Promoting Products: Public Relations and Sales Promotion Chapter 14 Kotler, Bowen and Makens Marketing for Hospitality and Tourism

Promoting Products: Public Relations and Sales PromotionChapter 14

Kotler, Bowen and Makens

Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism, 6eKotler, Bowen and Makens

© 2014 by Pearson Higher Education, IncUpper Saddle River, New Jersey 07458 • All Rights Reserved

Learning Objectives1. Understand the different public relations activities:

press relations, product publicity, corporate communications, lobbying, and counseling.

2. Understand the public relations process: research, establishing marketing objectives, defining the target audience, choosing the PR message and vehicles, and evaluating PR results.

3. Explain how companies use public relations to communicate and influence important publics.

4. Explain how sales promotion campaigns are developed and implemented.

5. Implement a crisis management program in a hospitality business.



Public Relations Activities

Press Relations

Product Publicity

Corporate Communications

Lobbying

Counseling



The Public Relations Process

Evaluating the Results

Implementing the PR Plan

Research

Establishing Market

Objectives

Defining the Target

Audience

Choosing the PR

Message & Vehicles



Marketing Public Relations Objectives

Stimulate Sales Force

Lower Promotion

Costs

Build Awareness

Build CredibilityPR

Objectives



Evaluating PR Results

Sales-and-Profit Contribution

Exposures

Awareness/ Comprehensio

n/ Attitude Change

Evaluating PR Results



Build Public Relations Around

The Owner/Operator

LocationProduct orService



Dos of Crisis Management



Don’ts of Crisis Management



Sales Promotions

Evaluate the Results

Pretest and Implement the

Plan

Set Sales Promotion Objectives

Select Sales Promotion

Tools

Develop Sales

Promotion Program



Consumer Promotion Tools

Samples

Coupons

Premiums

Patronage Rewards

Point-of-Purchase (POP) Displays

Contests

Sweepstakes

Games



Key Terms

Contests, sweepstakes, and games Give consumers a chance to win something, such as cash or a trip.

Corporate communications This activity covers internal and external communications and promotes understanding of an organization.

Counseling Involves advising management about public issues and company positions and image.

Coupons Certificates that offer buyers savings when they purchase specified products.

Lobbying Dealing with legislators and government officials to promote or defeat legislation and regulation.

Patronage rewards Cash or other awards for regular use of a company’s products or services.

Point-of-purchase (POP) promotions Includes displays and demonstrations that take place at the time of sale.

Premiums Goods offered either free or at low cost as an incentive to buy a product.



Key Terms (cont.)

Press relations Placing newsworthy information into the news media to attract attention.

Press release Information released to the media about certain new products or services.

Product publicity Various efforts to publicize specific products.

Public relations The process by which a positive image and customer preference is created through third-party endorsement.

Sales promotion Consists of short-term incentives to encourage the purchase or sale of a product or service.

Samples Offers of a trial amount of a product.

Documents

Promoting Products: Public Relations and Sales Promotion Chapter 14 Kotler, Bowen and Makens Marketing for Hospitality and Tourism