A Guide to Effective Advertising

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Unit I

A GUIDE TO EFFECTIVEADVERTISING

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What is advertising?

Advertising is the non-personal

communication of information,

usually paid for and usuallypersuasive in nature, about

products goods and services!, or

ideas by identified sponsorsthrough the various media"

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Advertisingis any impersonal, one-#ay

mass communication

about a product or organi$ation thatis

paid forby a mar%eter"

Advertisingis any impersonal, one-#ay

mass communication

about a product or organi$ation thatis

paid forby a mar%eter"

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ADVERTISING STRATEGIESAn important part of any advertising plan is

deciding on advertising strategies. Thethree strategic options are:

Diferentiation

Segmentation

A om!ination o" t#o

Coo$erative advertisingRei$roa% advertising

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DiferentiationIn Diferentiation, you emphasie ho!

your hotel is di"erent from others.

The advertising must aim at somemeaningful di"erences

#i$e uni%ueness of location, consistent andrelia&le service, theme &ased restaurants

These are positive U'(s that you can use to

start the advertisement campaign.

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Com!inationIn this strategy, &oth the di"erentiation and

segmentation strategies are selected toform the advertising plan.

A speci*c mar$et segment is selected toadvertise and an attempt is made todi"erentiate your property from otherproperties &y o"ering uni%ue &ene*ts that!ill &e of interest to the selected segment.

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SegmentationIn Segmentation, your strategy can &e to

target a speci*c segment !hich has &eenleft untapped under a particular mar$etingsegment

#i$e -omen &usiness travelers under&usiness travelers, !hich can &e used tostart the advertising campaign.

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Coo$erative advertisingCoo$erative advertising & It involves

advertising in con/unction !ith anotheradvertiser.There are t!o types of corporative

advertising 0 oriontal and vertical.oriontal co0op advertising involves similar

&usiness, such as several hotels that poolresources to promote their destination city.

ertical co0op advertising, on the other handinvolves several di"erent types of &usinessessuch as a hotel and airline that cosponsor anadvertisement &ene*t &oth parties.

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Rei$roa% advertising

It is the echange of hospitality product orservices 5rooms, food and &everages etc...6for advertising space or airtime.

This type of advertising can &e especiallye"ective for *rms !ith limited &udget

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DEVE'O(INGADVERTISING ('AN8o matter !hat strategy is used,

advertising must promote *rm in amemora&le and cost e"ective !ay.

9our characteristics reach

;each

9re%uency,

consistency,

and TimingAll these play important roles in allsuccessful advertising strategies.

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Things to &e notedReahIt refers to the no of di"erent individuals or

homes eposed to an advertising message atleast once during a speci*ed time period.

Fre)*en+

It is a measure of ho! many times the averageperson in the target mar$et is eposed to theadvertising message over a speci*ed timeperiod>

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Consisten+It plays an important part in consumer recognition

of your hotel or restaurant. ?our advertising !ill &efar more e"ective if it has a consistent loo$ and, inthe case of &road cast media, a consistent sound

TimingIt involves scheduling advertising for those times

!hen it !ill &e most e"ective. The ne!s paperadvertising &ureau recommends timingadvertisements to coincide !ith seasonal sales

patterns promoting summer vacation pac$ages/ust &efore the season.

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Scheduling the Promotion

ContinuousContinuousMedia ScheduleMedia Schedule

ContinuousContinuousMedia ScheduleMedia Schedule

FlightedFlightedMedia ScheduleMedia Schedule

FlightedFlightedMedia ScheduleMedia Schedule

PulsingPulsingMedia ScheduleMedia Schedule

PulsingPulsing

Media ScheduleMedia Schedule

SeasonalSeasonal


SeasonalSeasonal


Advertising is run steadily throughout theperiod.

Yellow Pages

Advertising is run steadily throughout theperiod.

Yellow Pages

Advertising is run heavily every Thursday ormonth end.

Movies

Advertising is run heavily every Thursday ormonth end.

Movies

Advertising combines continuous scheduling

with flighted.

Advertising combines continuous scheduling

with flighted.

Advertising is run only when the product isliely to be used.

Advertising is run only when the product isliely to be used.

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-UDGETING FORADVERTISING@efore esta&lishing an advertising &udget, you

should consider a num&er of varia&les that !illa"ect the $ind of advertising &udget you !ill use,

The si.e and t+$e o" the hos$ita%it+ /rm 0The sie of your property and the types ofservices and facilities it o"ers !ill greatlyinuence the amount of money necessary toe"ectively advertise it.

The om$etition 0 Advertising &udget are alsoa"ected &y ho! much the nearest competitor isspending on its advertisement campaigns.

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Advertising @udget1ar2eting o!3etives 0 Advertising

&udget should &e made $eeping in mindthe o&/ectives of the *rm. Bpansion orgro!th of the hotel chain !ould invite more

investment.

Target mar2ets 0The num&er and sie ofthe mar$et also determines the propertyCsoverall advertising &udget.

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Documents

A Guide to Effective Advertising