ABSTRACT
Reaching today's consumers is an extremely difficult and expensive task. Since 1988, travel advertisement expenditures in the United States alone have exceeded $1 billion annually (see Figure 7.1). Airlines accounted for $574 million of travel advertising expenditures, followed by
In $ Millions (U.S.)
Airlines
Domestic Destinations
Cruise Lines
International Destinations
Total
Source: Ogilvy and Mather (1996).
