1. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Chapter 13 Sales Promotion and Merchandising

2. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 16.2 Roles of sales promotion and merchandising.

3. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 16.3 Steps in preparing and evaluating a sales promotion and merchandising plan.

4. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Difference between Special Communication and Special Offer Promotions Special communication methods: Give the promoter additional options for communicating with present and potential customers, and travel trade intermediaries

5. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Special-offer promotions: Short-term inducements given to customers, travel trade intermediaries, and sales representatives; generally, some type of action must take place from the potential customer Difference between Special Communication and Special Offer Promotions (continued)

6. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 16.9 Types of sales promotion and merchandising techniques

7. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Special Communication Methods a. Specialty advertising b. Sampling c. Travel trade shows and exhibitions d. Point-of-sale (POS) displays and other merchandising materials

8. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G d. Point-of-purchase demonstrations e. Educational seminars and training programs f. Audio-visual materials for sales representatives Special Communication Methods (continued)

9. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Special-Offer Promotions a. Coupons b. Price-offs c. Premiums d. Contests, sweepstakes, and games e. Travel trade intermediary inducements f. Recognition programs g. Continuity programs h. Gift certificates