PROMOTIONAL TOOLS:

ADVERTISTING , DIRECT
MARKETING , PERSONAL
SELLING, PUBLIC
RELATION AND SALES
PROMOTIONS.
 OBJECTIVES;
AT THE END OF THE CHAPTER , THE STUDENT SHOULD BE
ABLE TO::
 EXPLAIN THE ROLE OF PROMOTION IN TOURISM MARKETING
 DEFINE THE PROMOTIONAL TOOLS AND;
 IDENTIFY THE USES , ADVANTAGES AND DISAVANTAGE OF
ADVERTISTING , DIRECT MARKETING , PERSONAL SELLING, PUBLIC
RELATION AND SALES PROMOTIONS.
INTRODUCTION

• ADVERTISTING DIRECT MARKETING , PERSONAL SELLING SALES

PROMOTION , PUBLIC RELATI0N AND INTERNET MARKETING ARE
KNOWN AS THE PROMOTIONAL MIX. PUTIING THE ELEMENT
TOGETHER BASED ON THE AVAILABLE RESOURCES TO MEET A
COMPANY’S OBJECTIONS IS THE TOURISM MARKETER’S TASK.
PUBLIC RELATION AND SALES PROMOTIONS ARE TWO
PROMOTIONAL TOOLS THAT HAVE RISEN TO GREAT IMPORTANCE
IN RECENT YEARS. WITH THE FRAMENTATION OF THE TRADITIONAL
MEDIA AS SUCH RADIO , TELEVISION, AND PRINT, PUBLIC RELATION
AND SALES PROMOTIONS HAVE GAINED PROMINANCE.
WHAT IS PROMOTION?

• THE MOST VISIBLE OF THE FOUR P’S , PROMOTION INCLUDES ADVERTISTING ,

DIRECT MAILING PROMOTION , MERCHANDISING , SALES FORCE ACTIVITIES,
BROCHURE PRODUCTION, INTERNET COMMUNICATIONS AND PUBLIC
RELATION ACTIVITIES (MIDDLETON , FYAL AND MORGAN 2010).
PROMOTIONS HAVE BEEN DEFINED AS A COORDINATION OF ALL. “’SELLER
INITIATED EFFORT TO SET UP CHANNELS OF INFORMATION AND PERSUASION
TO SELL GOODS AND SERVICES TO PROMOTE AN IDEA”.( BELCH AND BELCH
2008 ).
ADVERTISTING

• ADVERTITSTING IS DEFINED AS ANY PAID FORM OF NON-

PERSONAL COMMUNICATION AN ORGANIZATION, PRODUCT
SERVICE OR IDEA BY AN IDENTIFIED SPONSOR (BELCH AND BELCH
2008 ) IT A MASS COMMUNICATION THAT IS PAID FOR
(SHOMAKER ET.ALL . 2007). IT CAN REACH THE LARGEST NUMBER
OF PROSPECTS VERY QUICKLY.
OBJECTIVES OF ADVERTISTING

• AN ADVERTISTING OBJECTIVES IS SPECIFIC COMMUNICATION TASK

TO BE ACCOMPLISHED WITH A SPECIFIC TARGETS AUDIENCE
DURING ASPECIFIC PERRIOD OF THE TIME ( KOTLER ET. AL. 2007
)ADVERTITING CAN BE CLASSIFIED BASED ON ITS OBJECTIVES
• (1) TO INFORM ,
• (2) TO PERSUADE , AND
• (3) TO REMIND.
ACCORDING TO SHOEMAKER ET. AL. (2007), THE IDEA
HOSPITALITY ADVERTISEMENT SHOULD ACCOMPLISH
IN FIVE THING
 MAKE SERVICE ELEMENT TANGIBLE SO THE READER CAN MENTALLY GRASP
WHAT IS OFFERED
PROMISE A BENEFITS THAT CAN BE DELIVERED AND/ OR PROVIDE SOLUTION
TO PROBLEM
DIFFERENTIATE THE PROPERTY FROM THE COMPETITION
HAVE A POSITION EFFECTS ON EMPLOYEES WHO MUST EXECUTE TO
PROMISES
CAPITALIZE ON THE WORD OF MOUTH
TYPES OF ADVERTISTING EXECUTION
1) SLICE OF LIFE – SHOWS SHOW PEOPLE USE THE PRODUCT I A
NORMAL SETTING.
2) LIFESTYLE – SHOWS HOW THE PRODUCT FITS WITH ONE’S WAY OF
LIFE
3) FANTASY – CREATES A “WONDER” WORLD AROUND THE PRODUCT
OR ISSUE
4) MOOD OR IMAGE – BUILD POSITIVE IMAGES OR MOOD AROUND
THE PRODUCT SUCH AS BEAUTY, LOVE, FUN, AND SERENITY.
5) MUSICAL - USE SIMPLE BUT CATCHY MUSIC EFFECTIVELY
THROUGH PRODUCT JINGLES OR SONGS.
6.) PERSONALITY –CREATE A CHARACTERS THAT REPRESENTS THE
PRODUCT AS JOLLIBEE , THE FRIENDLY BEE.
7.) ECHNICAL EXPERTISE – REVEALS THE COMPANYS EXPERTSE WITH
THE PRODUCT OR SERVUCE
8.) SCIENTIFIC EVIDINCE - PRESENT RESEARCH OR SCIENTIFIC
EVIDENCE THAT THE BRAND IS BETTER THAN COMPETING BRANDS.
9.) TESTIMONIAL AUDIENCE – FEATURES A HIGHLY CREDIBLE PERSON
SUCH AS A CELEBRITY ENDORSING THE PRODUCT
DIRECT MARKETING

• DIRECT MARKETING IS AN INTERACTIVE SYSTEM OF MARKETING THAT USES

ONE OR MORE ADVERTISTING MEDIA TO EFFECT A MEASURABLE RESPONSE .
ITS SEEK TO ESTABLISH CONTINUING RELATIONSHIP BETWEEN A CAMPANY
AND ITS REGULARCUSTOMER. OFFER ARE SENT TO A CSTOMER DATEBASE OF
PEOPLE WHO ARE MUST ABLE, WILLING AND RAEDY TO BUY THE PRODUCT (
KOTLER ET. AL. 2017)
ADVANTAGE OF DIRECT MARKETING

 PRECITION TARGETING – HAVING A GOOD DATABASECAN HELP PINPOINT PROSPECT

BASED ON THE PROSPECTS LIFESTYLE DEMOGRAPHICS, PURCHASING PATTERN , ETC.
PERSONALIZED MASSAGES – A PERSON NAME IS THE SWEET WORD IN THE WORLD
PROSPECTIVE CUSTOMER WILL DEFINITELY READ THROUGH THE MATERIAL WHEN
THEIR NAME IS ON IT. ADDRESSING SPECIFIC CUSTOMER PERSONALLY WILL BETTER
CAPTURE THEIR ATTENTION THAN GENERIC AND RANDOM MESSAGES
PRIVACY - THE COMPANY OFFER IS NOT VISIBLE TO BE COMPETITORS SINCE IT IS
PERSONALIZED
FASTER SALES - DIRECT MARKETING CAN YIELD FASTER SALES SINCE IT IS
TARGETED TO ACTUAL USER OF THE PRODUCT.
VARIETY OF PACKAGING OPTION- A VARIETY OF PACKAGING OPTION ARE
AVAILABLE FOR DIRECT MAIL CAMPAIGNS LIMITED ONLY BY THE MARKETERS
CREATIVITY AND BUDGETS
LESS COMPETITION - ( FROM OTHER MEDIA CONTENT ) A LETTER OR PACKAGE THAT
IS OPENED BY THE PROSPECT WILL HAVE LESS COMPETITION FROM THE OTHER
MEDIA CONTENT PREPARED TO BILLBOARD , TV COMMERCIALS AND LIKE.
IMMEDIATE RESULTS - A RESPONSE FROM OR ACTION IS NORMALLY SOLICITED
FROM THE PROSPECTIVE CUSTOMER , HENCE , RESULT CAN BE IMMEDIATE
MEASURABILITY – THE COMPANY KNOWS THE NUMBER OF DIRECT MAILERS ISSUE ;
HENCE IT WILL BE EASY TO DETERMINE RESPONSE RATES.
ELEMENTS OF DIRECT MARKETING CAMPAIGN

LIST
MESSAGE
OFFER
MEASURES OF SUCCESS

1) THE NUMBER OF INQUIRES GENERATED

2) THE RADIO OF CONVERSION OR PURCHASES REALIZED FROM INQUIRES
GENERATED ; AND
3) ITS COMMUNICATION IMPACT.
PERSONAL SELLING

• PERSONAL SELLING CAN BE DEFINED AS THE PERSON TO PERSON

COMMUNICATION BETWEEN A SALESPERSON AND PROSPECTIVE CUSTOMER
IN WHICH NEEDS ARE MET IN EXCHANGE FOR MONEY OR RESOURCES.
PRIMARY TASK SALES

• PROSPECTING:
• TARGETING:
• COMMUNICATING:
• SELLING:
• SERVICING :
• INFORMATION GATHERING:
• ALLOCATING:
SELECTING SALES STRATEGIES;
1) PREVENT EROSION OF KEY ACCOUNT
2) GROW KEY ACCOUNT
3) GROW SELECTED MARGINAL ACCOUNT
4) ELIMINATE SELECTED MARGINAL ACCOUNT
5) RETAIN SELECTED MARGINAL ACCOUNT WITH LOWER COST SALES SUPPORT
6) OBTAIN NEW BUSINESS FROM SELECTED PROSPECT
PUBLIC RELATION

• PUBLIC RELATION (PR) IS THE PROCESS OF CREATING A POSITIVE

IMAGE AND CUSTOMER PREFERENCE THROUGH THIRD- PARTY
ENDORSEMENT.
MAJOR PUBLIC RELATION ACTIVITIES
1) PRESS/MEDIA RELATION
2) PRODUCT PUBLICITY
3) CORPORATE COMMUNICATIONS
4) LOBBYING
5) COUNSELING
CONTRIBUTIONS OF PUBLIC RELATION TO MARKET;

1) ASSIST IN THE LAUNCH OF NEW PRODUCT

2) ASSIST IN REPOSITIONING A MATURE PRODUCT
3) BUILD UP INTEREST IN A PRODUCT CATEGORY
4) INFLUENCE SPECIFIC TARGET
5) DEFEND PRODUCT THAT HAVE ENCOUNTERED PROBLEM
PUBLIC RELATION PROCESS

1. UNDERSTANDING THE FIRM’S MISSION,CULTURE, AND TARGET MARKET

2. SETTING OF OBJECTIVES
3. DEFINING THE TARGET MARKET
4. DESIGNING THE PR MESSAGE
5. IMPLEMENTING THE PR PLAN
6. EVALUATING PR RESULTS
 REGULAR AUDIENCE
AUDIENCE TOOLS
EMPLOYEES • Regularly produced printed or online newsletter
•
PUBLIC RELATION TOOLS AND AUDIENCES •
Emails
Webcast
• Bulletin boards
GUEST • Printed in-room collateral
TABLE 7.1 PR TOOLS FOR REGULAR AUDIENCE
• Personal letters from the General Manager
• Newsletter
• In-room TV programming
COMMUNITY GROUPS • Participation in local civic areas and charitable
endeavors
• Sponsorship of educational and recreational
activities for community members
• Employee contributions to local charity fund drives

MEDIA/PRESS • Press conferences and events

• Media visits
• Press releases
 SPECIAL AUDIENCE
AUDIENCE TOOLS
TRAVEL WRITERS • Detailed press releases
• Creative email pitches to encourage
TOOLS 7.2 PR TOOLS FOR SPECIAL
writers toAUDIENCE
visit and write about the
property
• Good selection of photos in a CD

CONVENTION AND VISITORS BUREAUS • Sponsorship of trade fairs

• Detailed sales kit
TRADE SHOWS • Personal meeting between PR manager
and media representatives
• Media coverage during the trade show
 IMPORTANT POINTS TO REMEMBER

1. EFFECTIVE PR BEGINS WITH TOP MANAGEMENT

2. NO AMOUNT OF PR CAN OVERCOME A FLAWED PRODUCT
PUBLIC RELATION OPPORTUNITIES

• PUBLIC RELATIONS OPPORTUNITIES CAN BE CREATED BASED ON A STRATEGIC PLAN OF

ACTION. BASED ON THE COMPANY’S RESOURCES AND OBJECTIVES, THE PR MESSAGES AND
ACTIVITIES MAY BE BUILT AROUND ANY OF THE FOLLOWING:
1. THE OWNER/OPERATOR
2. THE LOCATION
3. THE PRODUCT/SERVICE
SALES PROMOTIONS

• SALES PROMOTIONS ARE DIRECT INDUCEMENTS THAT OFFER EXTRA VALUE OR

INCENTIVES FOR THE PRODUCT TO THE SALES FORCE, DISTRIBUTORS, OR THE
ULTIMATE CONSUMER, WITH THE PRIMARY OBJECTIVE OF CREATING AN
IMMEDIATE SALE (BELCH AND BELCH 2007).
• IT CONSISTS OF SHORT-TERM INCENTIVES TO ENCOURAGE THE PURCHASE OR
SALE OF A PRODUCT OR SERVICE (KOTLER ET AL. 2017)
• IT INVOLVES A VARIETY OF TECHNIQUES THAT SERVICES TO ACCELERATE THE
PURCHASE OF PRODUCTS OR SERVICES
THE GROWTH OF SALES PROMOTIONS WAS MAINLY DUE TO THE CHANGES IN
THE MARKETING ENVIRONMENT . BELCH AND BELCH (2007)IDENTIFIED THE
FOLLOWING FACTORS:
1. GROWING POWER OF RETAILERS
2. DECLINING BRAND LOYALTY
3. INCREASED PROMOTIONAL SENSITIVITY
4. BRAND PROLIFERATION
5. FRAGMENTATION OF THE CONSUMER MARKET
6. SHORT-TERM FOCUS OF THE CONSUMERS MARKET
7. INCREASED ACCOUNTABILITY
8. COMPETITION
9. CLUTTER
SALES PROMOTIONAL TOOLS

1. SAMPLES
2. COUPONS
3. PACKAGES
4. PREMIUMS
5. PATRONAGE REWARDS
6. POINT OF PURCHASE (POP) PROMOTION
7. CONTEST AND GAMES
SALES PROMOTION PROCESS
THE SALES PROMOTION PROGRAM IS PART OF THE BIGGER
PROMOTIONAL PLAN (WHICH IN TURN IS PART OF THE BIGGER MARKETING
PLAN). THE FOLLOWING IS THE SALES PROMOTION PROCESS:

1. DECIDE WHETHER A SALES PROMOTION IS NECESSARY.

2. SET OBJECTIVES FOR THE SALES PROMOTIONS:
3. SELECT WHICH PROMOTIONAL TOOLS TO USE.
4. DEVELOP THE SALES PROMOTION PROGRAM, CONSIDERING THE
FOLLOWING:
a. SIZE OF THE PROGRAM BASED ON THE TYPE OF INCENTIVE.
b. TARGET MARKET OF THE PROGRAM.
c. DISTRIBUTION METHOD TO BE USED
d. DURATION OF THE PROGRAM
5. IMPLEMENT THE PROGRAM
6. EVALUATE THE PROGRAM
PREPARING PROMOTIONAL PLAN

BELOW ARE THE RECOMMENDED STEPS MARKETERS NEED TO TAKE IN COMING UP

WITH A CONCRETE, EFFICIENT, AND WELL-PLANNED PROMOTIONAL CAMPAIGN.

1. DECIDE ON WHAT PROMOTIONAL TOOLS TO USE.

2. DECIDE ON WHICH MEDIA CHANNELS TO USE.
3. IDENTIFY WHEN THE PROMOTIONAL TOOL WILL BE RELEASED AND IN WHICH CHANNEL.
4. EVALUATE THE MEDIA RESULT
STEP 3: IDENTIFY WHEN THE PROMOTIONAL TOOL WILL BE RELEASED AND IN
WHICH CHANNEL

AUDIENCE SIZE AND INTERESTS VARY AT DIFFERENT PERIODS OF THE YEAR. BUDGETS
ARE INCREASED WHEN THERE IS A PROJECTED INCREASE IN INTEREST. KOTLER ET AL. (2002)
DISCUSS THAT TIMING DECISIONS SHOULD TAKE THREE FACTORS INTO CONSIDERATION: (1)
AUDIENCE TURNOVER, (2) BEHAVIOR FREQUENCY, AND (3) FORGETTING RATE.

AUDIENCE TURNOVER IS THE RATE AT WHICH THE TARGET AUDIENCE CHANGES

BETWEEN TWO PERIODS. IF TURNOVER IS GREAT, CONTINUOUS ADVERTISING IS
RECOMMENDED. BEHAVIOR FREQUENCY IS THE NUMBER OF TIMES DURING THE YEAR THAT
THE TARGET MARKET MAKES THE DECISION TO PURCHASE. THE MORE FREQUENT THIS IS, THE
MORE ADVERTISING SHOULD BE DONE. THE FORGETTING RATE IS THE RATE AT WHICH A
MESSAGE IS FORGOTTEN OR BEHAVIOR CHANGE BECOMES NON-EVIDENT. THE HIGHER THE
FORGETTING RATE, THE MORE ADVERTISING SHOULD BE APPLIED.
STEP 4: EVALUATE THE MEDIA RESULTS
MEASURING THE RESULTS OF MEDIA MESSAGES IS A DIFFICULT TASK
ESPECIALLY WHEN THERE ARE MANY VARIABLES THAT HAVE TO BE TAKEN INTO
CONSIDERATION. EVALUATION RESEARCH AND TRACKING OF MEDIA MESSAGES
ARE IMPORTANT FOR MEDIA PLANNING. THIS WILL HELP IDENTIFY THE
STRENGTHS AND WEAKNESSES OF THE COMMUNICATION PLAN AND ADJUST
HOW IMPLEMENTATION CAN FURTHER GAIN POSITIVE RESULTS
THERE IS A VARIETY OF WAYS TO TEST WHETHER COMMUNICATION
CAMPAIGNS ARE EFFECTIVE THESE INCLUDE RECALL, RECOGNITION, AND SALES
EFFECT. MEDIA RESEARCH FIRMS HAVE SCIENTIFIC WAYS OF TESTING WHETHER
CAMPAIGNS ARE EFFECTIVE OR NOT.