Advertising: How to Create Award Winning Ads (Yes, Even on a Budget) / Brenda Fields / September 2005: "The role of advertising in independent hotels can be full of conflict. In the right circumstances, it can be effective and drive business to the property and it can create awareness in the marketplace creating future demand. If not effective, then a lot of money was just pored down the drain!

We know the challenge for independent hotels is to evaluate the best use of its marketing budget, ensuring the greatest return on the investment. Therefore, for owners and operators to ensure that money is spent wisely and that any advertising ensures the greatest ROI, a few basic pointers are in order...

Define your position in the marketplace
Establish your target market(s)
Commit to “Image Integrity”
Hire an Advertising Agency?
Think about Barter"

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