s, or on selected market) and its efficiency, the competition, and what your budget and market will deliver versus this competition. In addition, controlling the costs spent on advertising is very important since up to 55% of your advertising will be considered waste. So you should be able to know if this specific add will contribute well to generate business. Also, very important is the timing of the launching of your ad, being adequate and relative to reach your potential target customers. You should know when the peak and best time to advertise is.
             II. Mastering the Media as a Hospitality Institution
             When using media in order to advertise our hospitality institution, rational managers will study the matter much more precisely than in other institutions because as we have understood, advertising requires lot of money. And in hospitality organizations, major costs are incurred as fixed costs, and compared to other institutions these costs are very high. Also, companies usually use media in order to reach a maximum number of potential guests, whereas hoteliers use media in order to advertise one specific product (a hotel for example) so their target market would be much narrower. In other words, launching an add in the whole country, but targeted only for high class people for example, would be mostly considered waste since only a maximum of 20% would be attracted to it. That's why advertising should be carefully studied in order to be efficient in its reach, regarding the hospitality industry.
             1- Audiovisual Media: Sight + Sound + Emotion
             • TV stations are currently either national local or international broadcasting via satellites.
             • Some used to be regional, but sold their antennas to the national TV stations.
             • All are looking for the same thing: visual, topical, relatively simple, and short stories.
             • They gather their stories from reporters, newspapers, news services, tips from informants, p...