Académique Documents
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Learning Objectives
1. Discuss the process and advantages of integrated
marketing communications in communicating
customer value.
2. Define the five promotion tools and discuss the
factors that must be considered in shaping the overall
promotion mix.
3. Outline the steps in developing effective marketing
communications.
4. Explain the methods for setting the promotion budget
and factors that affect the design of the promotion
mix.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
elation
Public
R
n
it o
og
The Promotion
m
n
i
ertrios
AdvMix
P
s
le
a
S
Integrated Marketing
Communications
Encoding
Message
Decoding
Receiver
Media
Noise
Feedback
Response
Select
Select the
the
Communication
Communication
Channels
Channels
Determine
Determine the
the
Communication
Communication
Objectives
Objectives
Select
Select the
the
Message
Message
Source
Source
Design
Design the
the
Message
Message
Collect
Collect
Feedback
Feedback
Awareness
Preference
Knowledge
Conviction
Liking
Purchase
Message
Content
Message
Format
Message
Structure
Communication Channels
Personal
Communicati
on
Channels
Nonpersona
l
Affordable
Competitiv
e Parity
Budget
Methods
Percentag
e of Sales
Objective
and Task
Define
Define
Specific
Specific
Objectives
Objectives
Determine
Determine
Tasks
Tasks to
to
Achieve
Achieve
Objectives
Objectives
Estimate
Estimate the
the
Costs
Costs of
of
Performing
Performing
Tasks
Tasks
Advertising
Benefits
Drawbacks
Seems Legitimate
Impersonal
Allows Repetition
One-Way Communication
Easily Ignored
Personal Selling
Benefits
Drawbacks
Long-Term Commitment
Fosters Relationships
Sales Promotion
Benefits
Drawbacks
Encourage Immediate
Purchase
Short-Term
Public Relations
More
Believable
Public
Relations
Better
Reach
Direct Marketing
Nonpublic
Customize
d
Immediat
e
Interactive
Type of
Product &
Market
Buyer
Readiness
State
Promotion
Mix
Strategies
Advertising Objectives
Informativ
e
Advertisi
ng
Objective
s
Persuasive
Reminder
Message
Generation
Message
Execution
Message
Decisions
Message
Evaluation
and
Selection
2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 All Rights Reserved
Message Execution
Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
Personality
Technical Expertise
Scientific Evidence
Testimonial Evidence
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Deciding
Deciding
on
on Reach,
Reach,
Frequency
Frequency
&
& Impact
Impact
Choosing
Choosing
Among
Among
Major
Major
Media
Media
Types
Types
Selecting
Selecting
Specific
Specific
Media
Media
Vehicles
Vehicles
Deciding
Deciding
on
on Media
Media
Timing
Timing
Communicatio
n Effect
Measure
Sales Effect
Awareness
Effect
Key Terms
Advertising Any paid form of