A GUIDE TO EFFECTIVE

ADVERTISING
Unit I

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01/14/16

What is advertising?
Advertising is the non-personal
communication of information,
usually paid for and usually
persuasive in nature, about
products (goods and services), or
ideas by identified sponsors
through the various media.
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Advertising
Advertising isis any
any impersonal,
impersonal, oneoneway
way
mass
mass communication
communication
about
about aa product
product or
or organization
organization that
that
is
is
paid
paid for
for by
by aa marketer
marketer..
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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 advertising

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01/14/16

Differentiation
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
These are positive USPs that you can use to
start the advertisement campaign.

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01/14/16

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.

Indrajit

01/14/16

Segmentation
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.

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01/14/16

Cooperative advertising
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.
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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 budget

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01/14/16

DEVELOPING
ADVERTISING PLAN

No matter what strategy is used,

advertising must promote firm in a

memorable and cost effective way.
Four characteristics reach;
Reach
Frequency,
consistency,
and Timing
All these play important roles in all
successful advertising strategies.
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Things to be noted
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?
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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.

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Scheduling the Promotion

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Continuous
Continuous
Media
Media Schedule
Schedule

Advertising
Advertising is
is run
run steadily
steadily throughout
throughout the
the
period.
period.
Yellow
Yellow Pages
Pages

Flighted
Flighted
Media
Media Schedule
Schedule

Advertising
Advertising is
is run
run heavily
heavily every
every Thursday
Thursday or
or
month
month end.
end.
Movies
Movies

Pulsing
Pulsing
Media
Media Schedule
Schedule

Advertising
Advertising combines
combines continuous
continuous scheduling
scheduling
with
with flighted.
flighted.

Seasonal
Seasonal
Media
Schedule
Media
Schedule
Indrajit

Advertising
Advertising is
is run
run only
only when
when the
the product
product is
is
likely
likely to
to be
be used.
used.
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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.

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Advertising Budget
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 propertys

overall advertising budget.
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