1. Ch 8: Marketing Communications: The Role of Advertising and Sales Promotions   
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2. Topics Covered Marketing promotion tools The communication process
Integrated marketing communications (IMC)    
Push and pull promotional strategies
Global versus local debate   
Tourism advertising   
Developing an advertising programme   
Sales promotions   
Joint promotions
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3. Figure 8.1 The role of promotions in the marketing strategy
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4. Table 8.1 The promotional mix used in tourism and hospitality
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5. Figure 8.2 The communication process
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6. Table 8.2 Hierarchies of effects models
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7. Table 8.3 An IMC campaign outline
Steps in the plan
Details
1. Situation Analysis
Product and company research
Consumer and stakeholder research
Industry and market analysis
Competitive analysis
2. SWOT analysis
Internal strengths and weaknesses
External opportunities and threats
Problem identification
3. Campaign strategy
Objectives
Targeting
Positioning
4. Communication strategy
Message development research
The creative theme
Tactics and executions
5. Media plan
Media mix
Scheduling and timing
6. Other marketing communications activities
Sales promotion
Direct marketing
Public relations
7. Appropriation and budget
Based on the cost of reaching the target market
8. Campaign evaluation
Measuring the effectiveness of stated objectives
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8. Figure 8.4 Push and pull promotional strategies
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9. Figure 8.5 Developing an advertising programme
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10. Execution Styles
Slice of life - shows people using the product in a normal setting
Fantasy - creates a wonder world around the product or its use
Mood or image - builds a mood or image around the product or service
Lifestyle - shows how a product fits with a lifestyle.
Musical - shows one or more people or cartoon characters singing a song about a product
Testimonial evidence
Technical expertise - the company shows its expertise with the products
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11. Media Strategy
The media plan section in an advertising plan includes media objectives (reach and frequency), media strategies (targeting, continuity, timing), media selection (the specific vehicles), geographic strategies, schedules, and the media budget.
Vehicles:
print
broadcast
out of home
other: direct mail, exhibitions, sponsorship, POP displays, ambient media, internet
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12. International Advertising and the Global versus Local Debate
Levitt - companies should operate as if there were only one global market
Kotler - differences among nations and cultures should not be ignored
The outcome of this debate has been three schools of thought on advertising in another country:
standardization
localization
combination
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13. Sales Promotions
Short-term incentives to encourage the purchase or sales of product or service
Directed at consumer (samples, coupons, rebates, contests, demonstrations) and trade (free goods, contests, fam trips)
Growing rapidly
evaluate promotion effectiveness
less expensive than advertising
responds to marketplace changes
support other areas of the promotional mix
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14. Table 8.5 Sales promotion objectives and techniques used in tourism and hospitality
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15. Joint Promotions
Joint promotions involve two organizations with similar target markets combining their resources to their mutual advantage.
This collaboration can reduce the cost of the incentives offered, and it may be a one-off joint promotion or a long-term campaign such as a trade association campaign using an ‘umbrella’ brand name.
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