Pre-Reading:

1-Here are some different ways of promoting a tourism product or service. What
are the advantages and disadvantages of each? Are any of them
particularly suitale for certain products and services?
advantages disadvantages
advertise
ment in
magazine
or
newspaper
More targeted: specific magazine titles
appeal to specific target groups more so
than a newspaper advert. Long Life:
magazines have a longer life than
newspapers; they sit about in doctors
waiting rooms magazine rac!s and with
collectors. "ass#on readership $ people
may pass magazines on to their friends
and family which will increase e%posure
of your advert &tatus $ some magazine
titles are well respected in their field so
an advertisement in these will increase
your product'services prestige by
association.
(eadlines months in advance $
magazines often re)uire the ads
to be submitted wee!s or months
in advance. *his means you have
to ensure your mar!eting
strategy is in place well in
advance. +t also means that
testing adverts can be a lengthy
process, -ost of testing $ color
artwor! can be more e%pensive
so small tests are often
uneconomical .egional testing $
cant often be done as magazines
area often national /raveyard $
your ad runs the ris! of being
shoveled into the graveyard of
ads in the bac! of the magazine
unless you pay for premium
positioning.
leaflet
given out
in the
street
#*hey help in promoting the company as
well as enhancing the business
# *hey are cheap and price effective
# *hey are used to attract customer
# *hey have a large reach
# 0pdate the people as well as customers
about company1s product and services.
# *hey are easy to distribute as well as
easy to design.
*hey are not very persuasive
mar!eting tool
2 Many customers ta!e it for
granted.
2 3hen dealing with large group
of target mar!et then they can be
costly
2 4lyers do not have a long#term
impact
2 &trategies to ma!e people
observe these flyers are
important
2 *here is a lot of chance that the
reader might miss out the
messages as flyers are barely
considered as important
leaflet 5 great advantage of collecting travel
available
in travel
shops
brochures is the opportunity to store them
for future reference. 4or e%ample when you
cross the state line at an interstate highway
you will often find a state 6welcome center.6
+t typically has a collection of travel
brochures maps and other useful
information about the state and its most
popular destinations
#Limited to specific
distributions .e)uires visual and
written literacy.
advertise
ment in
theatre
program
me
high e%posure ability to create mood
low costs high recall and the avoidance
of clutter
! "i-cost 7relative to some other
media8 and irritation
neon
sign in
city
centre
#high level of energy efficiency more
durable e%tended product lifetime and
reduced heat load to the space7an added
benefit from reduced energy usage8.
#*hey have low light output for
input power only produce a
small range of the color
spectrum ma!e only one color
at a time re)uire a large surface
area to be used for general
lighting and is e%pensive for use
as signs and displays.
advertise
ment on
billboard
by
roadside
#9uge and eye#catching
#*argets a large and diverse mar!et
#:asily registered information
#+ncreased fre)uency of consumer e%posure
#:ffective medium of awareness advertising
#*argets middle and upper classes
#"hotographic information 7strong visual
effect8
#;uilds company reputation and product
image
#<uic! rise in sales
#/uaranteed audience
#-ustomers find you
#high costs for brief e%posure
#ris! from vandalismweather
conditions
#visibility issue
#stationary mode of advertising
#time insensitive
#no feedbac!
#no advantage of space
#limited information
poster at railway
station or
airport
= wide coverage of local
mar!ets
= fre)uency
= geographical fle%ibility
= creativity
= ability to create awareness
= efficiency
= effectiveness
= production capabilities
#high waste coverage
#limited message capabilities
#wear out
#high cost
#measurement problems
image problems
television
advertise
ment
- 3ide reach
#9igh status and
#perceived credibility
#5udio and visual
-:%pensive
# "rograms not always
#on at convenient times >ot
everyone has *?
7can see and hear8
# /ood for simple
messages and
slogans
#-an help to generate
interest awareness and e%citement
#>o room for interaction unless
lin!ed to a *? call# in show
cinema
advertise
ment
*he distinct advantage of cinema
advertising is that your audience is
captive local and totally focused on the
screen. 5 local ad on the big screen will
be watched and absorbed by the audience
without distraction.
press
release
= #-reate brand awareness to increase your
return on investment
= #>o need to invest in a computerized
distribution mechanism; @ust a good high
speed printer is all you need
= #+ncrease sales and revenues for your
business via channels that don1t cater to
online subscriptions; you1d otherwise lose
these leads
= #(evelop contacts with reporters and
columnists because you deal with them
directly
= #+t only reaches people who
subscribe to or read print media#
such as newspapers or magazines
= #*he process is slow as you must
individually mail or fa% the release
to your contacts
= #*he results are often slow as
people must wait for their ne%t
issue to read your news
= #+t may never reach potential
customers who rely solely on the
+nternet to obtain news and
information
sponsorshi
p of a
sporting
event
&ponsorship advertising provides some
distinct advantages. +t1s a somewhat
passive form of advertising where you are
not directly pushing yourself on the
consumer. 4ans of sporting events or
supporters of charitable events often react
positively to companies that sponsor their
events or causes. +t1s also a good way to
not only build brand awareness and
loyalty but also to create a positive view
of your brand and company. 5ll of these
factors help to increase the probability of
sales
&ponsorships are not without
some disadvantages. Aou do ris!
some degree of negative
reactions. 4ans or supporters of
events may view your
sponsorship as @ust another form
of advertising and a means of
manipulating them. +n fact fans
or supporters may be rather
hostile to changes a sponsor may
ma!e to traditional events
resulting in a negative public
image of the sponsor. 4inally
companies need to be careful not
to alienate a segment of their
mar!ets by sponsoring hot#
button issues that are
controversial such as events in
support of or opposition to a war
or other social issue where there
is not a high degree of social
consensus.
sales
promotion
= #/ood sales promotion campaign result in
good and close relation between
manufacture and !ey customers.
= #/ood sales promotion campaign will attract
or convince retailer or dealer to stoc!
manufactures product in their store because
product is added#value so consumers
demand for that product.
= +mpulse buying can be induced
= #5ttention to a new product can be drawn
= #/ood sales promotion campaign support
consumer to switching brand.
= if create collection of to!ens habit buying
may be occurred
= #;ecause of consumers are encourage to buy
large volume consumers might buy
competitors product less.
=
# -ustomer might only buy a product
only for e%tra offers.
- -ustomer might feel not
satisfied if they did not complete
the collection of to!ens before
the campaign is closed. 5s a
result of this negative public
relation is occurred. +n addition
if retailer did not stoc!
promotion pac!age as much as it
should be when consumer did
not get what company
advertised this also result in
negative public relation.
Moreover delay in delivery is
another cause of negative public
relation
personal selling
face#to#
face or
tele#sales
#(irect mar!eting campaigns are also
beneficial to test consumer responses
with a small campaign before scaling up
and launching a full e%pensive
campaign. *his method of mar!eting also
builds brand loyalty as some customers
en@oy receiving information on deals and
discounts and easily become repeat
customers
# (ue to the personal contact with the
customer or potential customer a
telemar!eter is able to immediately gauge
the customers level of interest in the
product or service. -ompanies are able to
reach a larger audience with
telemar!eting by selling from a distance
and telemar!eting fills the need for
interactive and personal sales service.
#demand from consumers to end
unsolicited contact from
companies. -onsumers do not
appreciate privacy intrusion or
the sheer mass of
communication referred to as
spam or @un! mail received on a
daily basis. Bther disadvantages
include generating poor )uality
leads and failing to bring a high
number of repeat customers
# *elemar!eting also carries
some disadvantages. Much li!e
direct mar!eting many
consumers resent telemar!eting
and ta!e the necessary steps to
bloc! telemar!eting attempts
such as opting out of calling
lists. Many consumers feel
strongly about telemar!eting
practices and may use another
company with more customer#
friendly mar!eting methods.
&everal laws are now in place
regarding telemar!eting
practices and companies must
be fully aware of these laws or
there is potential for a lawsuit.
Bther disadvantages include
costly training of sales associates
and the need to purchase
e%pensive customer lists.
direct
mailing'm
ailshots
#;uilding stronger customer relationships
$ for less money
#5 targeted test
#5 measured response
#;roader communications
# Long Lead *imes
#Low .esponse
#May Bffend "otential
-ustomers
*he #costs of designing effective
direct mail advertisements can
be high
web site
on the
+nternet
-Reaching a 3ider 5udience
#5nyone 5nywhere C 5nytime
#:asy 5ccess *o ;usiness +nformation
Deeping +t 4resh
#"ublicity C 5dvertising
#Lin!s 4rom Bthers C ?iral #Mar!eting
&ecuring Aour ;rand Bnline
#.eliability
#(ifficultly .eaching *he .ight
"eople
#&"5M
#;ad "ublicity
point#of#
sale
promotion
7leaflet
poster8
#&ales promotions draw attention to a
particular product or service being
offered. *hey distinguish a business from
competitors through pricing. (ryden
&ales e%plains that when sales
promotions are offered for a limited time
it creates urgency among the customers
because they have to act before the
promotion e%pires. 5s a result the limited
offer reduces the time customers have to
thin! about the product. +n most cases
they will stop comparing the alternatives
and buy the featured item or service.
- As with most sales
promotions, either the
distributor or the business
offering the product are not
profiting as much as
previously. It is a calculated
risk, but one that needs to be
planned and handled carefully
to be truly effective. Sales
promotions are usually
advertised to inform customers
of the special offer. If there is a
discrepancy between what's
published and the real offer,
than it will be viewed
negatively by the public, states
HK!". #etailers and
distributors must ensure that
whatever promotion is being
published is honored or the
special offer will work against
the company, possibly
tarnishing its reputation.
commissio
n to
selling
agent
-*he 5gent handles all of the cost of
mar!eting and advertising of the property
# 0sing an 5gent will most li!ely give your
home access to the Multiple Listing &ervice
meaning that any 5gent in the area can show
the home.
#&howings of the home will be coordinated
by and done by 5gents.
#*he 5gent will arrange for the proper
forms and agreements that are needed
when selling a home in your locality
#Aou lose some level of control of
the process.
#*here is always the chance for
disagreement between you and
the 5gent on mar!eting
philosophies and methods
#+f the mar!et is 6hot6 you may be
able to do it on your own and sell
the house )uic!ly.
a advertisement in magazine or newspaper
b leaflet given out in the street
c leaflet available in travel shops
d advertisement in theatre programme
e neon sign in city centre
f advertisement on billboard by roadside
g poster at railway station or airport
h television advertisement
i cinema advertisement
@ press release
! sponsorship of a sporting event
E sales promotion e.g. early boo!ing discount
m personal selling face#to#face or tele#sales
n direct mailing'mailshots
o web site on the +nternet
p point#of#sale promotion 7leaflet poster8
) commission to selling agent
#-Which type of promotional activity do you thin$ would e est for the
following?
# cheap last-minute flights :
Fposter at railway station or airport
F television advertisement
# new caravan and camping site:
F direct mailing'mailshots
F web site on the +nternet
F advertisement in magazine or newspaper
# inclusive pac$ages to see the ne%t &lympic 'ames:
F leaflet available in travel shops
F advertisement in magazine or newspaper
F neon sign in city centre
Fadvertisement on billboard by roadside
Fposter at railway station or airport
Ftelevision advertisement
F sponsorship of a sporting event
# travel insurance:
( personal selling face#to#face or tele#sales
F advertisement in theatre programme
F cinema advertisement
Ftelevision advertisement
# new cut-price transatlantic air service:
F advertisement in magazine or newspaper
Fpress release
Fsales promotion e.g. early boo!ing discount
Fpoint#of#sale promotion 7leaflet poster8
# tre$$ing holidays in )epal:
F leaflet available in travel shops
F television advertisement
F web site on the +nternet
# new children*s theme par$:
Fleaflet given out in the street
Fneon sign in city centre
Fadvertisement on billboard by roadside
Ftelevision advertisement