Marketing Hospitality, 3rd ed., Hsu/Powers

Chapter 12

Marketing Communication: Advertising

Communication Mix

Advertising Sales promotion Personal selling Public relations (PR) Publicity

Objectives of Marketing Communication Inform Persuade Remind

Reminding/ Persuasive

Time

Low Informative Persuasive

HighA

nn

ual

Sal

es (

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Stage I

Introduction

Stage II

Growth

Stage III

Maturity

Stage VI

Decline or Regeneration

Reminding

Principal Communication Strategies

Decision Making Communication

Problem Awareness

Information Search

Alternative Evaluation

Purchase Decision

Postpurchase Evaluation

Inform

Persuade

Remind

Communication Strategy and Decision Making

Stimulating Demand

Primary demand Selective demand

Hierarchy of Marketing Communication Objectives –AIDA

Awareness Interest Desire Action

Promotion

Operations (and

Reminder Promotion)

Impact

Input/Time

Adoption and Repeat Patronage

Trial

Desire

Interest

Awareness

Roles of Promotion and Operations on AIDA

Advertising Goals and Objectives

Goals– Build or sustain an image– Create immediate sales

Objectives– Measurable

Advertising Planning

Target audience Message Media Timing Budget

Target Audience

Audience segments– Nonusers– Emergents– Loyals– Switchers

Multiple decision makers Diverse population

Message Unique selling proposition (USP)

– Value– Uniqueness– Believable– Benefits

Cutter through the clutter– Headline– Humor– Comparative advertising– Spokesperson

Advertising Media Characteristics

Cost per thousand (CPM) Reach Frequency Gross rating points (GRP) Impact

Media Alternatives Electronic media

– Television• Area of dominant influence (ADI)

– Radio– Internet– Other electronic media

Print media– Newspapers– Newspaper inserts– Magazines

Media Alternatives (Cont.) Electronic media Print media Outdoor media

– Signs– Billboards

Collateral materials– Brochures– Specialty items

Direct mail Due bills

Advertising Timing

Continuity Flighting

Advertising Timing

Continuity Flighting

Time Period 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Desired * * * * * * * * * * * * * *Flighting * * * * * * * * * * *

Advertising Budget

Percentage of sales Zero-based (Objective-oriented)