Transcript Chapter 14
Marketing for Hospitality and Tourism Kotler, Bowen and Makens Promoting Products: Public Relations and Sales Promotion Chapter 14 Learning Objectives 1. 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. 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 Public Relations Activities Press Relations Product Publicity Corporate Communications Lobbying Counseling 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 Public Relations Process Research Choosing the PR Message & Vehicles Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Establishing Market Objectives Implementing the PR Plan Defining the Target Audience Evaluating the Results © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Marketing Public Relations Objectives Build Awareness Stimulate Sales Force Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens PR Objectives Build Credibility Lower Promotion Costs © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Evaluating PR Results Exposures Evaluating PR Results Awareness/ Comprehension/ Attitude Change Sales-and-Profit Contribution 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 Build Public Relations Around The Owner/ Operator Product or Service Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Location © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Dos of Crisis Management 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 Don’ts of Crisis Management 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 Sales Promotions Set Sales Promotion Objectives Pretest and Implement the Plan Marketing for Hospitality and Tourism, 6e Kotler, Bowen and Makens Select Sales Promotion Tools Develop Sales Promotion Program Evaluate the Results © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved Consumer Promotion Tools Samples Coupons Premiums Patronage Rewards Point-of-Purchase (POP) Displays Contests Sweepstakes Games 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 Contests, sweepstakes, and games Give consumers a chance to Lobbying Dealing with legislators win something, such as cash or a trip. and government officials to promote or defeat legislation and regulation. Corporate communications This Patronage rewards Cash or other activity covers internal and external communications and promotes understanding of an organization. awards for regular use of a company’s products or services. Counseling Involves advising Point-of-purchase (POP) promotions Includes displays and management about public issues and company positions and image. demonstrations that take place at the time of sale. Coupons Certificates that offer Premiums Goods offered either free buyers savings when they purchase specified products. or at low cost as an incentive to buy a product. 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.) Press relations Placing Sales promotion Consists of short- newsworthy information into the news media to attract attention. term incentives to encourage the purchase or sale of a product or service. Press release Information released to the media about certain new products or services. Samples Offers of a trial amount of a product. Product publicity Various efforts to publicize specific products. Public relations The process by which a positive image and customer preference is created through thirdparty endorsement. 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