Chapter 7 Advertising, Public Relations, and Publicity

Hospitality Sales and Marketing Fifth Edition (472TXT or 472CIN)

2008, Educational Institute

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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Reasons for Advertising

Advertising reaches a vast audience

Advertising is relatively inexpensive

Advertising can create a direct response

Advertising demonstrates competitiveness

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Newspaper Advertising
Advantages Disadvantages

Widely read
Sections target specific markets Choice of ad sizes Ads can be placed at the last minute Rates are relatively low
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Few people read the entire newspaper

Short reading life Sections can be cluttered with many ads

Printing quality is often poor

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 Disadvantages No visual image Ads cant be saved for future referral

Listeners might confuse your ad with Effective in building other ads consumer recognition Ads must be broadcast over several stations at frequent intervals for maximum effect
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Television Advertising
Advantages
Excellent saturation medium Ad message can be enhanced with visuals Disadvantages High cost

Difficult to target a specific audience

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Video Advertising
Advantages
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 prospect involvement and action Disadvantages Junk mail perception Mailing lists may be expensive or become ineffective quickly Rising postage and production costs

Easily cost-controlled, easily tested and measured

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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

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Outdoor Advertising
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Billboards
Advantage Large display area Disadvantage Cant use extensive copy

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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 information about the firm to the public Publicity: the medias gratuitous mention of your firm

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Press Relations Guidelines

Prepare news releases properly Avoid duplication Be honest Respect deadlines

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