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Prescribed Textbook

George, R. (2008). Tourism Marketing in South Africa. 3rd edition. Cape Town: Oxford University Press.

• Part I: Understanding Marketing in the Tourism industry

• Part II: Gathering Information for decision-making

• Part III: Analysing the tourism market• Part IV: Implementing the marketing mix

strategies• Part V: Understanding tourism marketing issues

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Part IV: Implementing the marketing mix strategies

• Chapter 9: Product-offering strategies• Chapter 10: Pricing strategies• Chapter 11: Distribution strategies• Chapter 12: Communication and advertising

strategies• Chapter 13: Sales promotion and personal selling• Chapter 14: eMarketing and direct marketing

strategies• Chapter 15: Marketing collateral, public relations,

and sponsorship strategies• Chapter 16: Physical evidence, people, and

processes strategies

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Overall chapter objective

• The overall objective of this chapter is to get learners to understand how communication and advertising strategies are used to promote tourism offerings.

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Learning outcomes After studying this chapter, learners should be able to:• Understand the relationship of promotions and

communications• Understand the role of promotion within marketing• Explain the various promotional techniques available

to marketers• Define the term ‘promotions mix’• Define advertising• Understand the differences between ‘above-the-line’

and ‘below-the-line’ marketing• Describe the major decisions in designing an

advertising campaign• Discuss the advantages and disadvantages of

advertising as a promotional tool in tourism• Outline the role of advertising agencies

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Chapter content• Introduction

• Principles of communication

• Promotional techniques available to marketers

• The promotional campaign

• The promotions mix

• What is advertising?

• Role of advertising agencies

• Conclusion

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Introduction

Promotion = to communicate information about offerings

+ Informing, educating, persuading and reminding consumers

• Promotion:

‘To encourage or advance something’

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Principles of communication

Marketers need to understand the principles of communication

9 key elements (see Fig. 12.1)- Source: - Encoding: - Message: - Media: - Decoding: - Receiver: - Direct response:- Feedback: - Noise:

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Push and pull strategies

• Push strategy is a technique by which the organisation promotes directly to the intermediaries who stock the offerings and “push” it to their consumers

• The principal uses promotional techniques, i.e. personal selling to encourage intermediaries to order and promote the offering to the final consumer

• A tourism organisation using a pull strategy directs its promotional techniques towards the final consumers to encourage then to buy offerings – generate consumer demand

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Promotional techniques8 ways of communicating promotional

messages (see Fig. 12.4):• Advertising:• Internet: • Direct marketing: • Sales promotion: • Publicity & PR: • Personal selling: • Marketing collateral: • Sponsorship:

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Promotional campaign

A number of decisions:• Define the target market: • Stage in the PLC: • Choose a message: • Design message:• Promotional budget:

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Advertising

• Advertising = most powerful tool

• Advertising is:

‘Publicity that has to be paid for and that is transmitted through a variety of media, TV, radio, newspapers, the Internet, public transport and outside displays’

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Advertising campaign

5 important decisions (see Fig. 12.5):• Setting objectives• Budget decisions• Message decisions• Media decisions• Campaign evaluation

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Advertising agencies

• 5 functions of advertising agencies:- Advertising planning: complete

advertising campaign- Creative services: imaginative messages- Media services: buy air time- Research services: pre and post

advertising campaigns- Sales promotion and marketing

collateral: literature materials

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Conclusion• Promotion involves all communication

between a tourism organisation and its consumers.

• Advertising is the most powerfull and the most expensive components of the promotions mix.