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Chapter 13 Promoting Hospitality and Tourism. Promotion and Advertising Promotion = any form of communication used to persuade people to buy products.

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Presentation on theme: "Chapter 13 Promoting Hospitality and Tourism. Promotion and Advertising Promotion = any form of communication used to persuade people to buy products."— Presentation transcript:

1 Chapter 13 Promoting Hospitality and Tourism

2 Promotion and Advertising Promotion = any form of communication used to persuade people to buy products Promotion = any form of communication used to persuade people to buy products Purpose is to increase sales, generate interest, create positive image Purpose is to increase sales, generate interest, create positive image Promotional Mix Promotional MixAdvertising Sales Promotion Public Relations and Publicity Personal Selling

3 Advertising Advertising = PAID promotion Advertising = PAID promotion Promotional Advertising = advertising with a goal of selling an item – introduce new products, special deal or sale 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

4 Institutional Advertising = with a goal of developing goodwill or positive image 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.

5 Types of Advertising Media Print Print Broadcast Broadcast Online Online Specialty SpecialtyPRINT Newspaper – specific geographic location, inexpensive, life is short- people throw away

6 Magazines = monthly, goes nationally, appeals to certain target markets, priced high Magazines = monthly, goes nationally, appeals to certain target markets, priced high Direct Mail = sent to home or , can be personalized to target market Direct Mail = sent to home or , can be personalized to target market Ex. – hotel sends to people who recently stayed there

7 Outdoor Advertising = sings, billboards, posters, like in sports arenas, transportation centers 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

8 ONLINE MEDIA ONLINE MEDIA Banner Ads Search Engines Counting Hits SPECIALITY MEDIA Calendar, pens, mugs, magnets, matchbooks, imprinted with company logo

9 Creating Advertising Messages AIDA Model AIDA ModelAttentionInterestDesireAction Content of the Message- appeal in different ways emotional, rationally, morally Content of the Message- appeal in different ways emotional, rationally, morally

10 Structure and Format (style and tone of message) Structure and Format (style and tone of message)TestimonialScientificTechnicalPersonalityLifestyleMoodFantasy

11 Budgeting for Advertising Affordable – what can the business afford Affordable – what can the business afford Percentage of sales- % of sales is spent on advertising Percentage of sales- % of sales is spent on advertising Competitive =gain the competitive advantage Competitive =gain the competitive advantage Objective and task – based on businesses objectives Objective and task – based on businesses objectives

12 13-2 Public Relations and Sales Promotion PUBLIC REALTIONS- any activity designed to create a positive image of a business PUBLIC REALTIONS- any activity designed to create a positive image of a business PUBLICITY – free mention of product or company – TV, newspaper, etc. PUBLICITY – free mention of product or company – TV, newspaper, etc. 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 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

13 Press Releases = newsworthy article that provides basic information- who, what, when, and where Press Releases = newsworthy article that provides basic information- who, what, when, and where Pg 268 example The Spin Zone= putting a positive spin on a negative situation The Spin Zone= putting a positive spin on a negative situation Crisis Management = Crisis Management =

14 Creating Goodwill = improve relationships with other businesses in the same location Creating Goodwill = improve relationships with other businesses in the same location SALES PROMOTION 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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