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Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit / obtain a response.

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A plan for the optimal use of the elements of promotion: Advertising

Public Relations
Personal Selling Sales Promotion

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Overall Marketing Objectives

Promotional Mix
Advertising Public Relations Personal Selling Sales Promotion

Marketing Mix Product Distribution Promotion Price

Target Market

Promotion Plan

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High Product Quality

Features that provide Differential Advantage

Rapid Delivery

Low Prices

Excellent Service

Unique Features

Discuss the elements of the promotional mix.

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Combination of promotion tools used to reach the target market and fulfill the organizations overall goals.

Advertising Public Relations Personal Selling Sales Promotion

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Advertising

Elements of the Promotional Mix

Public Relations

Personal Selling

Sales Promotion

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Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

1. Informative advertising. 2. Persuasive advertising. 3. Reminder advertising.

RIP acronym = Remind - Inform - Persuade

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.

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.

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.

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.

Media
When we think of media, we think of:

Message Transmitted To A Large Number of People At The Same Time

Types of Media used in Advertising

Traditional or Mass Media

Niche Media

Non-Conventional Media

Media Goals

Inform the public

Monitor whats happening around us

Media Outlets
Press Radio Television Internet Posters Mobiles

These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are: National newspapers Regional newspapers Magazines

This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours.

This industry is also known as Out of Home Media. However, this category is not limited to posters and billboards. It may involve the use of media space in airports, malls, convenience stores, etc.

It typically generates specific audiences at different times of the day; for example, adults at breakfast, housewives thereafter, and motorists during rush hours. It can be a very cost-effective way of reaching these audiences although the types of message conveyed will be limited by the lack of any visual elements.

Although the personal mobile phone is becoming very attractive as an important advertising media to the network operators, it is relatively unproven and therefore still remains in the media buyers' sidelines.

Although the numbers in the national audience are now small, this may be the most effective medium for extending coverage to the younger age groups, since the core audience is aged 15-24.

This is a rapidly growing force in marketing. It is very varied in form, but much of it still follows the example of press advertising, but the most effective usage .

Working with the Media

Each medium has specific expectations: Television - access to the action visual Radio - immediate audio or an interview Newspaper reporters - more detail background information

and

Audience Research
Think logically Think logically

Audience Research

Finding out exactly the audience for a magazine or newspaper, or who watches at a given time on television, is a specialized form of market research, which is often conducted on behalf of the media owners. Once you have done some initial research, all you have to do is think logically about the four main points: 1. How much money do I have to spend? 2. Which media will reach my target audience ? 3. What is the main focus and objective of this campaign ? 4. What kind of message do I want to give out ?

MARKET ANALYSIS

ESTABLISHING MEDIA OBJECTIVES

DEVELOPING AND IMPLEMENTING MEDIA STRATEGIES

EVALUATIO N AND FOLLOW -UP

MEDIA TELEVISION

ADVANTAGES MASS COVERAGE ATTENTION GETTING IMPACT OF SIGHT,SOUND AND MOTION HIGH PRESTIGE LOCAL COVERAGE LOW COST HIGH FREQUENCY FLEXIBLE LOW PRODUCTION COSTS

DISADVANTAGES LOW SELECTVITY HIGH ABSOLUTE COST HIGH PRODUCTION COST

RADIO

AUDIO ONLY FLEETING MESSAGE LOW ATTENTION GETTING

MEDIA NEWSPAPER

ADVANTAGES HIGH COVERAGE LOW COST READER CONTROLS EXPOSURE

DISADVANTAGES SHORT LIFE SELECTIVE READER EXPOSURE LOW ATTENTION GETTING CAPABILITIES POOR IMAGE(JUNK MAIL) HIGH COST/CONTACT

DIRECT MAIL

NOT RESTRICTED TO SMALL COMPANIES ABILITY TO SEGMENT THE MARKET HIGH INFORMATION CONTENT

Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the user .It helps in making people as consumers informative and knowledgeable about the diversity in product availability or in making them the right choosers. But what is important is to regulate and to have proper checks on the right usage of media in promoting the filtered and the authentic information so as the right purpose of media in making people aware and judicious can be achieved.