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

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

3. Objectives of Marketing Communication
Inform
Persuade
Remind

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

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

6. Stimulating Demand
Primary demand
Selective demand

7. Hierarchy of Marketing Communication Objectives –AIDA
Awareness
Interest
Desire
Action

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

9. Advertising Goals and Objectives
Build or sustain an image
Create immediate sales
Objectives
Measurable

10. Advertising Planning
Target audience
Message
Media
Timing
Budget

11. Target Audience Audience segments Multiple decision makers
Nonusers
Emergents
Loyals
Switchers
Multiple decision makers
Diverse population

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

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

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

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

16. Advertising Timing
Continuity
Flighting

17. Advertising Timing Continuity Flighting Time Period
Desired * * * * * * * * * * * * * *
Flighting * * * * * * * * * * *

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