Transcript Chapter Title

Marketing for Hospitality and Tourism
Kotler, Bowen and Makens
Promoting Products: Communication and
Promotion Policy and Advertising
Chapter 13
Learning Objectives
1. Discuss the process and advantages of integrated
marketing communications in communicating
customer value.
2. Define the five promotion tools and discuss the
factors that must be considered in shaping the overall
promotion mix.
3. Outline the steps in developing effective marketing
communications.
4. Explain the methods for setting the promotion budget
and factors that affect the design of the promotion
mix.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Learning Objectives (cont.)
5. Define the roles of advertising in the promotion mix.
6. Describe the major decisions in advertising, including
setting objectives and budget; creating the
advertising message; selecting advertising media;
choosing media types, vehicles, and timing; and
evaluating advertising.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The Promotion Mix
The Promotion
Mix
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Integrated Marketing Communications
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Elements in the Communication Process
Sender
Encoding
Message
Decoding
Receiver
Media
Noise
Feedback
Marketing for Hospitality and Tourism, 6e
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Response
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Steps in Developing Effective
Communication
Identify the
Target
Audience
Select the
Communication
Channels
Marketing for Hospitality and Tourism, 6e
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Determine the
Communication
Objectives
Select the
Message
Source
Design the
Message
Collect
Feedback
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Buyer Readiness States
Awareness
Preference
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Knowledge
Conviction
Liking
Purchase
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Designing the Message
Message
Content
Message
Format
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Message
Structure
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Communication Channels
Personal
Marketing for Hospitality and Tourism, 6e
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Communication
Channels
Nonpersonal
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Setting the Total Promotion Budget
Affordable
Competitive
Parity
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Budget
Methods
Percentage
of Sales
Objective
and Task
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Objective and Task Method
Define
Specific
Objectives
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Determine
Tasks to
Achieve
Objectives
Estimate the
Costs of
Performing
Tasks
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Advertising
Benefits
Drawbacks
Seems Legitimate
Impersonal
Allows Repetition
One-Way Communication
Builds Long-Term Image
Easily Ignored
Low Cost per Exposure
Can Be Very Costly
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Personal Selling
Benefits
Drawbacks
Builds Buyer Preference
Long-Term Commitment
Fosters Relationships
Most Expensive Tool
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
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Sales Promotion
Benefits
Drawbacks
Attract Customer Attention
Effects are Short-Lived
Encourage Immediate
Purchase
Short-Term
Can Boost Sagging Sales
May Not Build Brand
Preference
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
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Public Relations
More
Believable
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Public
Relations
Better
Reach
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Direct Marketing
Nonpublic
Immediate
Customized
Interactive
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Promotion Mix Strategies
Type of Product
& Market
Buyer Readiness
State
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Promotion Mix
Strategies
Push vs. Pull
Strategy
Product LifeCycle Stage
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Major Decisions in Advertising
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© 2014 by Pearson Higher Education, Inc
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Advertising Objectives
Informative
Advertising
Objectives
Persuasive
Reminder
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© 2014 by Pearson Higher Education, Inc
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Setting an Advertising Budget
Stage in the Product Life Cycle
Competition and Clutter
Market Share
Advertising Frequency
Product Differentiation
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
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Creating the Advertising Message
Message
Strategy
Message
Generation
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Message
Execution
Message
Decisions
Message
Evaluation
and
Selection
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Message Execution
Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
Personality
Technical Expertise
Scientific Evidence
Testimonial Evidence
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
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Major Steps in Media Selection
Deciding
on Reach,
Frequency
& Impact
Choosing
Among
Major
Media
Types
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Selecting
Specific
Media
Vehicles
Deciding
on Media
Timing
© 2014 by Pearson Higher Education, Inc
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Evaluating Advertising Effectiveness
Communication
Effect
Measure
Sales Effect
Awareness Effect
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms
Advertising Any paid form of
Direct marketing Direct
nonpersonal presentation and
promotion of ideas, goods, or services
by an identified sponsor.
connections with carefully targeted
individual consumers to both obtain an
immediate response and cultivate
lasting customer relationships: the use
of direct mail, the telephone, directresponse television, e-mail, the
Internet, and other tools to
communicate directly with specific
consumers.
Atmosphere Designed
environments that create or reinforce a
buyer’s leanings toward consumption of
a product.
Continuity Scheduling ads evenly
within a given period.
Direct rating The advertiser
Copy testing A process performed
exposes a consumer panel to
alternative ads and asks them to rate
the ads.
before or after an ad is printed or
broadcast.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms (cont.)
Events Occurrences staged to
Laboratory test This test uses
communicate messages to target
audiences, such as news conferences
or grand openings.
equipment to measure consumers’
physiological reactions to an ad:
heartbeat, blood pressure, pupil
dilation, and perspiration.
Informative advertising
Advertising used to inform consumers
about a new product or feature to build
primary demand.
Integrated marketing
communications Under this
concept the company carefully
integrates its many communications
channels to deliver a clear, consistent,
and compelling message about the
organization and its brands.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Media Nonpersonal communications
channels, including print media
(newspaper, magazines, direct mail),
broadcast media (radio, television), and
display media (billboards, signs,
posters).
Personal selling Personal
presentation by the firm’s sales force to
make sales and build customer
relationships.
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms (cont.)
Portfolio tests Consumers view or
Recall tests The advertiser asks
listen to a portfolio of advertisements,
taking as much time as they need.
people who have been exposed to
magazines or television programs to
recall everything they can about the
advertisers and products that they saw.
Promotion mix The specific mix of
advertising, personal selling, sales
promotion, and public relations a
company uses to pursue its advertising
and marketing objectives.
Recognition tests The researcher
asks readers of, for instance, a given
issue of a magazine to point out what
they have seen.
Public relations Building good
relations with the company’s various
publics by obtaining favorable publicity,
building up a good corporate image,
and handling or heading off unfavorable
rumors, stories, and events.
Pulsing Scheduling ads unevenly
Reminder advertising Advertising
used to keep consumers thinking about
a product.
Sales promotion Short-term
incentives to encourage the purchase
or sale of a product or service.
over a given period.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved