Transcript Chapter 15
MARKETING & TRAV E L H O S PI TALI TY Chapter 15 Advertising Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Figure 15.1 Steps in preparing and evaluating an advertising plan. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Categories of Advertising Objectives 1. Informative advertising 2. Persuasive advertising 3. Reminder advertising 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 Difference between Consumer and Trade Advertising Consumer Advertising Aimed at the customers who will actually use the hospitality and travel services being promoted Trade Advertising Aimed at the travel trade intermediaries who will influence customers’ buying decisions Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advertising Message Strategy The advertising message strategy describes what is to be communicated and how it is to be communicated. It consists of the: Message idea Copy platform Message format Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Message or Creative Formats Testimonial Slice of life Analogy, association and symbolism Trick photography or exaggerated situations Word plays or made-up phrases Honesttwist Fear Comparisons Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advertising Media Selection Considerations Target markets and their reading, viewing, and listening habits Positioning approach, promotional goals, and advertising objectives Media evaluation criteria Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advertising Media Selection Considerations (continued) Relative strengths and weaknesses of each media alternative Creative requirements Competitive media placements Approximate total advertising budget available Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Media Evaluation Criteria Costs Reach Frequency Waste Lead time and flexibility Clutter and dominance Message permanence Persuasive impact and mood Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Newspaper Advertising High reach High geographic concentration Good frequency Tangibility Short lead times (flexibility) Relatively low cost Ability to communicate detailed information Ability to place in most appropriate location Ability to schedule to exploit day-of-week factors Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Newspaper Advertising High waste factor and inability to target Limitations on creative format Relatively poor reproduction quality Clutter Short life span High cost of national coverage Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Magazine Advertising Tangibility High audience selectivity Good reproduction quality Long life span and good pass-along rate Prestige and credibility Ability to communicate detailed information Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Magazine Advertising Limitations on creative format Clutter Low reach Low frequency Long lead times Relatively expensive Difficulties in geographic targeting Inability to schedule to exploit day-of-week factors Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Television Advertising Potentially high reach High persuasive impact Availability of uniform national coverage Ability to schedule to exploit day-of-week and time-of-day factors Some geographic and demographic selectivity Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Television Advertising High total cost Short life span Inability to transmit detailed information Clutter Relatively high waste factor Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Radio Advertising Relatively low cost Audience selectivity High frequency Short lead times (flexibility) Ability to schedule to exploit day-of-week and time-of-day factors Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Radio Advertising No visual communications Inability to transmit complex messages or detailed information Short life span Clutter Shared attention Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Direct Marketing Audience selectivity Highly flexible Relatively uncluttered High level of personalization Ability to measure response Tangibility Low minimum cost Short lead times Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Direct Marketing Junk mail syndrome and high discard rate Relatively high total cost Limitations on creative format Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Out-of-Home Media High reach and good frequency Geographic selectivity Relatively uncluttered Long life span Large size Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Out-of-Home Media High waste factor and inability to target Relatively long lead times Inability to transmit complex messages or detailed information Not prestigious Limitations on creative format Inability to schedule to exploit day-of-week and time-of-day factors Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Interactive Media (Internet Marketing) Cost effectiveness Global reach 24-hour availability Rapidly growing market Interactivity Instant feedback for customers Ability to customize information by market segment Increased speed of transactions Capacity to instantly update Ability to tangibilize Ability to gather research and build databases Ease of forming virtual partnerships Ease of traffic measurement Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Disadvantages of Interactive Media (Internet Marketing) Security and privacy concerns Spamming Partial market coverage Navigation problems Loss of control Dependency on abilities and equipment of users Volume of information and difficulties in establishing credibility of information Lack of the human touch Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY How the Hospitality and Travel Industry Uses Advertising Fast-food companies tend to focus upon and emphasize television advertising Airlines tend to place an emphasis on newspaper advertising Hotel companies tend to use a combination of media Everyone is moving toward more advertising on the Web Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Roles of Advertising Agencies Advertising planning Creative services Media services Research services Sales promotion and merchandising services Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Advantages of Advertising Agencies Employ the best creative minds in advertising Have accumulated experience from working with a wide diversity of clients; have a broader perspective and are more objective May save the sponsor money Are more familiar with media and media vehicles Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.