Download Chapter 13 Promoting Hospitality and Tourism Promotion and

Chapter 13
Promoting Hospitality
and Tourism
Promotion and Advertising
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Promotion = any form of communication used
to persuade people to buy products
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Purpose is to increase sales, generate interest,
create positive image
Promotional Mix
Advertising
Sales Promotion
Public Relations and Publicity
Personal Selling
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Advertising
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Advertising = PAID promotion
Promotional Advertising = advertising
with a goal of selling an item – introduce
new products, special deal or sale
Airlines use this to announce airfares or
introduce new routes
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Institutional Advertising = with a goal of
developing goodwill or positive image
May sponsor a charitable event or thank
people who donate money, restaurant may
have customer appreciation night.
Types of Advertising Media
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Print
Broadcast
Online
Specialty
PRINT
Newspaper – specific geographic location,
inexpensive, life is short- people throw away
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Magazines = monthly, goes nationally,
appeals to certain target markets, priced
high
Direct Mail = sent to home or email, can
be personalized to target market
Ex. – hotel sends to people who recently
stayed there
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Outdoor Advertising = sings, billboards,
posters, like in sports arenas, transportation
centers
BROADCASTING MEDIA
Expensive- TV and radio- can be geared to
target market
Infomercials – 30 minutes long- about a
specific item
ONLINE MEDIA
Banner Ads
Search Engines
Counting Hits
Email
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SPECIALITY MEDIA
Calendar, pens, mugs, magnets, matchbooks,
imprinted with company logo
Creating Advertising Messages
AIDA Model
Attention
Interest
Desire
Action
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Content of the Message- appeal in different
ways emotional, rationally, morally
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Structure and Format (style and tone of
message)
Testimonial
Scientific
Technical
Personality
Lifestyle
Mood
Fantasy
Budgeting for Advertising
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Affordable – what can the business afford
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Percentage of sales- % of sales is spent on
advertising
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Competitive =gain the competitive advantage
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Objective and task – based on businesses
objectives
13-2 Public Relations and Sales
Promotion
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PUBLIC REALTIONS- any activity designed to create
a positive image of a business
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PUBLICITY – free mention of product or company –
TV , newspaper, etc.
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Good Press Relations – attract business – if a show is
on the Travel Channel people think more of it or will
go to it. Very influential
Press Releases = newsworthy article that
provides basic information- who, what,
when, and where
Pg 268 example
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The Spin Zone= putting a positive spin on
a negative situation
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Crisis Management =
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Creating Goodwill = improve relationships with other
businesses in the same location
SALES PROMOTION
Encourage consumers to BUY products
Contests and sweepstakes
Special Offers and Sales Events
Coupons
Premiums = sample a free product with an item already
purchased.
Rewards Programs
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