Table 1. Existing tourist slogans on the market

ACCOR	The spirit of smiles
Holiday Inn	The world΄s innkeeper
Marriot	Where the driven go
InterContinental Hotels Group	Greats hotels, guests love
Club Mediterranee	Where happiness means the world
Thomas Cook	Don΄t just book it. Thomas Cook it.
J'Info Tours	Traveling with the great!
NET	You know when we know where!
Happy Tour	Where you go before you get anywhere!
Marshal Tourism	Any dream can become reality
Sun Holidays	Entrust your holidays professionals

 

An advertisement in tourism slogan should express its essence in a concise, expressive, attractive, exciting. He turns his mission remains in memory when the potential customer and, of course, if it affects decisions.

Also, the graphics of the slogan may use certain types of characters suggestive (eg, letter "A" in Paris can take the form of the Eiffel Tower, the letter "A" may be represented like a sun, etc..).

Regarding the information content of advertising material shows that these advertising media often do not contain sufficient concise and persuasive arguments to highlight the attractiveness of the environment factors of destination and, respectively, the companies of interest. Often the images that accompany the advertisements are invariably arranged hotel rooms with pillows shaped helmet, treatment rooms where a lady in an old robe rub back relaxed, then the slopes, lift, dining room (with towels arranged in the shape of the pillow) including two waiters in a jacket and a trophy hunter, finding all speech is, inevitably: "Hospitality and good taste" or "hospitality".

Tourism marketers should take into account that a picture quality is more than one speech, that following reception of the advertising message, target audience should remember that the objective and passed tourist advertisement must have a unique style to draw attention.

 

Active Vocabulary

suggestive - що викликає думки (наводить на роздуми)

to embody - втілювати; здійснювати

to accomplish - завершувати; виконувати; досягати; доводити до кінця, робити досконалим; вдосконалювати

feedback - зворотний зв'язок, зворотне живлення

diversification - розходження, диверсифікація

to bring to the fore - приводити до/ вперед, виступати

in essence- по суті

dissemination - розповсюдження, поширення; розголошення

cognitive – набутий, пов'язаний, пізнавальний

behavioural – пов'язаний з поведінкою

customary – звичайний; звичний; заснований на досвіді (звичаї)

diversity - відмінність, несхожість; різниця, різноманітність

consultation – консультація, нарада

utility - корисність; вигідність, корисна річ

dissemination - розповсюдження, поширення; розголошення

to occasion – спричиняти, бути причиною; давати привід; заподіювати; an occasion - подія; випадок, оказія, нагода, можливість

Answer the questions:

1) Why does advertising have a great importance in tourism promotion?

2) How can modern companies use complex communication systems in tourism?

3) What tourist information documents does the tourist advertising involve? and What are they designed for?

4) What do brochures present?

5) What qualities should brochures have in order to promote tourism product?

6) What structure does travel catalog have?

7) What is the difference between the guides and leaflets or flyers?

8) What role does display advertising play in tourism promotion?

9) What are advantages of tourist maps?

10) What is the importance of press release in advertising?

11) What role do signposts fulfill for tour-operators and providers?

12) What arerequirements of effective message in tourist advertising in printed?

13) What specific aspects must content of advertisements contain?

14) How can photography influence on the customer’s attitude destination?

15) Why is colour so important in designing an advertisement in tourism?

16) What features should slogan have to remain in memory of the potential customer?

17) What should tourism marketers take into account that advertisement could draw attention and influence on the customer’s decision?