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A programming approach for determining the optimal media mix in promoting the Tasmanian tourist industry

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Kalu, M A (1985) A programming approach for determining the optimal media mix in promoting the Tasmanian tourist industry. Research Master thesis, University of Tasmania.

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Abstract

The main objective of this study is to examine the use of media mix techniques in promoting the Tasmanian tourist industry to people within the state. A review of programming media planning techniques will be carried out in relation to the industry, in order to assist their applicability to pre-defined market segments. It is anticipated that the market will be segmented mainly in terms of geographic and media usage. An attempt will be made to match various media vehicles with advertising market segments.

Item Type: Thesis (Research Master)
Keywords: Tourism, Tourism, Tourism
Copyright Holders: The Author
Copyright Information:

Copyright 1985 the Author - The University is continuing to endeavour to trace the copyright owner(s) and in the meantime this item has been reproduced here in good faith. We would be pleased to hear from the copyright owner(s).

Additional Information:

Thesis (M. Fin. Stud.)--University of Tasmania, 1986. Bibliography: leaves 117-121. Spine title: The optimal media mix in promoting the Tasmanian tourist industry

Date Deposited: 19 Dec 2014 02:30
Last Modified: 26 Apr 2017 02:15
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