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Mod 5(titto sunny)






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    Mod 5(titto sunny) Mod 5(titto sunny) Presentation Transcript

    • TOURISM MARKETING PRESENTATION (V MODULE) Shibin Nazeem Mohammed Ashfaque Ahamed Fayez Jipson John Ranjith P.R Hari Prasad V.B
      • Topics
      • Communication Mix
      • Definition
      • Components
      • Characteristics
      • In tourism & travel market
      • Public Relations
      • Meaning
      • Significance
      • Methods & techniques
      • Role of various promotional units & their specific
      • strategies in developing international tourism in india.
    • The communication mix, also called promotion mix, has six major elements (or tools or channels), viz., advertising, sales promotion, events & experiences, public relations, personal selling and direct marketing Which tool or tools should be used or the nature of the mix is determined by the marketing environment and the company’s objectives and resources. COMMUNICATION MIX
      • Definition:
      • “ the range of approaches and expressions of a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.”
      • Components
      • of
      • Communication Mix
    • Advertising
        • “ Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.”
      Print and broadcast ads Packaging Motion pictures Brochures & booklets Posters & leaflets Directories Display signs Audiovisual material Symbols & logos Videotapes
    • Sales Promotion
        • Sales promotion is a variety short-term incentives to encourage trial or purchase of a product or service
      Contests, games, lotteries Premiums & gifts Sampling Fairs & trade shows Exhibits Demonstrations Entertainment Continuity programs
    • Events and Experiences
        • Events and experiences are Company sponsored activities and programs designed to create daily or special brand related interactions.
      Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities
    • Press kits Speeches Seminars Annual reports Company magazine Public relations & Publicity
        • Public relations &publicity- A variety of programs designed to promote or protect a company’s image or its individual products .
      Charitable donations Publications Community relations Lobbying Identity media
    • Personal Selling
        • Personal Selling- Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders .
      Sales presentations Samples Fairs and trade Sales meetings Incentive programs Shows
    • Direct Marketing
        • Direct marketing uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
      Catalogs Fax mail Telemarketing Mailings Electronic shopping E-mail Voice mail
      • Characteristics
      • of
      • Communications Mix
      • Advertising -
      • Pervasiveness : permits the seller to repeat the message may times.
      • It also allows the buyer to receive and compare the message of various competitors. Large scale advertising says something positive about the seller size, power and success.
      • Amplified Expressiveness : Advertising provides opportunities for dramatizing the company and its products through the art full use of print sound and color.
      • Impersonality : The audience doesn’t feel obligated to pay attention or respond to advertising. Advertising is a monologue In front of , not a dialog with the audience.
      • Sales Promotion-
      • Communication - They gain attention and may lead the consumer to the product.
      • Incentive - They incorporate some concessions, inducements, or contribution that gives value to the customer.
      • Invitation - They include a distinct invitation to engage in the transaction now.
      • Events & Experiences-
      • Relevant - A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved.
      • Involving - Given their live, real-time quality, consumers can find events and experiences more actively engaging.
      • Implicit - Events are more of an indirect “soft –sell”.
      • Public Relations & Publicity
      • High credibility- New stories and features are more authentic and credible to readers than ads.
      • Ability to catch buyers off guard- Public relations can reach prospects who prefer to avoid salespeople and advertisements.
      • Dramatization- Public relations has the potential for dramatizing a company or product.
      • Personal selling-
      • Personal interaction- Personal selling involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other’s reactions .
      • Cultivation - Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationships to deep personal friendship.
      • Response - Personal selling makes the buyer feel under some obligations for having listened to the sales talk.
      • Direct Marketing -
      • Customized- The message can be prepared to appeal to the addressed individual.
      • Up-to-date - A message can be prepared very quickly
      • Interactive - The message can be changed depending on the person’s response
      • Communication Mix
      • in
      • Tourism and Travel market
    • Advertisement
      • Framing objective
      • Target audience
      • Period the campaign should last
      • Scope i.e. National, Regional, International
      • Media to be used
      • Best timing & frequency
      • Cost effectiveness
    • Sales promotion
      • Inform prospective customers
      • about product or producer.
      • changes in the product
      • Generate interest in the offer
      • Persuade prospective customers to try
      • the product.
      • Persuade existing customers to
      • continue the use of product
    • Events & Experiences
      • Promotion may be of:
      • Country as a whole;
      • Specific destinations and locations,
      • Specific activities or services,
      • Tour packages, &
      • Accommodation/Food, etc
      • Main 5 decisions to be made in promotion planning
      • Objective of promotion
      • Choice of mix
      • Selection of media
      • Formulating the message
      • Timing and intensity of the campaign
    • Public Relations & Publicity
      • Journals/Newsletters,
      • Sponsorship of activities,
      • Interest group meeting, etc.
      • PR efforts are aimed at shifting people
      • Towards:
      • Sympathy from hostility
      • Acceptance from prejudice,
      • Interest from Apathy
      • Knowledge from ignorance
    • Personal Selling
      • Find prospects
      • Qualify the prospects
      • Approach the qualified prospect by fixing
      • up appointments for presentation.
      • Make presentation to the prospect and get
      • him interested to try the product
      • Close the sale, that is, make the customer
      • buy.
      • Provide after sale service
    • Direct Marketing
      • Aimed at directly at an identified person
      • Direct marketing is interactive
      • Makes use of a customer database
      • Public Relations
    • Significance of Public Relations
      • Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand.
      • Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.
      • “ Seeding the conversation” between the professionals and their clients.
      • Tactics include trade show displays, direct mail communications, and personal selling calls.
      • Methods and Techniques
      • of
      • Public Relations
    • Public Relations Methods
    • Public relations Techniques
    • Public relations activities
      • -Role of various promotional units &
      • -their specific strategies in developing
      • international tourism in
      • INDIA
      • Importance of front-line Sales
      • Critical Mass
      • Turn negatives into Positives
      • Be Unique
      • Telling Stories
      • Four-time rule
      • Marketing vs Product development
      • Selling the Experience
      • Branding
      • WOW Photography
      • Close the Sale
      • Public Relations
      • Effective Web sites
      • Frequency in Advertising
      • Thank YOU