Research into industry and advertising - A UK hotels example
David Gilbert
This article provides a case study approach to the understanding of both an industry and its advertising. The author provides a research flow model and the resultant research findings from the UK hotel industry. The article also provides information on the current position of the UK hotel industry. Primary research in the independent sector indicates a low level of awareness or usage of advertising whereas a survey of the advertising for the larger groups portrays greater sophistication in the application of promotion to particular segments and types...