Be informed about communication- marketing mix element !!!!!!!!!!!!!!!!!! DO NOT MISS OUT>........

1. Prescribed Textbook
George, R. (2008). Tourism Marketing in South
Africa. 3rd edition. Cape Town: Oxford
University Press.
• Part I: Understanding Marketing in the Tourism
industry
• Part II: Gathering Information for decisionmaking
• Part III: Analysing the tourism market
• Part IV: Implementing the marketing mix
strategies
• Part V: Understanding tourism marketing issues
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2. Part IV: Implementing the
marketing mix strategies
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Chapter 9: Product-offering strategies
Chapter 10: Pricing strategies
Chapter 11: Distribution strategies
Chapter 12: Communication and advertising
strategies
Chapter 13: Sales promotion and personal selling
Chapter 14: eMarketing and direct marketing
strategies
Chapter 15: Marketing collateral, public relations,
and sponsorship strategies
Chapter 16: Physical evidence, people, and
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processes strategies

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4. Overall chapter objective
• The overall objective of this chapter is to
get learners to understand how
communication and advertising
strategies are used to promote tourism
offerings.
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5. Learning outcomes
After studying this chapter, learners should be able to:
• Understand the relationship of promotions and
communications
• Understand the role of promotion within marketing
• Explain the various promotional techniques available
to marketers
• Define the term ‘promotions mix’
• Define advertising
• Understand the differences between ‘above-the-line’
and ‘below-the-line’ marketing
• Describe the major decisions in designing an
advertising campaign
• Discuss the advantages and disadvantages of
advertising as a promotional tool in tourism
• Outline the role of advertising agencies
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6. Chapter content
• Introduction
• Principles of communication
• Promotional techniques available to
marketers
• The promotional campaign
• The promotions mix
• What is advertising?
• Role of advertising agencies
• Conclusion
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7. Introduction
Promotion = to communicate information
about offerings
+ Informing, educating, persuading and
reminding consumers
• Promotion:
‘To encourage or advance something’
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8. Principles of communication
Marketers need to understand the principles of
communication
9 key elements (see Fig. 12.1)
- Source:
- Encoding:
- Message:
- Media:
- Decoding:
- Receiver:
- Direct response:
- Feedback:
- Noise:
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9. Push and pull strategies
• Push strategy is a technique by which the
organisation promotes directly to the
intermediaries who stock the offerings and
“push” it to their consumers
• The principal uses promotional techniques, i.e.
personal selling to encourage intermediaries to
order and promote the offering to the final
consumer
• A tourism organisation using a pull strategy
directs its promotional techniques towards the
final consumers to encourage then to buy
offerings – generate consumer demand
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10. Promotional techniques
8 ways of communicating promotional
messages (see Fig. 12.4):
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Advertising:
Internet:
Direct marketing:
Sales promotion:
Publicity & PR:
Personal selling:
Marketing collateral:
Sponsorship:
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11. Promotional campaign
A number of decisions:
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Define the target market:
Stage in the PLC:
Choose a message:
Design message:
Promotional budget:
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12. Advertising
• Advertising = most powerful tool
• Advertising is:
‘Publicity that has to be paid for and
that is transmitted through a variety
of media, TV, radio, newspapers, the
Internet, public transport and outside
displays’
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13. Advertising campaign
5 important decisions (see Fig. 12.5):
• Setting objectives
• Budget decisions
• Message decisions
• Media decisions
• Campaign evaluation
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14. Advertising agencies
• 5 functions of advertising agencies:
- Advertising planning: complete
advertising campaign
- Creative services: imaginative messages
- Media services: buy air time
- Research services: pre and post
advertising campaigns
- Sales promotion and marketing
collateral: literature materials
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15. Conclusion
• Promotion involves all communication
between a tourism organisation and its
consumers.
• Advertising is the most powerfull and the
most expensive components of the
promotions mix.
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