(Q) Giving evidence to justify your choice, select a business sector in which advertising is heavily used as a marketing communications tool. With reference to theory and applied information, explain the extent to which other marketing communications tools are used - or may be used - to complement or indeed replace advertising in certain instances.
Selected Business Sector
For the purpose of this report I have chosen to base my research on the travel and tourism sector.
A competitive sector such as travel and tourism, which has a high degree of elasticity and is not an essential product to buy, requires skilled marketing to be able to raise awareness, communicate to the potential buying public and to persuade the prospect to become a customer.
Advertising is one of the most important promotional tools, or marketing functions used in the implementations of marketing campaigns. Modern commercial advertising is the persuasive force that aims at changing customers' attitudes and pattern of behaviour to a product or service in ways, which would be favourable to the seller.
This is necessary as the needs and wants of consumers continually change as they pass through the different economic stages of the family life cycle.
The fall in consumer confidence in the travel and tourism sector has prompted the industry to launch specially designed marketing campaigns aimed at restoring confidence levels in the travel industry. (Ref: 1)
The relative importance of advertising has been determined by the qualities it can add to a marketing campaign in the travel and tourism sector. Additional elements of the communication mix compliment advertising however they are not significant or effective enough to replace advertising within this sector.
The Macro Environment
It is the environment, which shapes the marketing communications industry and its operations, as we know them...