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| Advertisement | Tourism Brochure |
| Move 1 | Attracting readers’ attention | Attracting tourists’ attention |
| Move 2 | Targeting the market | Targeting the market |
| Move 3 | Justifying the product or service | Establishing credentials |
| Move 4 | Detailing the product or service | Highlighting specialties |
| Move 5 | Establishing credentials | Detailing the tourist destination |
| Move 6 | Celebrity or typical user endorsement | Offering incentives |
| Move 7 | Offering incentives | Providing service information |
| Move 8 | Using pressure tactics | Soliciting responses |
| Move 9 | Soliciting responses |
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