Advertising

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Advertising
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Learning Objectives

1. Describe the steps involved in planning the
   advertising effort.
2. List the three categories into which advertising
   objectives can usually be divided.
3. Explain the difference between consumer and trade
   advertising.
4. Explain the three components of advertising
   message strategy and list the alternative
   creative formats.
5. Explain the seven factors considered when
   selecting advertising media.

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Learning Objectives-cont

• List the advertising media alternatives.
• Describe the advantages and disadvantages of
  various advertising media alternatives.
• Explain how the hospitality and travel industry
  uses different advertising media.
• Describe the role of advertising agencies and the
  advantages of using them.

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Steps in Planning Advertising

• Set advertising objectives.
• Decide on in-house advertising or agency.
• Establish a tentative advertising budget.
• Consider cooperative advertising (partnership).
• Decide on advertising message strategy
• Message idea
• Copy platform
• Message or creative format

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Steps in Planning Advertising

1. Select advertising media.
2. Decide on timing of advertisements.
3. Pretest advertisements.
4. Prepare final advertising plan and budget.
5. Measure and evaluate advertising success.

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Categories of Advertising Objectives

• 1. Informative advertising.
• 2. Persuasive advertising.
• 3. Reminder advertising.
• RIP acronym Remind - Inform - Persuade

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Advertising Objectives

• 1. Informative advertising
• To create awareness of the organization.
• To explain the characteristics of the
  organization.
• To correct false impressions about the
  organization.
• To reduce peoples apprehensions or fears about
  visiting the organization.
• To build or enhance the organizations image or
  position.

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Advertising Objectives

• 2. Persuasive advertising
• To increase customer preference for the
  organizations services.
• To increase customer loyalty to the organization.
• To encourage customers to switch from using a
  competitive organization.
• To convince customers to book at the organization
  now or in the future.
• To change customers perceptions.

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Advertising Objectives

• 3. Reminder advertising
• To remind customers about where they can book the
  organizations services.
• To remind customers about facilities or services
  that are unique to the sponsoring organization.
• To remind customers about when they should book
  or reserve the organizations services.
• To remind customers of the existence of the
  organization.

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Difference between Consumer and Trade Advertising

• Consumer advertising aimed at the customers who
  will actually use the hospitality and travel
  services being promoted.
• Trade advertising aimed at the travel trade
  intermediaries who will influence customers
  buying decisions.

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Advertising Message Strategy

• The advertising message strategy describes what
  is to be communicated and how it is to be
  communicated. It consists of the
• Message idea the main theme, appeal, or benefit
  to be communicated in the message.
• Copy platform a written statement that fully
  describes the message idea.
• Message or creative format a broad creative
  approach used to communicate the message idea to
  the target audiences.

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Message or Creative Formats

• Testimonial.
• Slice of life.
• Analogy, association and symbolism.
• Trick photography or exaggerated situations.
• Word plays or made-up phrases.
• Honest Twist.
• Fear.
• Comparisons.

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Advertising Media Selection Considerations

• Target markets and their reading, viewing, and
  listening habits.
• Positioning approach, promotional goals, and
  advertising objectives.
• Media evaluation criteria.
• Relative strengths and weaknesses of each media
  alternative.
• Creative requirements.
• Competitive media placements.
• Approximate total advertising budget available.

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Media Evaluation Criteria

• Costs.
• Reach.
• Frequency.
• Waste.
• Lead time and flexibility.
• Clutter and dominance.
• Message permanence.
• Persuasive impact and mood.

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Newspaper Advertising Advantages

• High reach.
• High geographic concentration.
• Good frequency.
• Tangibility.
• Short lead times (flexibility).
• Relatively low cost.
• Ability to communicate detailed information.
• Ability to place in most appropriate location.
• Ability to schedule to exploit day-of-week
  factors.

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Newspaper Advertising Disadvantages

• High waste factor and inability to target.
• Limitations on creative format.
• Relatively poor reproduction quality.
• Clutter.
• Short life span.
• High cost of national coverage.

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Magazine Advertising Advantages

• Tangibility.
• High audience selectivity.
• Good reproduction quality.
• Long life span and good pass-along rate.
• Prestige and credibility.
• Ability to communicate detailed information.

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Magazine Advertising Disadvantages

• Limitations on creative format.
• Clutter.
• Low reach.
• Low frequency.
• Long lead times.

• Relatively expensive.
• Difficulties in geographic targeting.
• Inability to schedule to exploit day-of-week
  factors.

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Television Advertising Advantages

• Potentially high reach.
• High persuasive impact.
• Availability of uniform national coverage.
• Exploits day-of-week and time-of-day factors.
• Some geographic and demographic selectivity.

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Television Advertising Limitations

• High total cost.
• Short life span.
• Inability to transmit detailed information.
• Clutter.
• Relatively high waste factor.

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Radio Advertising Advantages

• Relatively low cost.
• Audience selectivity.
• High frequency.
• Short lead times (flexibility).
• Exploits time-of-day and day-of-week factors.

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Radio Advertising Disadvantages

• No visual communications.
• Cant transmit complex messages or detailed
  information.
• Short life span.
• Clutter.
• Shared attention.

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Direct Mail Advertising Advantages

• Audience selectivity.
• Highly flexible.
• Relatively uncluttered.
• High level of personalization.
• Ability to measure response.
• Tangibility.
• Low minimum cost.
• Short lead times.

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Direct Mail Advertising Disadvantages

• Junk mail syndrome and high discard rate.
• Relatively high total cost.
• Limitations on creative format.

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Outdoor Advertising Advantages

• High reach and good frequency.
• Geographic selectivity.
• Relatively uncluttered.
• Long life span.
• Large size.

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Outdoor Advertising Disadvantages

• High waste factor and inability to target.
• Relatively long lead times.
• Cant transmit complex messages or detailed
  information.
• Not prestigious.
• Limitations on creative format.
• Inability to schedule to exploit day-of-work or
  time-of-day factors.

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Interactive Media Advantages

• Cost effectiveness.
• Easy to modify.
• Interactive content.
• International reach.
• Expanding market.
• Constant availability.
• Ease of traffic measurement.

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Interactive Media Disadvantages

• Privacy concerns.
• Partial market coverage.
• Navigation problems.
• Loss of control.

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How the Hospitality and Travel Industry Uses
Advertising Media

• Fast-food companies tend to focus upon and
  emphasize television advertising.
• Airlines tend to place an emphasis on newspaper
  advertising.
• Hotel companies tend to use a combination of
  media.
• Everyone is moving toward more advertising on the
  World Wide Web.

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Roles of Advertising Agencies

• Advertising planning.
• Creative services.
• Media services.
• Research services.
• Sales promotion and merchandising services.

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Advantages of Using Advertising Agencies

• Employ the best creative minds in advertising.
• Have accumulated experience from working with a
  wide diversity of clients have a broader
  perspective and are more objective.
• May save the organization money.
• Agencies are more familiar with media and media
  vehicles.