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A GUIDE TO EFFECTIVE             ADVERTISING                                        Sem VIII Unit I1    Peeyush Srivastav,...
DEVELOPING ADVERTISING PLAN   No matter what strategy is used, your advertising must    promote your firm in a memorable ...
       Reach       It refers to the no of different individuals or homes        exposed to an advertising message at lea...
   Consistency   It plays an important part in consumer recognition of    your hotel or restaurant.Your advertising will...
ADVERTISING STRATEGIES   An important part of any advertising plan is deciding on    advertising strategies. The three st...
   In Differentiation, you emphasize how your hotel is    different from others. The advertising must aim at some    mean...
   In Segmentation, your strategy can be to target a    specific segment which has been left untapped under a    particul...
   Combination – In this strategy, both the differentiation    and segmentation strategies are selected to form the    ad...
   Cooperative advertising - It involves advertising in    conjunction with another advertiser. There are two types    of...
   Reciprocal advertising   It is the exchange of hospitality product or services    (rooms, food and beverages etc...) ...
BUDGETING FOR ADVERTISING   Before establishing an advertising budget, you should    consider a number of variables that ...
   Marketing objectives – Advertising budget should be    made keeping in mind the objectives of the firm.    Expansion o...
 THANK YOU FOR YOUR PATIENCE AND UNDERSTANDING…………………. ANY   QUESTIONS ????13          Peeyush Srivastav, BCIHMCT, NEW D...
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2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING THIRD PART

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A PRESENTATION ABOUT DIFFERENT TYPES OF ADVERTISING STRATEGIES AND MAKING ADVERTISING PLAN

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Transcript of "2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING THIRD PART"

  1. 1. A GUIDE TO EFFECTIVE ADVERTISING Sem VIII Unit I1 Peeyush Srivastav, BCIHMCT, NEW DELHI
  2. 2. DEVELOPING ADVERTISING PLAN No matter what strategy is used, your advertising must promote your firm in a memorable and cost effective way. Four characteristics reach; Frequency, consistency, and Timing play important roles in all successful advertising strategies.2 Peeyush Srivastav, BCIHMCT, NEW DELHI
  3. 3.  Reach It refers to the no of different individuals or homes exposed to an advertising message at least once during a specified time period. Frequency  It is a measure of how many times the average person in the target market is exposed to the advertising message over a specified time period? 3 Peeyush Srivastav, BCIHMCT, NEW DELHI
  4. 4.  Consistency It plays an important part in consumer recognition of your hotel or restaurant.Your advertising will be far more effective if it has a consistent look and, in the case of broad cast media, a consistent sound Timing  It involves scheduling advertising for those times when it will be most effective. The news paper advertising bureau recommends timing advertisements to coincide with seasonal sales patterns –promoting summer vacation packages just before the season.4 Peeyush Srivastav, BCIHMCT, NEW DELHI
  5. 5. ADVERTISING STRATEGIES An important part of any advertising plan is deciding on advertising strategies. The three strategic options are:   Differentiation Segmentation A combination of two Cooperative advertising Reciprocal advertising5 Peeyush Srivastav, BCIHMCT, NEW DELHI
  6. 6.  In Differentiation, you emphasize how your hotel is different from others. The advertising must aim at some meaningful differences like uniqueness of location, consistent and reliable service, theme based restaurants are positive USPs that you can use to start the advertisement campaign.6 Peeyush Srivastav, BCIHMCT, NEW DELHI
  7. 7.  In Segmentation, your strategy can be to target a specific segment which has been left untapped under a particular marketing segment like – Women business travelers under business travelers, which can be used to start the advertising campaign.7 Peeyush Srivastav, BCIHMCT, NEW DELHI
  8. 8.  Combination – In this strategy, both the differentiation and segmentation strategies are selected to form the advertising plan. A specific market segment is selected to advertise and an attempt is made to differentiate your property from other properties by offering unique benefits that will be of interest to the selected segment.8 Peeyush Srivastav, BCIHMCT, NEW DELHI
  9. 9.  Cooperative advertising - It involves advertising in conjunction with another advertiser. There are two types of corporative advertising - Horizontal and vertical. Horizontal co-op advertising involves similar business, such as several hotels that pool resources to promote their destination city.Vertical co-op advertising, on the other hand involves several different types of businesses such as a hotel and airline that cosponsor an advertisement benefit both parties.9 Peeyush Srivastav, BCIHMCT, NEW DELHI
  10. 10.  Reciprocal advertising It is the exchange of hospitality product or services (rooms, food and beverages etc...) for advertising space or airtime. This type of advertising can be especially effective for firms with limited budget10 Peeyush Srivastav, BCIHMCT, NEW DELHI
  11. 11. BUDGETING FOR ADVERTISING Before establishing an advertising budget, you should consider a number of variables that will affect the kind of advertising budget you will use,   The size and type of the hospitality firm – The size of your property and the types of services and facilities it offers will greatly influence the amount of money necessary to effectively advertise it. The competition – Advertising budget are also affected by how much the nearest competitor is spending on its advertisement campaigns.11 Peeyush Srivastav, BCIHMCT, NEW DELHI
  12. 12.  Marketing objectives – Advertising budget should be made keeping in mind the objectives of the firm. Expansion or growth of the hotel chain would invite more investment. Target markets – The number and size of the market also determines the property’s overall advertising budget.12 Peeyush Srivastav, BCIHMCT, NEW DELHI
  13. 13.  THANK YOU FOR YOUR PATIENCE AND UNDERSTANDING…………………. ANY QUESTIONS ????13 Peeyush Srivastav, BCIHMCT, NEW DELHI

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