(Q) Giving evidence to justify your choice, select a business sector in which advertising is heavily used as a marketing communications tool. With reference to theory and applied information, explain the extent to which other marketing communications tools are used - or may be used - to complement or indeed replace advertising in certain instances. Selected Business Sector For the purpose of this report I have chosen to base my research on the travel and …showed first 75 words of 2407 total…

…showed last 75 words of 2407 total…senior element of the mix and the other communication tools merely compliment advertising as opposed to being effective enough to replace advertising. Appendices In 1999, the top ten tour operators accounted for 44% of all spend by overseas operators on advertising. The heaviest spender was Thomson, spending over £11 million in the year, or almost 16% of the total advertising spend, with an increase of 45% on its spend in 1998. Virgin Holidays also increased its spend significantly, by over 52%, during 1999.