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Media strategies for marketing places in crisis: improving the image of cities, countries, and tourist destinations
Author
Publisher
Butterworth Heinemann
Publication Date
2008
Language
English
Description
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Table of Contents
From the Book - 1st ed.
Acknowledgments
List of figures
List of advertisements
Introduction
Part 1. Marketing Places, Media Campaign and Crisis Management
1. Introduction to place marketing and branding
Definitions for place marketing
Place marketing as social-public marketing
Evaluating campaigns and media results
Measuring the outcomes of public relations campaigns
Why do places try to change their image?
Changes promoting place marketing processes
Place branding and place positioning
Summary
2. Public images and media images of places
A place's public image
Methods for evaluating a place's image
Types of image: from a rich image to a stereotype
Place image in the mass media
Place image in TV series and films
Place image in the news media
Types of place images
Measuring images of places in the news media
Journalists as "image creators"
Countries' and cities' coverage patterns in international and national media
Media, stereotypes and places with image crisis
Factors affecting places' news media images
Summary
3. Image management and campaign
Changing images, changing reality
Actors in managing a place's image
Starting the process of changing the place's image
Strategic image management
Place vision
City vision on the World Wide Web
Marketing strategies - from theory to practice
Defining the campaign objectives
Defining the target audience
Recognizing the place's characteristics
SWOT and post-SWOT analysis
The campaign components
Place's Iogo
Place's slogan
Places' visual symbols
Techniques for delivering campaign messages
Advertising
Direct mailing/marketing
Sales promotion
Public relations
Marketing places on the World Wide Web
Choosing a medium and a technique for delivering campaign messages
Summary
4. Consumer behavior
Introduction to consumer behavior
Models of decision-making processes
Information sources
Consumer involvement in the buying decision
Place consumption for immigrants
Concrete and non-concrete benefits
Place consumption for investment
Place consumption for tourism
Push and pull factors in tourist motivation
Holiday opportunity sets
Evaluating a destination
Summary
5. Crisis and communication management
The nature of crisis
What is a crisis?
Types of crisis
The crisis life cycle
Crisis management
Crisis communication management
Applying crisis management and crisis communication management
Precaution
Planning-prevention
Crisis coping
Post-crisis
Summary
Part 2. From Theory to Practice
6. Preliminary analysis: crisis, audience and place characteristics (CAP)
Crisis characteristics
Geographical scale
Origin of casualties: local or foreigner?
Stage and duration
Type of threat and scale of damage
Audience characteristics
Proximity/distance between the target audience and the place in crisis
Audience type and size
Audience knowledge and place's former image
Sources and kinds of information
Social-political environment and essential values
Place characteristics
Power and status
Resource availability
Location and closeness to the core of the crisis
A place's life cycle
What is the type of regime and what is the local leadership quality?
The campaign's goals and timing
Summary
7. Source strategies
Replacing the source of the message
Come see for yourself
Using celebrities as an alternative source of information
Buying news space
Influencing the source of the message
Establishing rapport with the newspeople
Exploiting ethnic, religious or cultural background similarity to gain sympathy
Blocking media access
Physical/economic threat to newspeople
Summary
8. Message-focused strategies
Disregard for/partial acknowledgment of the crisis
Crisis? What crisis?
Acknowledging the negative image
Reducing the scale of the crisis
Full acknowledgment of the crisis and moderate coping measures
Tackling the crisis
Hosting spotlight events
Hosting opinion leaders
Promoting places using films, television series and books
Engaging celebrities
Full acknowledgment of the crisis and extreme coping measures
Delivering a counter-message
Spinning liabilities into assets
Ridicule the stereotype
Disengagement from the place's main characteristics
Branding contrary to the stereotype
Geographical isolation
Changing the place's name
Summary
9. Media strategies focused on the target audience
Similarity to the target audience
Patriotism and nationalism
Changing the target audience
Summary
10. The multi-step model for altering place image
Innovation in the multi-step model for altering place image
Choosing the most appropriate strategy
Crisis characteristics
Audience characteristics
Place characteristics
Source strategies
Audience strategies
Message strategies
Case studies illustrating the multi-step model for altering place image
Summary
Final observations and lessons
References
Index
Excerpt
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Author Notes
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More Details
Contributors
ISBN
9780750684521
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