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MARKETING & TRAV E L H O S PI TALI TY Chapter 14 Communications and the Promotional Mix Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY The Basic Model of Communications Figure 14.1 The communications process. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Five Promotional Mix Elements Advertising Personal selling (sales) Sales promotion Merchandising Public relations and publicity Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY The Difference between Explicit and Implicit Communications Explicit communications: definite messages given to customers through the use of language, either oral or written Implicit communications: promotional cues or messages conveyed through body language or by another nonverbal means Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Three Principal Goals of Promotion To inform To persuade To remind RIP acronym = Remind - Inform - Persuade Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Figure 14.7 Goals of promotion and buying process stages. (Adapted from The Tourism System, fifth edition by Robert Christie Mill and Alastair M. Morrison. Copyright © 2006 Kendall/Hunt Publishing Company. Used with permission) Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Definitions of Individual Promotional Mix Elements Advertising: Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor Personal selling: Oral conversations, either by telephone or face-to-face, between salespersons and prospective customers Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Definitions of Individual Promotional Mix Elements (continued) Sales promotion: Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase Merchandising: Materials used in-house to stimulate sales Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Definitions of Individual Promotional Mix Elements (continued) Public relations: All the activities that a hospitality and travel organization engages in to maintain or improve its relationship with other organizations and individuals Publicity: One public relations technique that involves nonpaid communication of information about an organization’s services Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING H O S PI TALI TY & TRAV E L Figure 14.14 Summary of the advantages and disadvantages of the five promotional mix elements. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.