Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

Lec.11 Communication Mix (Advertising, Publicity, and Public Relations) Tourism & Hospitality Marketing Tamer Zakaria 2

Outlines Part 1- Advertising Advertising. Tourism & Hospitality Advertising Objectives. Advertising Guidelines. The Six-Step Advertising Process. Part 2- Publicity and Public Relations Publicity. The Role of Public Relations. Major Activities of Public Relations. The Public Relations Process. Tourism & Hospitality Marketing Tamer Zakaria 3

Part 1 Advertising Tourism & Hospitality Marketing Tamer Zakaria 4

Advertising Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising is ideally used for Establishing awareness. Creating image(s). Creating lifestyle associations. Tourism & Hospitality Marketing Tamer Zakaria 5

Tourism & Hospitality Advertising Objectives Differentiating tourism and hospitality properties, products, and services from those of competitors. Promising and delivering benefits that meet or exceed guest wants and needs. Relating to guests and making tourism and hospitality services more tangible. Providing guests with desired visual images of the tourism and hospitality providers and offerings. Supporting guests’ purchase decisions. Generating interest on the part of potential guests. Tourism & Hospitality Marketing Tamer Zakaria 6

Continued Creating positive influences on employees. Positioning tourism and hospitality providers and offerings appropriately. Generating sales. Gaining and maintaining market share. Tourism & Hospitality Marketing Tamer Zakaria 7

Advertising Guidelines Know your product or service. Advertise as part of the total marketing strategy. Develop a proposition. Create a platform. Be realistic about the level of expectation. Review for customer needs. Tourism & Hospitality Marketing Tamer Zakaria 8

The Six-Step Advertising Process Identify your purpose. Target your audience. Select a medium. Create the Ad. Place and time the Ad. Fulfill expectations. Tourism & Hospitality Marketing Tamer Zakaria 9

Part 2 Publicity & Public Relations Tourism & Hospitality Marketing Tamer Zakaria 10

Publicity Publicity, a major tool of public relations, refers to unpaid communications by media regarding tourism and hospitality properties, their offerings, operations, activities, and personnel. It supports advertising and the other communication mix ingredients. Tourism & Hospitality Marketing Tamer Zakaria 11

The Role of Public Relations Public Relations – an element of the communication mix directed at gaining public understanding and acceptance and building goodwill. The major function of public relations in the communication mix is managing media and community perceptions of tourism and hospitality businesses. Tourism & Hospitality Marketing Tamer Zakaria 12

Major Activities of Public Relations Press relations. Product publicity. Corporate communication. Lobbying. Counseling. Tourism & Hospitality Marketing Tamer Zakaria 13

The Public Relations Process Researching to understand the firm’s mission, culture, and target of the communication. Establishing marketing objectives. Defining the target audience. Choosing the PR message and vehicles. Implementing the marketing PR plan. Evaluating PR results. Tourism & Hospitality Marketing Tamer Zakaria 14

At the End Thank You Tourism & Hospitality Marketing Tamer Zakaria 15