The dynamic advertisingenvironment

Chapter overview

Advertising is influenced by a range of external or environmental forces that are beyond the marketers’ control. These include sociodemographic, economic, political and technological developments as well as changes in legislation and regulation. This chapter focuses on a range of global sociodemographic and economic developments and explores their implications for tourism and leisure advertising. They include the rise of women, changing age dynamics, the emergence of multicultural societies and the impact of technological change (although this last issue is covered in more detail in Chapter 11). The chapter concludes with a discussion of the influence of ethical consumers (including ethical ...

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