Download - Marketing Hospitality, 3rd ed., Hsu/Powers Chapter 12 Marketing Communication: Advertising
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Marketing Hospitality, 3rd ed., Hsu/Powers
Chapter 12
Marketing Communication: Advertising
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Communication Mix
Advertising Sales promotion Personal selling Public relations (PR) Publicity
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Objectives of Marketing Communication Inform Persuade Remind
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Reminding/ Persuasive
Time
Low Informative Persuasive
HighA
nn
ual
Sal
es (
$)
Stage I
Introduction
Stage II
Growth
Stage III
Maturity
Stage VI
Decline or Regeneration
Reminding
Principal Communication Strategies
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Decision Making Communication
Problem Awareness
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Inform
Persuade
Remind
Communication Strategy and Decision Making
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Stimulating Demand
Primary demand Selective demand
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Hierarchy of Marketing Communication Objectives –AIDA
Awareness Interest Desire Action
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Promotion
Operations (and
Reminder Promotion)
Impact
Input/Time
Adoption and Repeat Patronage
Trial
Desire
Interest
Awareness
Roles of Promotion and Operations on AIDA
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Advertising Goals and Objectives
Goals– Build or sustain an image– Create immediate sales
Objectives– Measurable
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Advertising Planning
Target audience Message Media Timing Budget
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Target Audience
Audience segments– Nonusers– Emergents– Loyals– Switchers
Multiple decision makers Diverse population
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Message Unique selling proposition (USP)
– Value– Uniqueness– Believable– Benefits
Cutter through the clutter– Headline– Humor– Comparative advertising– Spokesperson
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Advertising Media Characteristics
Cost per thousand (CPM) Reach Frequency Gross rating points (GRP) Impact
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Media Alternatives Electronic media
– Television• Area of dominant influence (ADI)
– Radio– Internet– Other electronic media
Print media– Newspapers– Newspaper inserts– Magazines
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Media Alternatives (Cont.) Electronic media Print media Outdoor media
– Signs– Billboards
Collateral materials– Brochures– Specialty items
Direct mail Due bills
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Advertising Timing
Continuity Flighting
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Advertising Timing
Continuity Flighting
Time Period 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Desired * * * * * * * * * * * * * *Flighting * * * * * * * * * * *
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Advertising Budget
Percentage of sales Zero-based (Objective-oriented)