. ADVERTISING As we know that advertising plays an important role in Marketing especially in electronic media.

All the TV channels will generate revenues through Advertisements. So getting an advertisement is a big deal in any of the TV channels. As per our project MARKETING is an INFOTAINMENT channel which has been launched recently. At present they dont have subscription to TAM. Most of the Ad. Agencies go for TAM rating in selection of Communication Media. So let us see how an advertising agency works, how an advertisement works and how to attract the Ad. Agencies.

4.1 INTRODUCTION: Advertising is an effective method of reaching people with product information. Advertising is controlled, identifiable information and persuasion by means of Mass communication media. It is considered controlled information because it has use the Time, Space and content of the message effectively and economically. It is controlled because it is directed at a particular group.

4.2 OBJECTIVES: The basic objective of the advertising is to increase the sales volume and profits. 1) To facilitate launching a new product or service or a new brand into the Market. 2) To create the awareness about the product or service. 3) To build up a goodwill. 4) To enter into new market segment for Market development.

4.3 FUNCTIONS OF ADVERTISING:

Advertising serves every sector of the business Society -Consumer, producer and middlemen (Agency and sales men).The various functions of the Advertising may be grouped into two classes - (1) Primary functions, and (2) Secondary functions. (1) PRIMARY FUNCTIONS: a) To increase sales b) Persuasion of dealers c) Help to dealers. d) To increase in per capita use e) Creates awareness of new product f) To eliminate seasonal fluctuations g) More business for all h) Raising of standard of living (2) SECONDARY FUNCTIONS: a. To encourage salesmen b. To furnish Information c. To impress executives d. To impress factory workers e. Feeling of security

4.4 ADVERTISING VERSUS PUBLICITY: Advertising and publicity are both marketing communications and both may appear in same media; but where advertising is paid for by its sponsor, publicity is not.

4.5 MARKETING OF AN ADVERTISEMENT: After making the advertisement Marketing of the advertisement comes into picture. Advertisement will be designed depending on four Ps.

1. Product 2. Place 3. Promotion 4. Price

4.6 KEY PARTICIPANTS IN THE MARKETING PROCESS: Peoples needs and wants change daily, and marketers should know about the customers expectations and needs. This makes the marketing process very dynamic. The various participants in marketing process are as follows,

(1) CUSTOMERS: Customers are the people or organizations who consume the products and services. They fall into three general categories: 1. Current customers 2. Prospective customers 3. Centers of influence

(2) MARKETS: It is a group of current and prospective customers who share a common interest, need, or desire, who can use the specific product or service, and who are willing to pay for it. These markets are broadly classified into four types a. Consumer markets b. Business markets

c. Government markets d. Global markets

(3) MARKETERS: The third participation in the marketing process, marketers, includes every person or organization that has products, services, or ideas to sell manufactures market consumer and business products. Farmers market wheat; doctors market medical services; banks market financial products; and political organizations market philosophies and candidates. To be successful, marketers must know their markets intimately before they start advertising.

Media and advertising approaches Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.[35] Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets.[36] Another successful use of digital signage is in hospitality locations such as restaurants.[37] and malls.[38] Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network services.[citation needed] As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.[citation needed] More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.[citation needed] Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.[citation needed] Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) these can be

seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences,Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.[citation needed] Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (seepropaganda).[citation needed] [edit]Rise in new media

US Newspaper Advertising Revenue Newspaper Association of America published data [39] With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three

quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ).[citation needed] [edit]Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.[40] [edit]Crowdsourcing Main article: Crowdsourcing The concept of crowdsourcing has given way to the trend of usergenerated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the FritoLays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[41] Chevrolet held a similar competition for their Tahoe line of SUVs.[41] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the mostwatched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[42][43]

This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal,Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[44] [edit]Global advertising Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[45] Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.[46] [edit]Foreign public messaging See also: Soft Power and International Tourism Advertising Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising

campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines(Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.[citation needed] [edit]Diversification In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients don't need big global agencies any more.[47] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".[48] [edit]New technology The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows likeSurvivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show,

and creating TV apps. Additionally, some like brands have opted for social televisionsponsorship.[citation needed] [edit]Advertising education Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis.[citation needed] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[49] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns. Criticisms Main article: Criticism of advertising While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[50] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.[51][52] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants.

Tourism

Tourism is travel for recreational, leisure, or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".[1] Tourism has become a popular global leisure activity. After slowly recovering from the contraction resulting from the late-2000s recession, where tourism

suffered a strong slowdown from the second half of 2008 through the end of 2009, and the the outbreak of theH1N1 influenza virus,[2][3] international tourist arrivals surpassed the milestone 1 billion tourist globally for first time in history in 2012.[4] International tourism receipts (the travel item of the balance of payments) grew to US$1.03 trillion (740 billion) in 2011, corresponding to an increase in real terms of 3.8% from 2010.[5] In 2012, China became the largest spender in international tourism globally with US$102 billion, surpassing Germanyand United States. China and emerging markets significantly increase their spending over the past decade, with Russia and Brazil as noteworthy examples.[6] Tourism is important, and in some cases, vital for many countries. It was recognized in the Manila Declaration on World Tourism of 1980 as "an activity essential to the life of nations because of its direct effects on the social, cultural, educational, and economic sectors of national societies and on their international relations."[1][7] Tourism brings in large amounts of income in payment for goods and services available, accounting for 30% of the world's exports of services, and 6% of overall exports of goods and services.[5] It also creates opportunities for employment in the service sector of the economy, associated with tourism.[8] These service industries includetransportation services, such as airlines, cruise ships, and taxicabs; hospitality services, such as accommodations, including hotelsand resorts; and entertainment venues, such as amusement parks, casinos, shopping malls, music venues, and theatres.

Leisure travel was associated with the Industrial Revolution in the United Kingdom the first European country to promote leisure time to the increasing industrial population.[22] Initially, this applied to the owners of the machinery of production, the economic oligarchy, the factory owners and the traders. These comprised the new middle class.[22] Cox & Kings was the first official travel company to be formed in 1758.[23]

The British origin of this new industry is reflected in many place names. In Nice, France, one of the first and best-established holiday resorts on the French Riviera, the long esplanade along the seafront is known to this day as the Promenade des Anglais; in many other historic resorts in continental Europe, old, well-established palace hotels have names like the Hotel Bristol, Hotel Carlton, or Hotel Majestic reflecting the dominance of Englishcustomers.

Panels from the Thomas Cook Building in Leicester, displaying excursions offered by Thomas Cook A pioneer of the travel agency, Thomas Cook's idea to offer excursions came to him while waiting for the stagecoach on the London Road at Kibworth. With the opening of the extended Midland Counties Railway, he arranged to take a group of 540 temperancecampaigners from Leicester Campbell Street station to a rally in Loughborough, eleven miles away. On 5 July 1841, Thomas Cook arranged for the rail company to charge one shilling per person that included rail tickets and food for this train journey. Cook was paid a share of the fares actually charged to the passengers, as the railway tickets, being legal contracts between company and passenger, could not have been issued at his own price. This was the first privately chartered excursion train to be advertised to the general public; Cook himself

acknowledging that there had been previous, unadvertised, private excursion trains.[24] During the following three summers he planned and conducted outings for temperance societies and Sunday-school children. In 1844 the Midland Counties Railway Company agreed to make a permanent arrangement with him provided he found the passengers. This success led him to start his own business running rail excursions for pleasure, taking a percentage of the railway tickets.

Leicester railway station - this was built between 1892 and 1894 to replace, largely on the same site, Campbell Street station, the origin for many of Cook's early tours. Four years later, he planned his first excursion abroad, when he took a group from Leicester to Calais to coincide with the Paris Exhibition. The following year he started his 'grand circular tours' of Europe. During the 1860s he took parties to Switzerland, Italy, Egypt and United States. Cook established 'inclusive independent travel', whereby the traveller went independently but his agency charged for travel, food and accommodation for a fixed period over any chosen route. Such was his success that the Scottish railway companies withdrew their support between 1862 and 1863 to try the excursion business for themselves.

[edit]Cruise shipping In 1891, German businessman Albert Ballin started from Hamburg with ship Augusta Victoria in Mediterrean Sea. In 1901, first cruise ship Prinzessin Victoria Luise was built in Hamburg. [edit]Modern Day Tourism Many leisure-oriented tourists travel to the tropics, both in the summer and winter. Places of such nature often visited are: Bali inIndonesia, Colombia, Brazil, Cuba, Grenada, the Dominican Republic, Malaysia, Mexico the various Polynesian tropical islands,Queensland in Australia, Thailand, SaintTropez and Cannes in France, Florida, Hawaii and Puerto Rico, in the United States, Saint Vincent and the Grenadines, Barbados, Trinidad and Tobago, Jamaica, St.Lucia, Sint Maarten, St. Martin's Island in Bangladesh, Saint Kitts and Nevis, The Bahamas, Anguilla, Antigua and Barbuda, Aruba, Turks and Caicos Islands, Boracay Island in the Philippines andBermuda. In 1936, the League of Nations defined foreign tourist as "someone traveling abroad for at least twenty-four hours". Its successor, theUnited Nations, amended this definition in 1945, by including a maximum stay of six months.[9] [edit]Winter tourism See also: List of ski areas and resorts and Winter sport

Although it is acknowledged that the Swiss were not the inventors of skiing, it is well documented that St. Moritz, Graubnden became the cradle of the developing winter tourism; since that year of 1865 in St. Moritz,[25] when many daring hotel managers choose to risk opening their hotels in winter. It was, however, only in the 1970s when winter tourism took over the lead from summer tourism in many of the Swiss ski resorts. Even in winter, portions of up to one third of all guests (depending on the location) consist of non-skiers.[26] Major ski resorts are located mostly in the various European countries (e.g. Andorra, Austria, Bulgaria, Bosnia-Herzegovina, Czech Republic, Cyprus, Finland, France, Germany, Iceland, Italy, Norway, Latvia, Lithu ania, Poland, Serbia, Sweden, Slovakia, Slovenia,Spain, Switzerland, Turkey), Can ada, the United States (e.g. Colorado, California, Utah, Montana, Wyoming, New York, New Jersey, Michigan, Vermont, New Hampshire) New Zealand, Japan, South Korea, Chile, and Argentina. [edit]Mass tourism

Reiseplne (Travel plans) by Adolph Menzel (1875)

Mass tourism could only have developed with the improvements in technology, allowing thetransport of large numbers of people in a short space of time to places of leisure interest, so that greater numbers of people could begin to enjoy the benefits of leisure time. In the United States, the first seaside resorts in the European style were at Atlantic City,New Jersey and Long Island, New York. In Continental Europe, early resorts included: Ostend, popularised by the people ofBrussels; Boulogne-sur-Mer (Pas-de-Calais) and Deauville (Calvados) for the Parisians; andHeiligendamm, founded in 1793, as the first seaside resort on the Baltic Sea. [edit]Adjectival tourism For a more comprehensive list, see List of adjectival tourisms. Adjectival tourism refers to the numerous niche or specialty travel forms of tourism that have emerged over the years, each with its own adjective. Many of these have come into common use by the tourism industry and academics.[27] Others are emerging concepts that may or may not gain popular usage. Examples of the more common niche tourism markets include:

Agritourism Birth tourism Culinary tourism Cultural tourism Extreme tourism Geotourism

Medical tourism Nautical tourism Pop-culture tourism Religious tourism Sex tourism Slum tourism

Heritage tourism LGBT tourism

War tourism Wildlife tourism

[edit]Recent developments There has been an up-trend in tourism over the last few decades, especially in Europe, where international travel for short breaks is common. Tourists have a wide range of budgets and tastes, and a wide variety of resorts and hotels have developed to cater for them. For example, some people prefer simple beach vacations, while others want more specialised holidays, quieter resorts, familyoriented holidays or niche market-targeted destination hotels. The developments in technology and transport infrastructure, such as jumbo jets, low-cost airlines and more accessible airports have made many types of tourism more affordable. On 28 April 2009 The Guardian noted that "the WHO estimates that up to 500,000 people are on planes at any time."[28] There have also been changes in lifestyle, for example some retirement-age people sustain year round tourism. This is facilitated by internet sales of tourist services. Some sites have now started to offer dynamic packaging, in which an inclusive price is quoted for a tailor-made package requested by the customer upon impulse. There have been a few setbacks in tourism, such as the September 11 attacks and terrorist threats to tourist destinations, such as inBali and several European cities. Also, on 26 December 2004, a tsunami, caused by the 2004 Indian Ocean earthquake, hit the Asian countries on the Indian Ocean, including the Maldives. Thousands of lives were lost including many tourists. This, together

with the vastclean-up operations, stopped or severely hampered tourism in the area for a time. The terms tourism and travel are sometimes used interchangeably. In this context, travel has a similar definition to tourism, but implies a more purposeful journey. The terms tourism and tourist are sometimes used pejoratively, to imply a shallow interest in the cultures or locations visited by tourists. [edit]Sustainable tourism Main article: Sustainable tourism "Sustainable tourism is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems." (World Tourism Organization)[29] Sustainable development implies "meeting the needs of the present without compromising the ability of future generations to meet their own needs." (World Commission on Environment and Development, 1987)[30] Sustainable tourism can be seen as having regard to ecological and socio-cultural carrying capacities and includes involving the community of the destination in tourism development planning. It also involves integrating tourism to match current economic and growth policies so as to mitigate some of the negative economic and social impacts of 'mass tourism'. Murphy (1985) advocates the use of an 'ecological approach', to consider both 'plants' and 'people' when

implementing the sustainable tourism development process. This is in contrast to the 'boosterism' and 'economic' approaches to tourism planning, neither of which consider the detrimental ecological or sociological impacts of tourism development to a destination. However, Butler questions the exposition of the term 'sustainable' in the context of tourism, citing its ambiguity and stating that "the emerging sustainable development philosophy of the 1990s can be viewed as an extension of the broader realization that a preoccupation with economic growth without regard to its social and environmental consequences is self-defeating in the long term." Thus 'sustainable tourism development' is seldom considered as an autonomous function of economic regeneration as separate from general economic growth. [edit]Ecotourism Main article: Ecotourism Ecotourism, also known as ecological tourism, is responsible travel to fragile, pristine, and usually protected areas that strives to be low impact and (often) small scale. It helps educate the traveler; provides funds for conservation; directly benefits the economic development and political empowerment of local communities; and fosters respect for different cultures and for human rights. [edit]Pro-poor tourism Main article: Pro-poor tourism

Gregor Fdransperg - Fedr (sl) inTanzania Pro-poor tourism, which seeks to help the poorest people in developing countries, has been receiving increasing attention by those involved in development; the issue has been addressed through small-scale projects in local communities and through attempts by Ministries of Tourism to attract large numbers of tourists. Research by the Overseas Development Institute suggests that neither is the best way to encourage tourists' money to reach the poorest as only 25% or less (far less in some cases) ever reaches the poor; successful examples of money reaching the poor include mountain-climbing in Tanzania and cultural tourism in Luang Prabang, Laos.[31] [edit]Recession tourism Main article: Recession tourism Recession tourism is a travel trend, which evolved by way of the world economic crisis. Identified by American entrepreneur Matt Landau (2007), recession tourism is defined by low-cost, high-value experiences taking place of once-popular generic retreats. Various recession tourism hotspots have seen business boom

during the recession thanks to comparatively low costs of living and a slow world job market suggesting travelers are elongating trips where their money travels further. [edit]Medical tourism Main article: Medical tourism When there is a significant price difference between countries for a given medical procedure, particularly in Southeast Asia, India,Eastern Europe and where there are different regulatory regimes, in relation to particular medical procedures (e.g. dentistry), traveling to take advantage of the price or regulatory differences is often referred to as "medical tourism". [edit]Educational tourism Main article: Educational tourism Educational tourism developed, because of the growing popularity of teaching and learning of knowledge and the enhancing of technical competency outside of the classroom environment.[citation needed] In educational tourism, the main focus of the tour or leisure activity includes visiting another country to learn about the culture, such as in Student Exchange Programs and Study Tours, or to work and apply skills learned inside the classroom in a different environment, such as in the International Practicum Training Program.

[edit]Creative tourism

Friendship Force visitors from Indonesia meet their hosts in Hartwell, Georgia, USA. Creative tourism has existed as a form of cultural tourism, since the early beginnings of tourism itself. Its European roots date back to the time of the Grand Tour, which saw the sons of aristocratic families traveling for the purpose of mostly interactive, educational experiences. More recently, creative tourism has been given its own name by Crispin Raymond and Greg Richards,[32] who as members of the Association for Tourism and Leisure Education (ATLAS), have directed a number of projects for the European Commission, including cultural and crafts tourism, known as sustainable tourism. They have defined "creative tourism" as tourism related to the active participation of travellers in theculture of the host community, through interactive workshops and informal learning experiences.[32] Meanwhile, the concept of creative tourism has been picked up by high-profile organizations such as UNESCO, who through the Creative Cities Network, have

endorsed creative tourism as an engaged, authentic experience that promotes an active understanding of the specific cultural features of a place.[citation needed]

Greg Richards - Conferencia Turismo Creativo More recently, creative tourism has gained popularity as a form of cultural tourism, drawing on active participation by travelers in the culture of the host communities they visit. Several countries offer examples of this type of tourism development, including the United Kingdom, Austria, France, the Bahamas, Jamaica, Spain, Italy and New Zealand. The growing interest of tourists [33] in this new way to discover a culture regards particularly the operators and branding managers, attentive to the possibility of attracting a quality tourism, highlighting the intangible heritage (craft workshops, cooking classes, etc. .) and optimizing the use of existing infrastructure (for example, through the rent of halls and auditorium). [edit]Dark tourism Main article: Dark tourism

One emerging area of special interest has been identified by Lennon and Foley (2000)[34][35] as "dark" tourism. This type of tourism involves visits to "dark" sites, such as battlegrounds, scenes of horrific crimes or acts of genocide, for example: concentration camps. Dark tourism remains a small niche market, driven by varied motivations, such as mourning, remembrance, education, macabre curiosity or even entertainment. Its early origins are rooted in fairgrounds and medieval fairs.[36] [edit]Doom tourism

Amalia Glacier, South Patagonia, Chile Also known as "Tourism of Doom," or "Last Chance Tourism" this emerging trend involves traveling to places that are environmentally or otherwise threatened (such as the ice caps ofMount Kilimanjaro, the melting glaciers of Patagonia, or the coral of the Great Barrier Reef) before it is too late. Identified by travel trade magazine Travel Age West[37] editor-in-chief Kenneth Shapiro in 2007 and later explored in The New York Times,[38] this type of tourism is believed to be on the rise. Some see the trend as related to sustainable tourism orecotourism due to the

fact that a number of these tourist destinations are considered threatened by environmental factors such as global warming, overpopulation or climate change. Others worry that travel to many of these threatened locations increases an individuals carbon footprint and only hastens problems threatened locations are already facing.

USE OF ADVERTISING TO POPULATION TOURISM : Sustainable tourism is tourism attempting to make as low an impact on the environmentand local culture as possible, while helping to generate future employment for local people. The aim of sustainable tourism is to ensure that development brings a positive experience for local people, tourism companies and the tourists themselves. "Sustainable tourism is an adopted practice in successful ecotourism. Environmental sustainability is one of the essential six principles that must be achieved at a 100% level Overview Global economists forecast continuing international tourism growth, the amount depending on the location. As one of the world's largest and fastest growing industries, this continuous growth will place great stress on remaining biologically diverse habitats and indigenous cultures, which are often used to support mass tourism. Tourists who promote sustainable tourism are sensitive to these dangers and seek to protect tourist destinations, and to protect tourism as an industry. Sustainable tourists can reduce the impact of tourism in many ways:

informing themselves of the culture, politics, and economy of the communities visited anticipating and respecting local cultures, expectations and assumptions contributing to intercultural understanding and tolerance supporting the integrity of local cultures by favoring businesses which conserve cultural heritage and traditional values

supporting local economies by purchasing local goods and participating with small, local businesses conserving resources by seeking out businesses that are environmentally conscious, and by using the least possible amount ofnon-renewable resources

Increasingly, destinations and tourism operations are endorsing and following "responsible tourism" as a pathway towards sustainable tourism. Responsible tourism and sustainable tourism have an identical goal, that of sustainable development. The pillars of responsible tourism are therefore the same as those of sustainable tourism environmental integrity, social justice and economic development. The major difference between the two is that, in responsible tourism, individuals, organizations and businesses are asked to take responsibility for their actions and the impacts of their actions. This shift in emphasis has taken place because some stakeholders feel that insufficient progress towards realizing sustainable tourism has been made since the Earth Summit in Rio. This is partly because everyone has been expecting others to behave in a sustainable manner. The emphasis on responsibility in responsible tourism means that everyone involved in tourism government, product owners and operators, transport operators, community services, NGOs andCommunity-based organizationCBOs, tourists, local communities, industry associations are responsible for achieving the goals of responsible tourism. [edit]Stakeholders Stakeholders of sustainable tourism play a role in continuing this form of tourism. This can include organizations as well as individuals. [edit]Governments The values and ulterior motives of governments often need to be taken into account when assessing the motives for sustainable tourism. One important factor to consider in any ecologically sensitive or remote area or an area new to tourism is that of carrying capacity. This is the capacity of tourists of visitors an area can sustainably tolerate without damaging the environment or culture of the surrounding area. This can be altered and revised in time and with changing perceptions and values. For example, originally the sustainable carrying capacity of the Galapagos Islands was set at 12,000 visitors per annum but was later changed by the Ecuadorian government to 50,000 for economic reasons and objectives.[2]

[edit]Non-governmental organizations Non-governmental organizations are one of the stakeholders in advocating sustainable tourism. Their roles can range from spearheading sustainable tourism practices to simply doing research. University research teams and scientists can be tapped to aid in the process of planning. Such solicitation of research can be observed in the planning of Cat Ba National Park in Vietnam. Dive resort operators in Bunaken National Park, Indonesia, play a crucial role by developing exclusive zones for diving and fishingrespectively, such that both tourists and locals can benefit from the venture. Large conventions, meetings and other major organized events drive the travel, tourism and hospitality industry. Cities and convention centers compete to attract such commerce, commerce which has heavy impacts on resource use and the environment. Major sporting events, such as the Olympic Games, present special problems regarding environmental burdens and degradation. But burdens imposed by the regular convention industry can be vastly more significant. Green conventions and events are a new but growing sector and marketing point within the convention and hospitality industry. More environmentally aware organizations, corporations and government agencies are now seeking more sustainable event practices, greener hotels, restaurants and convention venues, and more energy efficient or climate neutral travel and ground transportation. Additionally, some convention centers have begun to take direct action in reducing the impact of the conventions they host. One example is the Moscone Center in San Francisco, California, which has a very aggressive recycling program, a large solar powersystem, and other programs aimed at reducing impact and increasing efficiency. [edit]Tourists With the advent of the internet, some traditional conventions are being replaced with virtual conventions, where the attendees remain in their home physical location and "attend" the convention by use of a web-based interface programmed for the task. This sort of "virtual" meeting eliminates all of the impacts associated with travel, accommodation, food wastage, and other necessary impacts of traditional, physical conventions.

Travel over long distances requires a large amount of time and/or energy. Generally this involves burning fossil fuels, a largely unsustainable practice and one that contributes to climate change, via CO2 emissions. Air travel is perhaps the worst offender in this regard, contributing to between 2 and 3% of global carbon emissions.[3] Given a business-as-usual approach, this could be expected to rise to 5% by 2015 and 10% by 2050. Car travel is the next worst offender. Mass transport is the most climate friendly method of travel, and generally the rule is "the bigger the better" - compared to cars, buses are relatively more sustainable, and trains and ships are even more so. Human energy and renewable energy are the most efficient, and hence, sustainable. Travel by bicycle, solar powered car, or sailing boat produces no carbon emissions (although the embodied energyin these vehicles generally comes at the expense of carbon emission).[citation needed] Responsible tourism Responsible tourism is regarded as a behaviour. It is more than a form of tourism as it represents an approach to engaging with tourism, be that as a tourist, a business, locals at a destination or any other tourism stakeholder. It emphasizes that all stakeholders are responsible for the kind of tourism they develop or engage in. Whilst different groups will see responsibility in different ways, the shared understanding is that responsible tourism should entail an improvement in tourism. Tourism should become better as a result of the responsible tourism approach. Within the notion of betterment resides the acknowledgement that conflicting interests need to be balanced. However, the objective is to create better places for people to live in and to visit. Importantly, there is no blueprint for responsible tourism: what is deemed responsible may differ depending on places and cultures. Responsible Tourism is an aspiration that can be realized in different ways in

different originating markets and in the diverse destinations of the world (Goodwin, 2002). Focusing in particular on businesses, according to the Cape Town Declaration on Responsible Tourism, it will have the following characteristics:[25]

minimises negative economic, environmental, and social impacts generates greater economic benefits for local people and enhances the wellbeing of host communities, improves working conditions and access to the industry

involves local people in decisions that affect their lives and life chances makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the worlds diversity

provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues

provides access for people with disabilities and is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.

Sustainable tourism is where tourists can enjoy their holiday and at the same time respect the culture of people and also respect the environment. It also means that local people (such as the Masaai) get a fair say about tourism and also receive some money from the profit which the game reserve make. The environment is

being damaged quite a lot by tourists and part of Sustainable tourism is to make sure that the damaging does not carry on. There are many private companies who are working into embracing the principles and aspects of Responsible Tourism, some for the purpose of Corporate Social Responsibility activities, and others such WorldHotel-Link, which was originally a project of theInternational Finance Corporation, have built their entire business model around responsible tourism, local capacity building and increasing market access for small and medium tourism enterprises. [edit]Humane tourism Humane tourism is part of the movement of responsible tourism. The idea is to empower local communities through travel related businesses around the world, first and foremost in developing countries. The idea of humane travel or humane tourism is to connect travelers from Europe, North America, Australia and New Zealand seeking new adventures and authentic experiences directly, to local businesses in the specific locations they wish to visit thus, giving economic advantages to local businesses and giving travelers authentic and truly unique travel experiences. Humane travel or humane tourism focuses on the people, the local community. The idea is to enable travelers to experience the world through the eyes of its local people while contributing directly to those people, ensuring that tourist dollars benefit the local community directly.

Humane tourism is about giving opportunity to the local people, empower them, enable them to enjoy the fruits of tourism directly. TheInternet is changing tourism. More and more travelers are planning their travels and vacations via the net. The Internet enables people to cut off commissions. The traveler can search for new destinations to visit, talk or read about other people experience, and buy the services directly. The Internet platform can encourage local people to start new businesses and that already existing small businesses will begin to promote themselves through the net and receive the economic advantages of this directly in their communities. The world is now in a new tourism age, with globalization and the Internet playing a key role. The new travelers have traveled the world, they have seen the classic sites. Staying at a Western hotel is not attractive enough, and they are excited by the prospect of experiencing the authentic local way of life: to go fishing with a local fisherman, to eat the fish with his family, to sleep in a typical village house. These tourists or travelers, are happy to know that while doing so they promote the economic wellbeing of those same people they spend time with. Humane tourism is part of Responsible tourism. The concept of Responsible Tourism originated in the work of Jost Krippendorf in The Holiday Makers[26] called for rebellious tourists and rebellious locals to create new forms of tourism. His vision was to develop and promote new forms of tourism, which will bring the greatest possible benefit to all the participants travelers, the host population and the tourist business, without causing intolerable ecological and

social damage. As one can see he already talked, back in the 80s about benefits for the host population and used the term human tourism. Humane travel focuses on that host local population. The South African national tourism policy (1996) [27] used the term "responsible tourism" and mentioned the well-being of the local community as a main factor.[28] The Cape Town Declaration on Responsible Tourism in Destinations,[29] agreed in 2002, that Responsible Tourism is about making better places for people to live in and better places for people to visit. The declaration focused on "places" but did mention the local population. From the Rio summit or earth summit on 1992 [30] until the UN Commission on Sustainable Development in 1999,[31] the main focus of the tourism industry was the earth, the planet, the places, "green" or "eco" tourism. Now there is a trend to include the local population. This trend or branch of responsible tourism is called humane tourism or humane travel. [edit]Responsible hospitality As with the view of responsible tourism, responsible hospitality is essentially about creating better places for people to live in, and better places for people to visit. This does not mean all forms of hospitality are also forms of tourism although hospitality is the largest sector of the tourism industry. As such we should not be surprised at overlaps between responsible hospitality and responsible tourism. In the instance where place of permanent residence is also the place where the

hospitality service is consumed, if for example a meal is consumed in a local restaurant, this does not obviate the requirement to improve the place of residence. As such, the essence of Responsible Hospitality is not contingent upon touristic forms of hospitality. While Friedman (1962)[32] famously argued that, admittedly within legal parameters, the sole responsibility of business was to generate profit for shareholders the idea that businesses responsibility extends beyond this has existed for decades and is most frequently encountered in the concept of corporate social responsibility.[33] There are numerous ways businesses can and do engage in activities that are not intended to benefit shareholders and management, at least not in the short term. However, often acts of corporate social responsibility are undertaken because of the perceived benefit to business. Usually in hospitality this relates to the cost reductions associated with improved energy efficiency [34] but may also relate to, for example, the rise in ethical consumerism and the view that being seen to be a responsible business is beneficial to revenue growth. As per the Cape Town Declaration on Responsible Tourism, responsible hospitality is culturally sensitive. Instead of then calling for the unachievable, responsible hospitality simply makes the case for more responsible forms of hospitality, hospitality that benefits locals first, and visitors second. Certainly, all forms of hospitality can be improved and managed so that negative impacts are minimized whilst striving for a maximization of positive impacts.

In film

Most of the 1995 film, It Takes Two, starring Kirstie Alley, Steve

Guttenberg and Mary-Kate and Ashley Olsen was filmed at Camp Mini-Yo-

We which is located within the city's boundaries.

The opening sequence of the Walt Disney film, The Incredible Journey, showcases

the village of Aspdin from the air. In this scene Muskoka's oldest stone church, St.

Mary's Anglican, can clearly be seen.

[edit]Media

[edit]Radio

FM 94.3 - CBLU, CBC Radio One

FM 98.9 - CJLF-3, Christian

FM 105.5 - CFBK ("FM105.5"), adult contemporary

FM 106.9 - CBL-1, CBC Radio 2

Online Media - Hunters Bay Radio www.muskokaonline.com community radio

[edit]Television

Channel 8: CBLT-TV-2 - CBC

Channel 11: CICI-TV-11 - CTV

Channel 13: CICA-TV-13 - TVOntario

[edit]Newspaper

Huntsville Forester (published by Metroland Media Group)

"What's Up Muskoka" (published by Cottage Country Communications) a

division of Sun Media

"Muskoka Magazine" (published by Cottage Country Communications) a

division of Sun Media

"North Country Business News" (published by Cottage Country

Communications) a division of Sun Media

USE OF PUBLICITY TO POPULATION TOURISM

The ATP Action Plan will fit into a framework of strategy for the Yorkshire and Humber region and sub-region of York and North Yorkshire. The most important and relevant documents include the Regional Economic Strategy (RES) and Strategic Framework for the Visitor Economy produced by Yorkshire Forward. Priority objectives and targets set out for the ATP include: Sustainable Tourism Innovation and Product Development Quality and Quality of Place to achieve increases in visitor satisfaction Business support and workforce skills The Information Base and Market Intelligence Visitor Information Marketing

MEETING, CONFERENCE AND CONVENTION

A Premier Meeting Destination Vancouver can host meetings for groups of 10-1,500. Our unique meeting facilities range from historic to contemporary and include a 30,000 square foot convention center and 100,000 square foot event center. Vancouver is situated on Interstate 5 and our close proximity to Portland International Airport make us a convenient and easy destination to reach. Your delegates will enjoy many pre- and post-convention activities such as tours to Mount St. Helens, riverboat excursions through the Columbia River Gorge or wine tasting at our many boutique Washington wineries. Free Conference Planning Services The Southwest Washington Convention & Visitors Bureau is your one stop shop for planning your next meeting in Vancouver. With so many details to plan and organize a successful meeting, its comforting to know that our staff is experienced and eager to assist meeting professionals to achieve their goals and have an unforgettable event. Site Visits Come see us! Well be happy to give you a closer look at Vancouver Washington and arrange personalized site inspections of properties or facilities. Youll be amazed at the

diversity of meeting sites and attractions in our area. Service Referrals Well help you find the services you need to make your event a success. Many conference service providers are our key partners. If we dont have a vendor for a specific service on our list, we will find one for you. Guest Activities and Tours Youll be amazed at how many choices for guest activities there are in Southwest Washington. Well set up itineraries and special events to match the interests of your attendees and their guests. Pre-promotion Attendance Builders Want to get your attendees excited about your meeting? We will provide you with brochures, maps, photos and other materials to attract and delight your guests. We can also make suggestions about how to promote our area. Publicity Turn to us for advice on how to publicize your event in Southwest Washington. We have the contacts and skills to make that happen. Collateral Materials We will provide current Southwest Washington Visitors Guides, maps and calendars of events, which will interest your attendees. Registration Services Volunteer personnel can be available to assist you in registering participants, distributing literature and answering questions about the area that your attendees may have while staying in Vancouver. Other Convention Items and Services Provide your delegates with Tourism Dollars that can be used at participating retailers and restaurants in downtown Vancouver. Delegate name badges are also available upon request.

CONCLUSION
1. On the basis of analysis, respondents given first preference to Content, so to attract the audience good content should be there. 2. On the basis of analysis, it is found that its competitors are using new strategies to attract audience but MARKETING is lagging behind in creative programming. 3. 4. Most of the people are not aware of the MARKETING. Ad agencies look for TAM ratings to give Ads but MARKETING have not subscribed to TAM yet. 5. Nearly 50% of the respondents are showing interest to watch Telugu channels, second preference is English, and very few respondents are watching Hindi channels. 6. Very few number of respondents responded that they are satisfied with existing programs; more number of respondents are looking for creative programs. 7. 8. The Audience wants to improve the distribution channels in the rural areas also. Nearly 80% of the Audience are unable to recall the punch line (feel the pulse) of MARKETING.