Chapter 13 Promoting Hospitality and Tourism

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

Advertising 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

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 Print Broadcast Online Specialty PRINT Newspaper – specific geographic location, inexpensive, life is short- people throw away

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

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 SPECIALITY MEDIA Calendar, pens, mugs, magnets, matchbooks, imprinted with company logo

Creating Advertising Messages AIDA Model Attention Interest Desire Action Content of the Message- appeal in different ways emotional, rationally, morally

Structure and Format (style and tone of message) Testimonial Scientific Technical Personality Lifestyle Mood Fantasy

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

13-2 Public Relations and Sales Promotion PUBLIC REALTIONS- any activity designed to create a positive image of a business 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

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 Crisis Management =

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