Marketing Hospitality, 3rd ed., Hsu/Powers Chapter 12 Marketing Communication: Advertising

Communication Mix n Advertising n Sales promotion n Personal selling n Public relations (PR) n Publicity

Objectives of Marketing Communication n Inform n Persuade n Remind

Reminding/ Persuasive Time Low InformativePersuasive High Annual Sales ($) Stage I Introduction Stage II Growth Stage III Maturity Stage VI Decline or Regeneration Reminding Principal Communication Strategies

Decision MakingCommunication Problem Awareness Information Search Alternative Evaluation Purchase Decision Postpurchase Evaluation Inform Persuade Remind Communication Strategy and Decision Making

Stimulating Demand n Primary demand n Selective demand

Hierarchy of Marketing Communication Objectives – AIDA n Awareness n Interest n Desire n Action

Promotion Operations (and Reminder Promotion) Impact Input/Time Adoption and Repeat Patronage Trial Desire Interest Awareness Roles of Promotion and Operations on AIDA

Advertising Goals and Objectives n Goals –Build or sustain an image –Create immediate sales n Objectives –Measurable

Advertising Planning n Target audience n Message n Media n Timing n Budget

Target Audience n Audience segments –Nonusers –Emergents –Loyals –Switchers n Multiple decision makers n Diverse population

Message n Unique selling proposition (USP) –Value –Uniqueness –Believable –Benefits n Cutter through the clutter –Headline –Humor –Comparative advertising –Spokesperson

Advertising Media Characteristics n Cost per thousand (CPM) n Reach n Frequency n Gross rating points (GRP) n Impact

Media Alternatives n Electronic media –Television Area of dominant influence (ADI) –Radio –Internet –Other electronic media n Print media –Newspapers –Newspaper inserts –Magazines

Media Alternatives (Cont.) n Electronic media n Print media n Outdoor media –Signs –Billboards n Collateral materials –Brochures –Specialty items n Direct mail n Due bills

Advertising Timing n Continuity n Flighting

Advertising Timing n Continuity n Flighting Time Period Desired * * * * * * * * * * * * * * Flighting * * * * * * * * * * *

Advertising Budget n Percentage of sales n Zero-based (Objective-oriented)