Hospitality Marketing, Sales and Advertizing Day 8 8 - promotion.pdf · 2014-09-02 · Hospitality Marketing, Sales and Advertizing Day 8 . 2 ... Ad 4: Pepsi 18 S&M 8 Prof. Dr. P

S&M 8 Prof. Dr. P. Zamaros 2014 1

Hospitality Marketing, Sales and Advertizing

Day 8

2 S&M 8 Prof. Dr. P. Zamaros 2014

DAY 8

19. Behavioral base 5 – promotional goals

Purpose: account for analog and digital promotional means

Activity : evaluating the effect of ads

20: Advertising and the advertising mix

Purpose: explore meaning transference in analog and digital

advertising means

Activity : detailing the behavioral base

Marketing as articulation implies

bringing guests and hoteliers in a

continuous relationship.

Advertizing thus plays the role of

enacting the articulation.

The key aspect of this enactment

is language.

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A) Principle

S&M 8 Prof. Dr. P. Zamaros 2014

What is language?

The typical answer that “language is a means of

communication” says what language does but not what

language is.

Hence the distinction between:

• The being of language i.e. what language is

• The doing of language i.e. the effect of language

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B) Language


Language is the union in signs of signifiers and signifieds.

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B) Language


The usual concept of “communication” as the words or meanings to

make common or to be imparted, is misleading because since words

and signs are exchanged, thus assumed to be understood, language is

public and there is nothing to be made common because it is already

common (i.e. there is assumed volition whereas there is none).

At best, “communication” can signify a mise en commun, the attempt

to find a commonality (and not completed commonality)

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C) Communication


Language brings about meaning because it carries meaning -

metafora.

Thus is a tool for communication, but not in the sense of an

exchange of words and signs.

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D) Metaphor


In its metaphoric function,

language is involved in the

transference of meaning from

one term to another.

To extend: pictorial metaphors

(ads, pictures, sketches,

logos etc.) are visual

statements that transfer

meaning.

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D) Metaphor


Example: in this

Madison ad there is

transference of 3

ideas, SERVICE,

GRACIOUSNESS,

and TRADITION on

the Bellboy and 2

objects.

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D) Metaphor


It the purpose of pictorial metaphors is to pass on meaning,

ideas, values, it also serve the purpose of capturing attention.

The achievement of these purposes depends on relevance, i.e.

that the pictorial metaphor “speaks” to the guest, which in turn

implies knowledge of the pictorial codes and language.

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D) Metaphor


Example: this NH Hotels

advertisement was

placed on Iberia airline’s

headrests illustrating the

different activities offered

by NH Hotels: golf,

beach, sauna, and spa.

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D) Metaphor


In informing their guests, hoteliers

make use of visual means

that transfer meaning from the

organization to the guests.

The metaphoric action is double:

• In the process of transference

• In the visual means

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D) Metaphor


Hoteliers are thus seen as makers of metaphors to select,

suppress, and organize features.

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D) Metaphor


The purpose of the metaphoric function of advertisements is to

• Get the guest’s attention – attention

• Give the guest the answer to “What’s in it for me with this

product?” – interest

• Create the desire to experience the product – desire

• Ask the guest to take action – action

The 4 purposes are known as the AIDA model.

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E) AIDA


Use the AIDA model in

the following ads:

Ad 1: Heinz

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AIDA Activities


Ad 2: Cayenne Italia



AIDA Activities

Ad 3: Sazingg



AIDA Activities

Ad 4: Pepsi



AIDA Activities

Ad 5:

McDonald’s



AIDA Activities

Ad 6:

Hans

Brinker

Hotel



AIDA Activities

Ad 7: RH



AIDA Activities

Ad 7: Brown Palace

Hotel


19. Behavioral base 5 –

promotional goals

AIDA Activities

Typically information flows from the

hotelier to the guest with the

assumption that the hotelier has

encoded meanings that the guest

understands.

Seen otherwise, the encoded meanings

are the result of internal organizational

activity, hence organizational decision-

making.

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F) Information flows


However, in a relational

approach, information flows

both ways: where the hotelier

seeks to pass on information,

the guest, in finding the

information relevant, partakes

in this communication.

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F) Information flows


The advertising mix

refers to the various

chosen means of

advertising. Thus there

are several types of

advertising, whether of

analog or digital format.

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A) Advertizing mix


Outdoor advertising (analog) aims at displaying the products on

boards located along streets and highways to heighten awareness

and recognition of the product

• Plus: they have a great deal of flexibility and can attract impulse

consumers

• Minus: limited message that can be conveyed; the cost of

production and maintenance; difficulty of measuring its

effectiveness.

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A) Advertizing mix


Displays (analog) include

advertising materials such

as transit card, stand

posters and leaflets; they

are usually located in

places such as buses and

taxis, transportation

terminals and trade

shows.



A) Advertizing mix

Displays (cont.)

• Plus: they are especially

effective at airports and

trade shows

• Minus: high cost for

producing quality

eye-catching displays

when considering their

limited audience.



A) Advertizing mix

Collateral materials (analog)

include brochures, posters, fliers

and tent cards, gadgets designed

to promote goods and services.

They can be used as in-house or

off-property promotional tools; can be designed for specific groups.



A) Advertizing mix

Collateral materials (cont.)

• Plus: good reminders of a purchasing and shopping experience

• Minus: high cost of production and distribution; difficulty in

measuring their effectiveness.



A) Advertizing mix

Print advertising (analog) media includes newspaper, magazine and

directories. Newspapers are the most common advertising tools

because they are widely read, and are an ideal medium to reach the

local community.

• Plus: a good source of word-of-mouth advertising; used to target

specific readers; flexible and inexpensive

• Minus: finding the ideal position; can be cluttered with ads

reducing the sought-for impact



A) Advertizing mix

Print advertising (cont.)

Magazines have the advantage of more

readers per copy than newspapers.

• Plus: provide a sophisticated, exciting format to cater for a

specific audience, for a longer life, with credibility, quality and

readability.

• Minus: high prices and geographical limitations



A) Advertizing mix

Direct mail advertising (analog)

includes direct mail pieces,

especially letters, fliers and

simple newsletters.

• Plus: can be relatively inexpensive to prepare even if color is

used; they are traceable.

• Minus: high costs if it is used to blitz large target markets;

recipients may also be annoyed by direct mail advertising.



A) Advertizing mix

Broadcast media (audio)

includes radio, television and

video; the cost factor in terms

of the cost of the production

and the nature of the media

itself are often a drawback.



A) Advertizing mix

Internet media (digital)

includes websites,

links, and use of social

platforms



A) Advertizing mix

Careful attention to both the

purpose of advertising and the means is necessary.

An advertising plan should be developed to enable the firm to

reach its selected target markets within a predetermined cost.



B) Managing the mix

http://www.design.nl/sbeos/images/image.php?nid=17440

Consider the following issues:

1. Decide on advertising media.

2. Consider advertising agencies, reciprocal advertising and

co-operative advertising.

3. Reach the largest number of potential customers at the

lowest cost per customer.

4. Deliver an adequate selling message.

5. Make the customer identify with the hotel.



B) Managing the mix

6. Repeat the message on a frequent basis.

7. Be flexible enough for special promotions.

8. Cover the targeted marketing areas or

audiences.

9. Offer the “least-waste” coverage.

10. Find the best fit the property in terms of

image and prestige.

11. Respect the advertising budget.

12. Must be affordable without sacrificing other

important media coverage.



B) Managing the mix

The following:

1. Differentiation: emphasis on how a product is different from its

competitors.

2. Segmentation: advertising can be developed to appeal

specifically to it.

3. Combination: combining differentiation and segmentation where

a specific market segment is selected to advertise to and an

attempt is made to differentiate a product by offering unique

benefits that will be of interest to the selected segment.



C) Strategies

The following characteristics play important roles in all 3 strategies:

Reach: the number of different individuals or homes exposed to an

advertising message at least once during a specified time period;

advertising costs increase as the reach goals increase; added reach

requires more advertisement or the use of additional media outlets.

Frequency: the number of times the average person in the target

market is exposed to the advertising message over a specified time

period.



C) Strategies

Consistency: a property’s advertising is far

more effective if it has a consistent look and

in the case of broadcast media a consistent

sound; consistency produces a greater

recognition of the property.

Timing: advertising should be scheduled for

those times when it will be most effective;

timing advertising is to coincide with

seasonal sales patterns.



C) Strategies

Advertizing strategies aim at creating brands as the unique

combination of product features and added values, both functional

and non-functional through

brand saliency i.e. how

positive and emotionally

close guests feel towards

the brand.

In addition to emotions

brands hold practical,

and social roles. 42 S&M 8 Prof. Dr. P. Zamaros 2014


D) Branding

Given the emotional aspects

involving brands, it is useful

to think about products and

offers not in terms of their

life-cycle but their S-curve.



D) Branding

Research to detail the marketing mix of the hotel under study

Research to identify the composition of the advertising mix of the

hotel under study



Activities

Documents

Hospitality Marketing, Sales and Advertizing Day 8 8 - promotion.pdf · 2014-09-02 · Hospitality Marketing, Sales and Advertizing Day 8 . 2 ... Ad 4: Pepsi 18 S&M 8 Prof. Dr. P