Advertising
Advertising
is an effective way of promoting your products and services to your target
audience and is usually a paid form of promotion. When you advertise you tell
prospective customers who you are, where you are and what you can do for them.
Good
advertising should:
1.
build the image of your business
2.
explain the benefits of your products and services
3.
increase awareness of new products and services
before, when and after they are launched
4.
generate interest from your target market, as well
as a new audience of prospective customers
5. encourage
customers to ask for information about your business and provide options for
how they can contact you increase the demand from customers and increase your
sales.
Understanding
the wide range of advertising strategies available will allow you to use the
one that is best for your business. You may find that using a combination of
strategies gives you the strongest results.
1.Types of advertising
Advertising
Create your unique selling proposition
Types of advertising
Planning your advertising
Tips for effective advertising
Monitoring the success of your
advertising
Advertising regulations
A
successful advertising campaign will spread the word about your products and
services, attract customers and generate sales. Whether you are trying to
encourage new customers to buy an existing product or launching a new service,
there are many options to choose from.
The most
suitable advertising option for your business will depend on your target
audience and what is the most cost effective way to reach as many of them as
possible, as many times as possible. The advertising option chosen should also
reflect the right environment for your product or service. For example, if you
know that your target market reads a particular magazine, you should advertise
in that publication.
The
following list is an introduction to advertising tactics that you could use.
Remember, you can always be creative in your advertising to get noticed (within
advertising regulations).
2.Newspaper
Newspaper
advertising can promote your business to a wide range of customers. Display
advertisements are placed throughout the paper, while classified listings are
under subject headings in a specific section.
You may
find that a combination of advertising in your state/metropolitan newspaper and
your local paper gives you the best results.
4.Magazine
Advertising
in a specialist magazine can reach your target market quickly and easily.
Readers (your potential customers) tend to read magazines at their leisure and
keep them for longer, giving your advertisement multiple chances to attract
attention. Magazines generally serve consumers (by interest group e.g. women)
and trade (industry/business type e.g. hospitality).
If your
products need to be displayed in colour then glossy advertisements in a
magazine can be ideal - although they are generally more expensive than
newspaper advertisements.
Magazines
do not usually serve a small area such as a specific town. If your target
market is only a small percentage of the circulation, then advertising may not
be cost-effective.
5.Radio
Advertising
on the radio is a great way to reach your target audience. If your target
market listens to a particular station, then regular advertising can attract
new customers.
However,
sound has its limitations. Listeners can find it difficult to remember what
they have heard and sometimes the impact of radio advertising is lost. The best
way to overcome this is to repeat your message regularly - which increases your
costs significantly. If you cannot afford to play your advertisement regularly,
you may find that radio advertising does not generate strong results.
6.Television
Television
has an extensive reach and advertising this way is ideal if you cater to a
large market in a large area. Television advertisements have the advantage of
sight, sound, movement and colour to persuade a customer to buy from you. They
are particularly useful if you need to demonstrate how your product or service
works.
Producing
a television advertisement and then buying an advertising slot is generally
expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs
vary according to:
1.
the time slot
2.
the television programme
3.
whether it is metro or regional
4.
if you want to buy spots on multiple networks.
7.Directories
Directories
list businesses by name or category (e.g. Yellow Pages phone directories). Customers
who refer to directories have often already made up their mind to buy - they
just need to decide who to buy from.
The major
advantage of online directories over print directories is that if you change
your business name, address or telephone number, you can easily keep it up to
date in the directory. You can also add new services or information about your
business.
If your
target market uses print and online directories, it may be useful to advertise
in both, although print directories are being used less.
8.Outdoor and transit
There are
many ways to advertise outside and on-the-go. Outdoor billboards can be signs
by the road or hoardings at sport stadiums. Transit advertising can be posters
on buses, taxis and bicycles. Large billboards can get your message across with
a big impact. If the same customers pass your billboard every day as they
travel to work, you are likely to be the first business they think of when they
want to buy a product.
Even the
largest of billboards usually contain a limited amount of information;
otherwise, they can be difficult to read. Including your website address makes
it easy for customers to follow up and find out more about your business.
Outdoor advertising can be very expensive especially for prime locations and
supersite billboards.
9.Direct mail, catalogues and
leaflets
Direct
mail means writing to customers directly. The more precise your mailing list or
distribution area, the more of your target market you will reach. A direct mail
approach is more personal, as you can select your audience and plan the timing
to suit your business. A cost effective form of direct mail is to send your
newsletters or flyers electronically to an email database.
Catalogues,
brochures and leaflets can also be distributed to your target area. Including a
brochure with your direct mail is a great way to give an interested customer
more information about your products and services.
Online
Being on
the internet can be a cost-effective way to attract new customers. You can
reach a global audience at a low cost. Many customers research businesses
online before deciding whom to buy from.
A
well-designed website can entice customers to buy from you. There are a number
of ways you can promote your business online via paid advertising or to improve
your search engine rankings.
10Tips for effective advertising
What you
say and how you say it in words, sounds or pictures can be vital to your
advertising success. Aim for your advertising to:
1.
be noticed
2.
be understood
3.
stimulate action (such as an enquiry or visit to
your store)
4.
achieve an outcome (such as a sale).
The
following tips will help you to meet these goals.
General tips
1.
Create a distinctive and recognisable format for
your advertisements. Be consistent in using this style.
2.
Feature your branding prominently.
3.
Ensure that your advertisement is well organised
and easy to follow.
4.
Always include relevant information your potential
customers may want to know. E.g. opening hours or your shop adddress.
5.
Make it easy for customers to contact you - do you
want them to visit your website, phone or email you, or come into your store?
6.
If you include your prices, make sure they are easy
to find and remember.
7.
Ensure that all contact details, product
information and prices are up to date and accurate.
8.
Use simple and direct language with everyday words
that are easy to understand.
9.
Tell your customers how you can help them with
their needs or wants.
10.
Make your unique selling proposition clear.
11.
Tailor your message, style and format to your
target audience.
Newspapers, magazines,
directories, direct mail and billboards
1.
Use a headline with powerful wording or a memorable
graphic to capture attention.
2.
Make sure graphics are high quality so they look
good both in colour and black and white.
3.
Do not include too much text, as most readers will
only scan your advertisement for the key information.
Television
1.
Show the idea on the screen and back it up with
more information (e.g. a print advertisement or brochure delivered directly to
the viewer's home).
2.
Don't try to cram every product onto the screen -
aim for an advertisement that is memorable, not overwhelming.
3.
Use professional actors (or acting students) or
voice over artists instead of family and friends.
Radio
1.
Keep it simple and don't try to communicate too
many ideas in a 30-second spot - one central idea is more likely to be
remembered.
2.
Repeat the benefits of a product, the price and the
name of your business so listeners will not forget it.
3.
Use a professional voice-over artist (or student)
rather than trying to do it yourself.
Online
4.
Think about what will work best online - don't just
take a print advertisement and upload it. You may just want a headline and a
hyperlink to your website.
5.
As reading onscreen is not as easy as in print,
make sure your advertisement is clean and uncluttered.
6.
Use the language of your target audience to keep
them engaged.
11TYPES OF ADVERTISING
The advertising objectives
largely determine which of two basic types of advertising to use; product or
institutional.
Institutional advertising tries to
develop goodwill for a company rather than to sell a specific product. Its objective is to improve the advertiser's
image, reputation, and relations with the various groups the company deals
with. This includes not only end-users and distributors, but also suppliers,
shareholders, employees, and the general public. Institutional advertising
focuses on the name and prestige of a company. Institutional advertising is
sometimes used by large companies with several divisions to link the divisions
in customers' minds. It is also used to link a company‘s other products to the
reputation of a market-leading product.
Product advertising tries to
sell a product. It may be aimed at the end user or at potential representatives and distributors.
Product advertising may be further classified as pioneering, competitive, and
reminder advertising.
Pioneering advertising tries to
develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the early
stages of the adoption process to inform potential customers about a new
product. The first company to introduce a new technology to its industry
doesn't have to worry about a competitive product since they alone have the
technology. They have to sell the industry on the advantages of the new
technology itself. Pioneering advertising is usually done in the early stage of
the product life cycle by the company which introduces an innovation.
Competitive advertising tries to
develop selective demand; demand for a specific manufacturer‘s product rather than a product category. An
innovating company is usually forced into competitive advertising as the
product life cycle moves along. After pioneering technology is accepted and
most manufacturers are supplying competing products, the innovator is forced to
sell the advantages of his specific design over that of the competition. This
is usually the situation in a mature market.
Reminder advertising tries to
keep the product's name before the public. It is useful when the product has achieved market
domination. Here, the advertiser may use "soft-sell" ads that just
mention or show the name as a reminder. Reminder advertising may be thought of
as maintenance for a product with the leadership position in the market.
Promotion mix
Marketers
have at their disposal four major methods of promotion. Taken together these
comprise the promotion mix. In this section a basic definition of each method
is offered while in the next section a comparison of each method based on the
characteristics of promotion is presented.
Advertising
Involves
non-personal, mostly paid promotions often using mass media outlets to deliver
the marketer‘s message. While historically advertising has involved one-way
communication with little feedback opportunity for the customer experiencing
the advertisement, the advent of computer technology and, in particular, the
Internet has increased the options that allow customers to provide quick
feedback.
Sales Promotion
Involves
the use of special short-term techniques, often in the form of incentives, to
encourage customers to respond or undertake some activity. For instance, the
use of retail coupons with expiration dates requires customers to act while the
incentive is still valid.
Public Relations
Also
referred to as publicity, this type of promotion uses third-party sources, and
particularly the news media, to offer a favorable mention of the marketer‘s
company or product without direct payment to the publisher of the information.
Personal Selling
As the
name implies, this form of promotion involves personal contact between company
representatives and those who have a role in purchase decisions (e.g., make the
decision, such as consumers, or have an influence on a decision, such as
members of a company buying center). Often this occurs face-to-face or via
telephone, though newer technologies allow this to occur online via video
conferencing or text chat.
Promotional Mix
Promotion
is the communications part of marketing. It is the way we tell the world our
product. Promotion provides consumers with information and knowledge in an
informative and persuasive manner. This, we hope, will sooner or later result
in sales of our services or products. The information and knowledge can be
communicated using one or more of the five promotional techniques -
advertising, personal selling, sales promotion, merchandising, and public
relations.
Goals of Promotion
The
ultimate purpose of promotion is to modify behavior through communication. This
requires helping customers at the various buying process stages so they
eventually purchase or repurchase a particular service. Promotion achieves this
by informing, persuading, and reminding - the three principal goals of
promotion. Promotions usually fit into one of these categories; they are either
informative, persuasive, or reminders.
Informative promotions work best
with new services or products (early product-life-cycle stages) and with customers in early buying process stages (need
awareness and information search). These types of promotions tend to
communicate data or ideas about the key features of services.
Persuasive promotions are
harder. They are aimed at getting customers to select one particular company or ―brand‖ over those of competitors, and to
actually make the purchase. Advertisements that compare one company‘s services
to another, and most sales promotions, fit into this category. Persuasive
promotions work best in intermediate/late stages of product life cycle (growth
and maturity) and the buying process (evaluation of alternatives and purchase).
Reminder promotions are used
to push customers‘ memories about advertising they may have seen, and to stimulate repurchases. They are most effective
in the late product-life-cycle (maturity and decline) and buying process stages
(postpurchase evaluation).
12.The five communications mix
elements are;
1.
Advertising
2.
Personal selling
3.
Sales promotion
4.
Merchandising
5.
Public relations (PR)
Advertising
Advertising
is any paid form of nonpersonal presentation and promotion of ideas, goods, or
services by an identified sponsor. The three key words in this definition are
―paid‖, ―nonpersonal‖ and ―identified sponsor.‖ Paid - hospitality and travel organizations
always have to pay for advertising, either in money or in some form of barter
(e.g., free meals from a restaurant in exchange for a radio ad). Nonpersonal -
neither the sponsors nor their representatives are physically present to give
the message to customers. Identified sponsor - the paying organization is
clearly identified in the advertisement.
The media
advertising is mainly two types as printed media advertising (newspapers,
magazines, brochures, direct mail and billboards), and broadcast media
advertising (radio and television). Direct mail which is used extensively by
tour operators, is postal communication by an identified sponsor. And this
promotional tool is classified as direct marketing.
Because
tourism is an intangible product, a great deal of promotion includes the
production of printed communications such as brochures or sales leaflets. The
design, organization and printing of tourism brochures is one of the most
important promotion functions. Printed communications are often costly. In
fact, the printing and distribution costs of brochures comprise the largest
part of most marketing budgets within the tourism industry.
Advertising
is used to achieve a whole range of objectives which may include changing
attitudes or building image as well as achieving sales. However, advertising
messages do not always have to be aimed directly at creating a sale. Sometimes
it‘s the sponsor‘s goal simply to convey a positive idea or a favorable image
of the organization (often called
―institutional‖
advertising). (Sponsorship is the material or financial support of a specific
activity which does not form part of the sponsor company‘s normal business) For
example,
IBM has
sponsored ads during the Atlanta 96 Olympics.
Advertising
is often described as above-the-line promotion (where the media space is paid
by the company) with all other forms of promotion (where space is not paid)
being termed below-the-line.
Personal Selling
Personal
selling involves oral conversations. These are, either by telephone or
face-to-face, between salespersons and prospective customers. This sort selling
may be used by a non-profit-making museum as well as by a conference manager of
a large hotel. Perosnal selling is very important in the sense that it has the
ability to close a sale.
Sales Promotion
Sales
promotions are approaches where customers are given a short term incentive
(encouragement) to make an immediate purchase. Sales promotion campaigns add
value to the product because the incentives does not normally accompany the
product. Like advertising, the sponsor is clearly identified and the
communication is nonpersonal. Examples include discount coupons, contests
(trial), samples and premiums (prize, bonus). Free wine or free accommodation
offers are frequently used in sales promotion campaigns for hotel restaurants
which need to increase demand at certain periods.
Merchandising (point-of-purchase
advertising)
Merchandising,
or point-of-purchase ―advertising‖ includes materials used in-house to
stimulate sales. These include menus, wine lists, signs, posters, displays, and
other point-of-sale promotional items (in-room materials). It is a common
practice to categorize merchandising as a sales promotion technique, because it
does not include media advertising, personal selling, or public relations. In
this course, merchandising is separated form other sales promotion techniques
because of its uniqueness and its importance to the industry. Merchandising is
important as a means of creating impulse purchase or remind the consumer of
what is on offer.
Public Relations (PR)
Public
relations includes all the activities that a hospitality and travel
organization engages in to maintain or improve its relationship with other
organizations and individuals. In other words, public relations try to provide
commercially significant news about the product or service in a published
medium, or obtaining favorable presentation in a medium that is not paid by the
sponsor. Publicity is one public relations technique that involves nonpaid
communication of information about an organization‘s services.
13 PROMOTION
Each of
the above promotional elements has capacity to achieve a different promotional
objective. Personal selling has high potential for achieving communication
objectives, however, only a small number of people can be contacted. Therefore
advertising is a better method of reaching a high number of people at low cost.
Public relations is more credible than advertising, but there is more control
over advertising messages and they can be repeated on a regular basis. When it
is difficult to raise advertising budgets, public relations is a lower cost
alternative, but it is difficult to control the timing and consistency of PR
coverage. Sales promotion may produce an initial trial for a product, but this
type of promotion can only be used over a short period.
Each part
of the promotion mix has its own strengths and weaknesses. While these may
include the factors of cost, ability to target different groups, and control,
there are other important considerations. On the following figure, they are
compared on the basis of the level of awareness of the communication, and its
comprehension (understanding, realization), as well as on whether it can build
conviction (confidence, certainty) and succeed in creating action.
14.Factors affecting the
promotional mix
Choosing
a promotional program for a coming period requires very careful research and
planning. The stage of customers‘ decision processes and product life cycle
stages affect the promotional campaign decisions. However, there are some other
factors that also affect promotional mix decisions.
Target markets
The
effectiveness of the five promotional mix elements varies according to the
target market. For example, in promoting its convention/meeting facilities, a
lodging property might find that personal selling to key meeting planners is
much more effective than advertising. On the other hand, using personal selling
to attract individual pleasure travelers would not be feasible.
The
geographic location of potential customers also has an impact. Where they are
widely dispersed, advertising may be the most efficient and effective way to
reach them.
Marketing objectives
The
promotional mix selected should flow directly from the objectives for each
target market. For example, if the objective is to build awareness by a certain
percentage, the emphasis may be placed on media advertising. If, on the other
hand, it is to build sales significantly in a short time period, the focus may be
put on sales promotion.
Competition and promotional
practices
There is
a distinct tendency in certain parts of the hospitality and travel industry for
most competitive organizations to use the same ―lead element‖ in promotional
mixes. Fast-food chains focus on heavy television advertising, hotels and
airlines focus on frequent-traveler award programs, and cruise lines put a
heavy emphasis on personal selling to travel agents.
It is
difficult and extremely risky for one competitor to ―break from the pack‖ in
this respect.
Promotional budget available
Obviously
the funds available for promotion have a direct impact on choosing promotional
mix elements. Smaller organizations with more limited budgets usually have to
place greater emphasis on lower-cost promotions, including publicity and sales
promotions. Larger organizations can better afford to use media advertising and
personal selling.
Creating specific promotional
messages
When the
objectives which promotion is to fulfill have been decided in relation to an
identified segment of buyers, the crucial step in the advertising process is to
create memorable pictures and words. Creative execution captures attention,
expresses the essence of a product in a few words that say it all, and provides
key information. In travel and tourism good examples of creative executions
are:
―We try
harder‖ (Avis)
―We speak
your language‖ (British Tourist Authority in the USA market)
―I love
New York‖ (New York State)
―The
World‘s favorite airline‖ (British Airways)
―Only one
hotel chain guarantees your room will be right‖ - ―Everything in your Holiday
Inn room
will be right. Or we will make it right. Or we will refund the cost of your
room for that night‖
One of
the member of an international advertising agency quoted;
...
people can‘t believe you if they don‘t know what you‘re saying, and they can‘t
know what you‘re saying if they don‘t listen to you, and they won‘t listen to
you if you‘re not interesting.
And you
won‘t be interesting unless you say things freshly, originally, and
imaginatively.
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