A STUDY OF ADVERTISING STRATEGIES IN HOTEL BROCHURES

    Nuri, Istia Hamdiati (2013) A STUDY OF ADVERTISING STRATEGIES IN HOTEL BROCHURES. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    The present study entitled A study of Advertising Strategies in Hotel Brochures aims to find out the advertising strategies: concepting approaches (Altstiel & Grow, 2007) made by several hotels in their hotel brochures (Aston Tropicana, Amaris, Sensa, Nalendra and Favehotel) located on Cihampelas street Bandung. In addition, this study also evaluates those concepting approaches using AIDCA (Attention, Interest, Desire, Conviction, and Action) formula (Clyde Bedell, 1952; Albert & Schick, 1996; Bird, 2005, and Trehan, 2009). To analyze the data, a descriptive qualitative approach was applied. The findings show that four out of five hotel brochures consist of two concepting approaches namely show the benefit and show the product. In addition, it is found that there are three brochures used comparison as their approach. Overall, the evaluation result of those advertising strategies indicates that the AIDCA formula fail to be utilized by all of the hotel brochures on Cihampelas street Bandung since none of the hotel brochures applied AIDCA formula completely.

    Keyword: advertising, advertising strategies, hotel brochure, concepting approaches, AIDCA formula.

    Baca Full Text klik disini
    [thumbnail of S_ING_0800583_Title.pdf]
    Preview
    		 Text
    S_ING_0800583_Title.pdf
    Download (243kB) | Preview
    [thumbnail of S_ING_0800583_Abstrat.pdf]
    Preview
    		 Text
    S_ING_0800583_Abstrat.pdf
    Download (151kB) | Preview
    [thumbnail of S_ING_0800583_Table of Content.pdf]
    Preview
    		 Text
    S_ING_0800583_Table of Content.pdf
    Download (235kB) | Preview
    [thumbnail of S_ING_0800583_Chapter1.pdf]
    Preview
    		 Text
    S_ING_0800583_Chapter1.pdf
    Download (262kB) | Preview
    [thumbnail of S_ING_0800583_Chapter2.pdf] Text
    S_ING_0800583_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (420kB)
    [thumbnail of S_ING_0800583_Chapter3.pdf]
    Preview
    		 Text
    S_ING_0800583_Chapter3.pdf
    Download (326kB) | Preview
    [thumbnail of S_ING_0800583_Chapter4.pdf] Text
    S_ING_0800583_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (615kB)
    [thumbnail of S_ING_0800583_Chapter5.pdf]
    Preview
    		 Text
    S_ING_0800583_Chapter5.pdf
    Download (154kB) | Preview
    [thumbnail of S_ING_0800583_Bibliography.pdf]
    Preview
    		 Text
    S_ING_0800583_Bibliography.pdf
    Download (170kB) | Preview
    [thumbnail of S_ING_0800583_Appendix.pdf] Text
    S_ING_0800583_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (439kB)
    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Subjects: Universitas Pendidikan Indonesia > Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
    Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Pendidikan Bahasa Inggris
    Depositing User: DAM STAF Editor
    Date Deposited: 20 Jan 2014 06:20
    Last Modified: 20 Jan 2014 06:20
    URI: http://repository.upi.edu/id/eprint/5320

    Actions (login required)

    View Item View Item