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Chapter 7Advertising, Public Relations,
and PublicityHospitality Sales and Marketing
Fifth Edition(472TXT or 472CIN)
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Competencies for
Advertising, Public Relations,
and Publicity
1. Outline the reasons that hospitality firms advertise,
and describe types of advertising.2. Describe how hospitality firms develop and execute
advertising plans, and summarize how hospitality
firms use advertising agencies.3. Describe the role of public relations and publicity in
reaching prospective guests.
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Newspaper Advertising
AdvantagesWidely read
Sections target specific
markets
Choice of ad sizes
Ads can be placed atthe last minute
Rates are relatively low
Disadvantages
Few people read theentire newspaper
Short reading life
Sections can becluttered with many ads
Printing quality isoften poor
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Magazine Advertising
Advantages
Can target specific audience
High production quality
Often national in scope
Longer reading life
Disadvantages
Long lead time Higher production costs
Ad may be placed next to a competitors ad
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Directories
General (dining guides, yellow pages in
telephone directory)Hotel
Trade
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Radio Advertising
Advantages
Heard by over 80%of the public daily
Low costs
Flexible
Effective in buildingconsumer recognition
Disadvantages No visual image
Ads cant be saved for
future referral
Listeners mightconfuse your ad withother ads
Ads must be broadcastover several stationsat frequent intervalsfor maximum effect
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Television AdvertisingAdvantages
Excellent saturation medium
Ad message can be enhanced with visualsDisadvantages
High cost
Difficult to target a specific audience
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Video AdvertisingAdvantages
Shows facilities at their best
Can show a variety of setups
Can show the property at different
times of the year
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Other Electronic Media
The Internet CD-ROMs
Fax machines
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Direct Mail Advertising
Advantages
Targetable
Personal
Conspicuous
Flexible
Designed for prospectinvolvement and action
Easily cost-controlled,easily tested and measured
Disadvantages Junk mail perception
Mailing lists may be
expensive or becomeineffective quickly
Rising postage andproduction costs
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Outdoor Advertising
Property Sign
Advantages
Call attention to your property
Can promote unique features, specials,and special events
Can be used to welcome groups
Disadvantages Low viewership
Can become lost in clutter of other signs
(continued)
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Outdoor Advertising
Billboards
Advantage
Large display area
Disadvantage Cant use extensive copy
(continued)
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Display Advertising
Posters Transit cards
Scale models
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Collateral Materials
Brochures
Posters Fliers
Tent cards
Specialty items
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Alternative-Media Advertising
Movie theater advertising
Sponsorship advertising
In-flight advertising
Inserts in billings
High-flying advertising Retailer tie-ins
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Advertising Agencies
Full-service ad agencies
la carte ad agencies
Creative shops or boutiques
Media-buying services
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Public Relations and Publicity
Public relations: the process of
communicating favorable informationabout the firm to the public
Publicity: the medias gratuitous mentionof your firm
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Press Relations Guidelines
Prepare news releases properly
Avoid duplication
Be honest
Respect deadlines