Marketing

1

Grade 11 TOURISM CAPS• Different types of

promotional/advertising techniques used in the tourism industry:

• Above-the-line promotional techniques:

• Below-the-line promotional techniques

Match the type of promotion /

advertising to the potential customer.

Above-the-line marketing

Refers to marketing that focus on huge volumes and will target large groups of people / potential customers.

Marketing in this way include conventional media tools such as renting space on television, in newspapers, and magazines, on posters and on radio.

Above-the-line marketing As well as printed material such as

brochures, flyers, pamphlets, posters, bill boards, meander maps.

And electronic advertising such as video walls, audio-visual presentations, digital displays, cell phone advertising, web-based advertising

Some examples-Brochures

Flyers Pamphlets

Posters

Billboards

VIDEO WALLS

• Bigidea+Video+Wall+Samples.asf

AUDIO-VISUALPRESENTATIONS• Cheetah.mpeg

Cellphone advertising

An iAd running on the Dictionary.com iPhone app

An XpresSpa ad running on the GateGuru iPhone app

QR CodesWhat is a QR code?

• QR codes have been in use since 1994 when they were first invented in Japan to track vehicles during the manufacturing process. A QR code is a two-dimensional black and white visual code. The code can be read using certain smartphone apps.

QR CodesHow to use a OR quote?

• You take a photograph with your cellphone of the QR code on whatever surface it appears. The photo is then read automatically by the QR reader app installed on your phone and you are promptly taken to the company’s website or whatever URL they have set with that particular code.

QR Codes

The+World+Park+Campaign.asf

Cell phone video

22

Web based advertising

Examples include:

• personal selling, sales promotions, in – store discounts, promotional sponsorship, exhibitions, shows and expos.

• Use media that are more niche focused

• Messaging in a more personal manner to the audience

2.Below-the-line promotional techniques (BTL)

"Below the line“ promotion refers to forms of non-media communication or advertising :

• Promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media ( for example brochures, and usually involves no motion graphics)

• Includes direct mail, point of sale displays, giveaways.

2.Below-the-line promotional techniques (BTL)

PERSONAL SELLING / SALES PROMOTIONS

In-store discounts

1. Tourism activity sponsored by non-tourism organisation - e.g. Hunter’s Gold cider sponsors bungee jumping at Storms River

• Pick n Pay / Knysna Oyster Festival

• DStv Getaway Show

• Durban July (Vodacom) or

2. Tourism business sponsoring non-tourism event

e.g. South African Airways Open golf championships

Promotional sponsorship

Exhibitions

Shows and ExposGauteng+Getaway+Show+2011.asf

The+Cape+Getaway+Show.asf

INDABA+2010+-+Day+1_2+Highlights_001.asf

29

31

NORTH WEST - The Department of Tourism (DT), in collaboration with Culture, Arts, Tourism, Hospitality &

Sport Sector Education and Training Authority (CATHSSETA) and North West Tourism will host the

2018 National Tourism Careers Expo (NTCE) from 28 to 30 September 2018 at Sun City.

Promotional / Advertising Techniques

Above-the-line

promotional

techniques

Below-the-line

promotional

techniques

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’

Above-the-line promotional techniques

Conventional

media tools

Printed material Electronic

advertising

Renting space

- on television

- in newspapers

- in magazines

- on posters

- on radio

- brochures

- flyers

- pamphlets

- posters

- bill boards

- meander maps

- video walls

- audio-visual

presentations

- digital displays

- cellphone

advertising

- web-based

advertising

Below-the-line promotional techniques

Personal selling Sales promotion In-store

discounts

Promotional

sponsorship

Exhibitions Shows and expos

Week 9

• The marketing budget: costs related to marketing

• market research

• communication costs (printing, telephone, fax, internet)

• Travel costs (local and overseas travel, vehicle and flight costs)

• Personnel costs

• Without a properly constructed marketing budget, the company’s marketing plans and campaigns will fail.

• A marketing budget is an estimate of projected costs to market your products or services.

Important

The marketing budget:

Costs related to marketing

• market research

Some prior research will be necessary for the

cost estimates to be as realistic as possible –

advertising or marketing communications

research. communication costs (printing, telephone, fax, internet)

Marketing communications e.g. public relations, website, advertising, etc.

• The costs in a marketing budget will be allocated according to the campaign and the media to be utilized.

• travel costs (local and overseas travel, vehicle

and flight costs)

• personnel costs

salaries for marketing managers, cost of

office space etc.

Typical general marketing expenses:• Advertising agency commissions• Salaries for marketing managers• Salaries for marketing support e.g. marketing

assistants.• Office space• Fixtures and fittings• Travel costs

Other direct and indirect marketing costs, including marketing communications costs (that follows next).

In summary …..

• Marketing budgets ensure that the marketing plan or campaign is realistically costed.

• Some pre-budget research into the industry and market, competitors and the business's historical marketing success helps marketing managers make a more informed calculation.

• All general marketing and marketing communications expenses must be shown on the marketing budget.

• Work with an accountant to make sure that the figures are complete and realistic.

A lot of new terms to learn!

Repeat, repeat and revise!