Advertising Advertising Strategies for Strategies for Tourism and Tourism and HospitalityHospitality

ObjectiveObjective:: Introducing advertising strategies Introducing advertising strategies for tourism and hospitality. In the end of this for tourism and hospitality. In the end of this

week, students will understand using different week, students will understand using different advertising stratgies and approachesadvertising stratgies and approaches for for

tourism and hospitality products. tourism and hospitality products.

Goals of promotionGoals of promotion

Marketing goals; related to the Marketing goals; related to the achievement of sales of the product to achievement of sales of the product to consumers.consumers.

Corporate goals; related to market Corporate goals; related to market share or volumes of sales, profitability share or volumes of sales, profitability and revenue.and revenue.

Communication goals; related to the Communication goals; related to the image, reputation and attitudes of image, reputation and attitudes of stakeholders towards the organization.stakeholders towards the organization.

AdvertisingAdvertising

Advertising is a specific form of Advertising is a specific form of marketing communications which is marketing communications which is concerned with bringing information concerned with bringing information about an organization, its products about an organization, its products and services, or any other messages and services, or any other messages to the attention of the market.to the attention of the market.

Mainly provides information, creates Mainly provides information, creates awareness and reminds the markets. awareness and reminds the markets.

Due to developments in technology, Due to developments in technology, in advertising today, there is;in advertising today, there is; greater fragmentation in terms of use of greater fragmentation in terms of use of

media channels media channels growth in pull strategies (to drive growth in pull strategies (to drive

consumers towards certain actions)consumers towards certain actions) greater interactivity in advertising greater interactivity in advertising

messagesmessages increase in use of personal increase in use of personal

endorsement (by celebrities or ordinary endorsement (by celebrities or ordinary users)users)

more innovative media strategiesmore innovative media strategies

AdvantagesAdvantages

low cost per contactlow cost per contact ability to reach customers where and ability to reach customers where and

when salespersons cannotwhen salespersons cannot great scope of creative versatility and great scope of creative versatility and

dramatization of messagesdramatization of messages ability to create images that ability to create images that

salespersons cannot - “institutional salespersons cannot - “institutional advertising” is a form of advertising advertising” is a form of advertising done to create a favourable image of done to create a favourable image of an organization.an organization.

nonthreatening nature of nonthreatening nature of nonpersonal presentationnonpersonal presentation

potential to repeat message potential to repeat message several times several times

prestige and impressiveness of prestige and impressiveness of mass-media advertisingmass-media advertising

DisadvantagesDisadvantages

inability to “close” salesinability to “close” sales advertising “clutter” advertising “clutter” customer’s ability to ignore advertising customer’s ability to ignore advertising

messagesmessages difficulty getting immediate response or difficulty getting immediate response or

actionaction difficulty measuring advertising difficulty measuring advertising

effectivenesseffectiveness relatively high “waste” factorrelatively high “waste” factor

How Advertising WorkHow Advertising Work

Advertising must move people Advertising must move people through a series of steps or states.through a series of steps or states. AwarenessAwareness ComprehensionComprehension AcceptanceAcceptance PreferencePreference PurchasePurchase Reinforcement Reinforcement

Therefore, the focus of advertising Therefore, the focus of advertising should be directed towards receiving should be directed towards receiving one of the following types of response;one of the following types of response; The sales response (price is the key The sales response (price is the key

message)message) The persuasion response (messages The persuasion response (messages

should be designed to change attitudes)should be designed to change attitudes) Involvement response (messages should Involvement response (messages should

be designed to empathize customers)be designed to empathize customers) The salience group (messages should The salience group (messages should

attempt to relate the product/brand to attempt to relate the product/brand to consumers identity or social, cultural and consumers identity or social, cultural and socio-economic characteristics)socio-economic characteristics)

Strong vs. weak theories of advertising;Strong vs. weak theories of advertising; Whether advertising is strong enough on its own Whether advertising is strong enough on its own

to impact on sales immediately is argued due to to impact on sales immediately is argued due to the fact that advertising is an impersonal type of the fact that advertising is an impersonal type of communication.communication.

Weak theories are based on awareness, trial, and Weak theories are based on awareness, trial, and reinforcement.reinforcement.

For travel and tourism products, both can For travel and tourism products, both can be helpful under different circumstances. be helpful under different circumstances. For infrequent purchases, advertising For infrequent purchases, advertising should be used to remind audiences of the should be used to remind audiences of the brand’s relevance rather than continually brand’s relevance rather than continually aiming stimulating sales. However, in aiming stimulating sales. However, in other times (such as peak holiday booking other times (such as peak holiday booking times), messages should convey stronger times), messages should convey stronger appeals to purchase.appeals to purchase.

Media StrategiesMedia Strategies

The three types of media strategies;The three types of media strategies; Mass media (broadcasting; Mass media (broadcasting;

undifferentiated marketing strategy)undifferentiated marketing strategy) Targeted media (narrowcasting; narrower Targeted media (narrowcasting; narrower

segments are targeted in a more focused segments are targeted in a more focused and directed manner)and directed manner)

Mixed mediaMixed media These decisions are dependent on;These decisions are dependent on;

The target market, total number of people The target market, total number of people in the segment, their habits in using in the segment, their habits in using different media, the purpose and objectives different media, the purpose and objectives of the strategy, available budget.of the strategy, available budget.

The Range of Advertising The Range of Advertising ChannelsChannels

DirectoriesDirectories MagazinesMagazines National National

newspapersnewspapers Regional or local Regional or local

newspapersnewspapers Television or in the Television or in the

cinema cinema Commercial radioCommercial radio Poster advertisingPoster advertising

Direct mailDirect mail ExhibitionsExhibitions Merchandising and Merchandising and

point of salepoint of sale Sales promotionSales promotion SponsorshipSponsorship InternetInternet Mobile Mobile

communicationscommunications

Profiles of Major Media Profiles of Major Media TypesTypes

NewspapersNewspapers: reach many people but have : reach many people but have limited opportunity to reach market limited opportunity to reach market segments , have short life time, do not segments , have short life time, do not have reproduction quality.have reproduction quality.

MagazinesMagazines: have many advantages over : have many advantages over newspapers like having high-qualitynewspapers like having high-quality reproduction, color availability, prestige, reproduction, color availability, prestige, audience selectivity, and long life. audience selectivity, and long life. However, cost more, prepared in a long However, cost more, prepared in a long time, and reduce an advertiser’s ability to time, and reduce an advertiser’s ability to repeat ads.repeat ads.

RadioRadio: can reach an entire area, specific : can reach an entire area, specific target markets by matching the radio target markets by matching the radio station and time with the property’s station and time with the property’s target market. However, if not repeated, target market. However, if not repeated, they have shot life span.they have shot life span.

TelevisionTelevision: television’s main advantage : television’s main advantage over radio is that it combines sight with over radio is that it combines sight with sound. TV commercials can show friendly sound. TV commercials can show friendly company staff. Gets high attention, and company staff. Gets high attention, and remembered as a result. Commercials remembered as a result. Commercials can run many times daily and reach many can run many times daily and reach many people, and can reach specific audiences people, and can reach specific audiences by selecting the correct TV shows. by selecting the correct TV shows. However, they are very expensive. However, they are very expensive.

Outdoor AdvertisingOutdoor Advertising: billboards along : billboards along highways or in and around large cities are highways or in and around large cities are used to remind and attract potential guests used to remind and attract potential guests about the product. They must be bold, about the product. They must be bold, dynamic and graphic so that passersby can dynamic and graphic so that passersby can get the message at a glance. They have get the message at a glance. They have large circulation, broad reach and low cost large circulation, broad reach and low cost but have limited message length.but have limited message length.

Direct MailDirect Mail: involves the mailing of the : involves the mailing of the advertising message in brochures, coupons advertising message in brochures, coupons or other formats. It is especially used by or other formats. It is especially used by clubs, and banks for credit card holders clubs, and banks for credit card holders and members. It allows audience and members. It allows audience selectivity, can be personalized, and easily selectivity, can be personalized, and easily measured but have high cost of developing measured but have high cost of developing and mailing.and mailing.

Tourism and Hospitality Tourism and Hospitality Media ChannelsMedia Channels

CampaignCampaign Business-to-business Business-to-business

(B2B) sales (B2B) sales missions/workshop/emissions/workshop/exhibitionsxhibitions

Print advertisingPrint advertising Direct mail/customer Direct mail/customer

relationship relationship management management (CRM)/newsletters(CRM)/newsletters

Online advertising/e-Online advertising/e-CRM (including e-CRM (including e-newsletters)newsletters)

Brochure distributionBrochure distribution Agent training Agent training

programsprograms Familiarization visitsFamiliarization visits Lead generation Lead generation

researchresearch

Message DesignMessage Design

Due to intangibility, messages must;Due to intangibility, messages must; provide physical representation of the provide physical representation of the

service componentsservice components demonstrate service performance demonstrate service performance

episodesepisodes describe experiences which can be describe experiences which can be

captured in imagescaptured in images connect with the values, desires and connect with the values, desires and

drivers of demanddrivers of demand engage people’s thought processes either engage people’s thought processes either

using rational or emotional appeals using rational or emotional appeals

After all, advertising messages must After all, advertising messages must be designed for a target group in mind be designed for a target group in mind and they must be;and they must be; NoticedNoticed RememberedRemembered ActionedActioned

Messages should specifically have;Messages should specifically have; Appeal ( benefits for the target audiences)Appeal ( benefits for the target audiences) Specificity (evidence of benefits)Specificity (evidence of benefits) Appropriate tone (stated in the language Appropriate tone (stated in the language

of customers)of customers)

Common promotional themes Common promotional themes included in advertising messages;included in advertising messages; Sales promotionSales promotion Relationships (home, family or Relationships (home, family or

belonging)belonging) Adventure/escapeAdventure/escape Convenience (advices from experts)Convenience (advices from experts) Desire/aspiration (once in lifetime Desire/aspiration (once in lifetime

experiences)experiences)

Creative DevelopmentCreative Development

While developing messages, the following While developing messages, the following must be considered in order to be effective.must be considered in order to be effective. Balance; is about how the information is Balance; is about how the information is

presentedpresented Message structure, is about content; whether Message structure, is about content; whether

the messages leads the audience to draw the messages leads the audience to draw conclusions conclusions

Message appeal; is about creating the right Message appeal; is about creating the right appealappeal

Credibility; is about the credibility of the sourceCredibility; is about the credibility of the source

ResourcesResources

McCabe, S. (2009). Marketing McCabe, S. (2009). Marketing Communications in Tourism and Communications in Tourism and Hospitality: Concepts, Strategies and Hospitality: Concepts, Strategies and Cases. Butterworth-Heinemann: Oxford. Cases. Butterworth-Heinemann: Oxford.

Kotler, P.; Bowen, J. and Makens, J. (Kotler, P.; Bowen, J. and Makens, J. (20102010). ). Marketing for Hospitality and Tourism (Marketing for Hospitality and Tourism (5th. 5th. ed.). Prentice Halled.). Prentice Hall: New Jersey.: New Jersey.

Kotler, P. and Armstrong, G. (20Kotler, P. and Armstrong, G. (201010) ) Principles of Marketing (1Principles of Marketing (133th ed.). Prentice th ed.). Prentice HallHall: New Jersey.: New Jersey.