a better insight into consumer needs and facilitates the aiming of marketing and advertising efforts towards target market segments. In the 21st century, interactivity and two-way communication with the target market can best be achieved through the use of social networks. The use of mobile and video advertising for communication with the target audience seems to be the answer in dealing with such a large quantity of ads, social networks, media, and IT devices, due to the convenience and availability of technology.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA