Download Document

III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Promoting Products: Public Relations and Sales Promotion
Foreword:
There are many misconceptions about public
relations. One of the most widespread is that
it’s easy.
-Peter Celliers-
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
OBJECTIVES
After reading this chapter, you should be able to:
• Understand the different public relations
activities: press relations, product
publicity,corporate communications,lobbying,
and counseling.
• Understand the public relations process:
research, establishing marketing objectives,
defining the
target audience, choosing the PR message and
vehicles, and evaluating PR results.
• Explain how companies use public relations to
communicate and influence important publics.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
OBJECTIVES
After reading this chapter, you should be able to:
• Explain how sales promotion campaigns are
developed and implemented.
• Implement a crisis management program in a
hospitality business.
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race
• The launch of Sputnik I in 1957 started a series of
successes for the Soviet Union’s space program.
III
– which became propaganda vehicles promoting the
achievements and advantages of communism
• President Kennedy used the “space gap” between the
US and the Soviet Union to claim that Republicans
had let the Soviet Union pass the United States.
– after Kennedy’s 1960 election, the US program had shortlived success with Shepard & Grissom’s suborbital flights
• Soviet Gherman Titov’s July 1961, 17-orbit mission
made suborbital flights look like child’s play.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race
• Eager to build US pride, NASA announced that John
Glenn would be America’s first person to orbit Earth.
III
– he was well known to most Americans as a pilot in WWII
& Korea, and a 1957 cross-continent flying speed record
• As a result, Glenn was invited to appear on two TV
shows, and was the most publicized US astronaut.
• It was America’s first attempt at an orbital flight with
America’s most publicized astronaut, and NASA’s
publicity machine set the stage for the event.
• Over 100 million people were expected to watch the
televised launch of Friendship 7, a result of the hype.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race & Marriott
• Bud Grice, a Marriott sales manager, thought about
all the people expected to watch the launch.
III
– what a great way to expose Americans to Marriott
• Grice knew that Marriott could not afford television
ads, but the idea intrigued him.
– if only Marriott could communicate with an audience of
that size!
• On February 20, 1962, 135 million Americans
watched Glenn take off on his five-hour flight.
– Grice was one of them, still thinking about opportunities
created by so many people watching a single event
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race & Marriott
• Once the flight was off, cameras switched to Glenn’s
residence in the D.C. suburb of Arlington, Virginia.
III
– not too far from Marriott’s corporate headquarters
• There were scores of reporters there, the area was a
beehive of activity, and Grice saw his opportunity.
– he put buckets of fried chicken with large Marriott labels
in a station wagon and had them delivered to Mrs. Glenn
• The Marriott vehicle pulled up in front of the home,
and the Marriott containers were soon seen by an
estimated 100 million Americans still watching
television.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race & Marriott
• After the flight, Glenn stated he was looking to time
with his family & would like to stay at a Marriott
hotel because they were so good to his wife.
• Marriott had another PR opportunity, inviting Glenn
to stay in a complimentary Marriott suite.
III
– and received additional publicity when the press
followed Glenn into the Marriott
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations and Sales Promotion
The Space Race & Marriott
• This story illustrates several uses of public relations.
– First, we are shown how governments use events to
promote their ideologies
– Second, we see how public relations can be planned
to take advantage of opportunities
III
• Grice created an event, serving lunch to Mrs. Glenn,
to expose millions of viewers to the Marriott name.
• By being aware of Glenn’s desire to stay in a
Marriott hotel, Marriott gained additional publicity
from the event.
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations
Defined
• Definitions for public relations differ widely, but
the definition by Hilton International may best fit
the hospitality industry.
III
– “The process by which we create a positive image and
customer preference through third-party endorsement.”
• Public relations (PR) is an important tool that until
recently was treated as a marketing stepchild.
– PR is moving into an explosive growth stage
• Companies are realizing that mass marketing is no
longer the answer to some of their communication
needs.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations
Promise
• Advertising costs continue to rise, audience reach
continues to decline, and clutter reduces ad impact.
• Sales promotion costs have increased as channel
intermediaries demand lower prices and better
commissions & deals.
• Personal selling can cost over $500 a call.
• In this environment, public relations holds promise
as a cost-effective promotional tool.
– creative use of news events, publications, social events,
and other PR techniques offer a way to distinguish
companies and their products from their competitors
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Public Relations
Introduction
• The PR department is typically located at corporate
headquarters, with staff is so busy dealing with
various publics that PR support for marketing
objectives tends to be neglected.
III
– many chains have corrected this by hiring local PR
managers
• In the past it was common for the marketing function
and PR function to be handled by two different
departments within the firm.
– today these two functions are increasingly integrated
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Major Activities of PR Departments
Activities
• PR departments perform five activities, not all of
which feed into direct product support.
– Press Relations - placing newsworthy information in the
media to attract attention to a person, product, or service
– Product Publicity - efforts to publicize specific products
– Corporate Communication - internal & external
communications and promoting understanding of the
organization
– Lobbying - dealing with legislators and government
officials to promote or defeat legislation & regulation
– Counseling - advising management about public issues
and company positions and image
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
III
See this feature on page 397 of your textbook.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Publicity
Description
• Publicity is the task of securing editorial and news
space, as opposed to paid space, in print & broadcast
media to promote a product or a service.
III
– a direct function of public relations
• One use is to assist in the launch of new products.
• Publicity is also used with special events.
• Companies can use publicity to build a positive
image with specific target markets or stakeholders.
• Publicity is also used to defend products that have
encountered public problems.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
The Public Relations Process
Introduction
• Publicity builds corporate image in a way congruent
with the organization’s communication strategy.
III
– effective PR is the result of a process integrated with the
firm’s marketing strategy
• A misconception about PR and publicity is that
quantity is more important than quality.
– some firms measure success by the number of articles
placed in media
• As in other marketing efforts, public relations
should be meaningful to the target market.
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
The Public Relations Process
Steps
• The PR process consists of familiar steps:
–
–
–
–
–
–
III
research
establishing the market objectives
defining the target audience
choosing the PR messages and vehicles
implementing the PR plan
evaluating the results
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
III
See this feature on page 400 of your textbook.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
PR Opportunities for the Hospitality Industry
Individual Properties
• Public relations are the most important promotional
tool available to entrepreneurs & individual
properties.
• Employees should be trained to look for PR
opportunities.
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
PR Opportunities for the Hospitality Industry
The Owner/Operator
• The owner/operator and the enterprise itself often
become one and the same in the minds of customers.
III
– this strategy holds dangers, such as the death of the owners,
but benefits usually exceed risks
• Individuals successful at promoting themselves often
use theatrical costumery.
– such as Ken Hamblin, an African American columnist
& talk show host, who is never seen without a hat
• Dozens of personal characteristics have been used
successfully to build memorable personalities.
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
PR Opportunities for the Hospitality Industry
Location
• Some restaurants and B&B’s are almost impossible
to find, normally the kiss of death in hospitality.
III
– hundreds of owners/operators of these enterprises have
used isolation & obscurity as a PR tactic
• A San Francisco restaurant directly under a freeway
that collapsed during an earthquake was featured on
national TV as the little restaurant that refused to
succumb to an earthquake.
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
PR Opportunities for the Hospitality Industry
A Product or Service
• Wall Drug Store is a major tourist stop and tourist
attraction for the state of South Dakota.
III
– in a town of less than a thousand residents, it attracts
15,000 or more visitors daily during tourist season
• Before the days of air-conditioned cars, Mr. and Mrs.
Ted Hustead, the owners, saw thirsty-looking tourists
passing by on their way to the Black Hills.
– Ted hand-painted a few signs reading “Free Ice Water—
Wall Drug” and placed them along the highway
• Before Ted returned from planting these signs,
tourists had already found their way to Wall Drug.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
PR Opportunities for the Hospitality Industry
A Product or Service
• Unique service also serves as a PR focal point.
– usually meaning exceptionally fine service, but
sometimes the reverse is true
III
• A Dallas bar and grill popular with the lunchtime
business crowd was notorious for its surly staff.
– those familiar with the place loved to take unsuspecting
newcomers to see how badly their companion could be
insulted
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Description
• An important area of public relations is crisis
management, because not all publicity is good.
• Hotels are open twenty-four hours, airlines have
thousands of flights a day & fast-food companies
serve millions of customers each day.
• There are times when things go wrong
III
– sometimes it is management’s fault
– sometimes it is beyond management’s control
• A crisis management program will reduce negative
effects of these events, as show in Table 14–2 on
page 409.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Categories & Steps
• Robert Irvine divides crises into two categories:
a sudden crisis and a smoldering crisis.
III
– a sudden crisis comes without any warning, such as
earthquakes & floods, violence, food poisonings & fires
– smoldering crises can include sexual harassment by
supervisors or safety, health and fire code violations
• Crisis management is a series of ongoing, interrelated
assessments or audits of kinds of crises and forces
that can pose a major problem to a company.
• The first step in crisis management is taking all
precautions to prevent occurrence of negative events.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Categories & Steps
• Companies need to determine those crises that can
occur, and develop plans in case they do occur.
III
– hotels should have fire plans, and employees should
know what to do in case of a fire
• Smoldering crises give warning before they occur,
and can often be eliminated with good management.
– good sanitation practices reduce risk of food poisoning
– strict policies will create a climate where sexual
harassment is not tolerated
• A well-managed property is the best form of crisis
management.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
The Internet
• A damaging message about your organization (true
or not) can spread via Internet to millions of people.
• Since the stakes of crisis management have been
raised, it is very important to reduce the risk of a
crisis occurring.
• Managers should monitor Internet chat groups to
find out what is being said about their organization.
III
– a Miami hotel should monitor groups for Miami tourists
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Good Communications
• When a crisis does occur, good communication with
the press can reduce the impact of negative publicity.
III
– a fire in a guest room with no injuries could result in
negative or positive publicity
• If the hotel provides no information to the press, a
negative headline might read “Regal Hotel Fire
Forces Evacuation of 360 Guests.”
• By contacting the press, the hotel has a chance to tell
their story, and the positive headline from this story
might read: “Well-Trained Employees Quickly Move
Guests to Safety.”
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Good Communications
• The company should appoint a spokesperson, and
employees instructed to refer media to this person.
• This person should gather the facts and speak only
from facts, which ensures the company is giving a
consistent story based on facts.
• Timely statements keep the press updated and helps
prevent them from trying to gain information from
other employees.
• The term “no comment” raises suspicion, whereas
“I don’t know at this time” is a better response.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Crisis Management
Good Communications
• In a major crisis, it is a good idea to seek the help
of a public relations firm.
• The company should notify the press when a crisis
does occur & keep them updated.
III
– the media will learn about the event, so it is best that
they find out from the company
• Every company should have a crisis management
plan & instruct employees in as part of their initial
training.
• It is no longer a question of if a major crisis will
strike an organization, but only when.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Sales Promotion
Introduction
• Sales promotion consists of short-term incentives to
encourage purchase or sale of a product or service.
• It includes a variety of promotional tools designed
to stimulate earlier or stronger market response.
III
– consumer promotion (samples, coupons, rebates, premiums,
contests, demonstrations)
– trade promotion-buying allowances (free goods,
cooperative advertising, and push money)
– sales force promotion (bonuses and contests)
• Often a well-planned sales promotion can result in
publicity.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Sales Promotion
Description
• Used by most organizations, estimates of annual
sales-promotion spending run as high as $100 billion.
• Formerly, the ratio of advertising to sales promotion
spending was about 60:40, today that is reversed.
• Sales promotions are most effective when they are
used with advertising or personal selling.
• Consumer promotions must normally be advertised
and can add excitement and pulling power to ads.
• Trade and sales force promotions support the firm’s
personal selling process.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Sales Promotion
Steps
• Sales Promotion consists of by-now-familiar steps:
–
–
–
–
–
III
setting the objectives
selecting the tools
developing the best program
pretesting and implementing the plan
evaluating the results
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Local Store Marketing
Introduction
• Local store marketing, also called local area
marketing or neighborhood marketing, is a low-cost,
hands-on effort to promote and market a business.
III
– using all opportunities within the immediate trading area
• Although all areas of the promotional mix are used,
PR is the heart of any local area marketing program.
• It is an area in which small companies can compete
just as effectively as large companies.
• Independently owned businesses have an advantage
over large companies because the owners become
permanent fixtures of the community.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Local Store Marketing
Description
• Research has shown that 75% of a restaurant’s
customers come from within a ten-minute drive.
III
– with fast-food, the radius shrinks to 3-5 minutes
• Primary schools look for places to take their students
on field trips, and a restaurant or hotel can be an
exciting venue.
• Many suburban areas have weekly papers; providing
a weekly or monthly article on travel, food, or wine
is a good way to gain exposure.
• Being a speaker at meetings of local social & service
clubs is another way to gain exposure.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Local Store Marketing
Ideas
• During the holidays, a business can be a depository
for charities collecting gifts for the disadvantaged.
III
– but don’t accept this task passively
• If local firefighters ask you to collect toys, suggest
the campaign be started with a kickoff drive,
including fire engines, sirens, and firefighters.
– call the local news station and get some TV coverage
• The school band, girl scouts, and the local little
league team are always looking for fundraisers.
– many restaurants will give a portion of their proceeds
to these groups if they refer business
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
Local Store Marketing
Involvement
• Cause-related promotions are another local area
marketing tactic, bring business to the hotel or
restaurant and help the community.
• A good campaign creates community goodwill and
exposure for the restaurant.
III
– which means increased business & customer loyalty
• Successful local marketers do not give products or
money away freely; they evaluate every opportunity
and make sure the effort will be worthwhile.
– by being creative, managers can ensure their local
marketing efforts will be noticed
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
KEY TERMS
• Contests, sweepstakes, and games. Give
consumers a chance to win something, such as
cash or a trip.
• Corporate communications. This activity covers
internal and external communications and promotes
understanding of an organization.
• Counseling. Involves advising management about
public issues and company positions and image.
• Coupons. Certificates that offer buyers savings
when they purchase specified products.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
KEY TERMS
• Lobbying. Dealing with legislators and government
officials to promote or defeat legislation and
regulation.
• Patronage rewards. Cash or other awards for
regular use of a company’s products or services.
• Point of purchase (POP) promotions. Includes
displays and demonstrations that take place at the
time of sale.
• Premiums. Goods offered either free or at low cost
as an incentive to buy a product.
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
III
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
KEY TERMS
• Press relations. Placing newsworthy information
into the news media to attract attention.
• Press release. Information released to the media
about certain new products or services.
• Product publicity. Various efforts to publicize
specific products.
• Public relations. The process by which a positive
image and customer preference is created through
third party endorsement.
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
KEY TERMS
• Sales promotion. Consists of short term incentives
to encourage the purchase or sale of a product or
service.
• Samples. Offers of a trial amount of a product.
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
EXPERIENTIAL EXERCISES
Try This !
• Find a good example of publicity in a print medium
• Copy the article and explain why you think the
publicity is effective.
III
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
INTERNET EXERCISES
Try This !
Support for this exercise can be found on the Web
site for Marketing for Hospitality and Tourism,
www.prenhall.com/kotler
III
• Find two Web sites of hospitality/travel organizations
that offer PR support. This could be corporate
announcements, a “press room section,” or a gallery of
photos that one can download for publicity purposes.
• Report on the sites you found and the support they
offered for persons wanting to write a story about
the organization.
14
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
tab
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
END
III
CHAPTER END
Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
14
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458