Citation

Advertising America: International Reactions to U.S. Tourism Advertising

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

A pre/post quasi-experimental copy test of a newly produced US tourism commercial found that the ad was effective in increasing interest in travel to the United States among a nationally representative sample of Australian adults. Gender, age, income and previous US travel appeared to moderate the effect. The ad had a stronger effect on those who reported prior to viewing the commercial not to like America versus those who were self-reported “Americaphiles.” Qualitative reactions to the commercial were predominantly positive, although some viewers said that the spot was not an accurate depiction of the US. Findings are discussed in the context of place branding and best practice message strategy for destination marketing.

Most Common Document Word Stems:

commerci (85), advertis (80), travel (67), brand (64), tourism (63), us (52), america (52), interest (51), usa (50), ad (44), effect (44), state (39), destin (37), place (35), 1 (34), unit (34), respond (30), land (29), market (28), 2 (28), like (27),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p670658_index.html
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MLA Citation:

Fullerton, Jami. and Kendrick, Alice. "Advertising America: International Reactions to U.S. Tourism Advertising" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p670658_index.html>

APA Citation:

Fullerton, J. and Kendrick, A. , 2013-08-08 "Advertising America: International Reactions to U.S. Tourism Advertising" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p670658_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: A pre/post quasi-experimental copy test of a newly produced US tourism commercial found that the ad was effective in increasing interest in travel to the United States among a nationally representative sample of Australian adults. Gender, age, income and previous US travel appeared to moderate the effect. The ad had a stronger effect on those who reported prior to viewing the commercial not to like America versus those who were self-reported “Americaphiles.” Qualitative reactions to the commercial were predominantly positive, although some viewers said that the spot was not an accurate depiction of the US. Findings are discussed in the context of place branding and best practice message strategy for destination marketing.


Similar Titles:
Market Integration and Public Goods: Commercial Interests and the Development of a Unified Currency in the United States

Market Integration and Public Goods: Commercial Interests and Development of a Unified Currency in the United States


 
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