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

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

3. Objectives of Marketing Communication n Inform n Persuade n Remind

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

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

6. Stimulating Demand n Primary demand n Selective demand

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

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

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

10. Advertising Planning n Target audience n Message n Media n Timing n Budget

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

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

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

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

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

16. Advertising Timing n Continuity n Flighting

17. Advertising Timing n Continuity n Flighting Time Period 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Desired * * * * * * * * * * * * * * Flighting * * * * * * * * * * *

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