TABLE 28


Advertisement Media Used by Camping Enterprises -- by
Operators' Priority Selections Importance


Number of operators by priority ranks
Advertisement media                       First   Second   Third   Fourth
  Total
Travel guides or directories               36      21       13       3  
    73
Roadside or area collective sign           20      16       23      12  
    71
Brochures distributed by operator          14      19       13       8  
     54
Brochures distributed by an organization
or firm for the operator                  6      14        9       6    
  35
Newspapers                                  5       5        6       8  
     24
Magazines                                   1       2        2       0  
      5
Other media *                               0       0        1       4  
      5
Recreation trade journals                   0       1        3       0  
     4
Sub-totals                               82      78       70      41    
 271
No priority selection                       -       4       12      41  
     57
Totals                                     82      82       82      82  
   328


* Other media includes television or radio advertisements.
Cawping enterprise operators depend very little an magazine or
newspaper advertisements. The 5 operators (Table 28) who gave first
priQrity to newspapers as their most important advertisement medium
have peculiar circumstances regarding this medium. Their advertisements
are either in special newspaper editions featuring recreation facilities
in a given area or, because the operator has trade fran large metropolitan
crrnunities, advertisements are in newspapers in cities such as Milwaukee,
ChicagQ or Minneapolis.
All operators view referral of their campground by past users
(campers) to their friends as an important form of advertisement.
One-fourth of the operators indicate that 75 to 99 percent of their
new trade canes about as a result of referrals. The average percentage
of operator's estimates of new trade fran this personal 'referral


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