advtg objectives

8/13/2019 Advtg Objectives

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Steps in Planning Advertising

1. Set advertising objectives.

2. Decide on in-house advertising or agency.

3. Establish a tentative advertising budget.4. Consider cooperative advertising

(partnership).

5. Decide on advertising message strategy:

Message idea

Copy platform

Message or creative format


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Steps in Planning Advertising

6. Select advertising media.

7. Decide on timing of advertisements.

8. Pretest advertisements.9. Prepare final advertising plan and budget.

10. Measure and evaluate advertising success.


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Categories of Advertising Objectives

1. Informative advertising.

2. Persuasive advertising.3. Reminder advertising.

RIP acronym = Remind - Inform - Persuade


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Advertising Objectives

1. Informative advertising:

To create awareness of the organization.

To explain the characteristics of the

organization. To correct false impressions about the

organization.

To reduce peoples apprehensions or fears

about visiting the organization. To build or enhance the organizations image

or position.


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2. Persuasive advertising:

To increase customer preference for the

organizations services. To increase customer loyalty to the

organization.

To encourage customers to switch from using

a competitive organization. To convince customers to book at the

organization now or in the future.

To change customers perceptions.


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3. Reminder advertising:

To remind customers about where they can

book the organizations services. To remind customers about facilities or

services that are unique to the sponsoring

organization.

To remind customers about when they shouldbook or reserve the organizations services.

To remind customers of the existence of the

organization.


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Difference between Consumer and

Trade Advertising

Consumer advertising: aimed at the customers

who will actually use the hospitality and travelservices being promoted.

Trade advertising: aimed at the travel trade

intermediaries who will influence customersbuying decisions.


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Advertising Message Strategy

The advertising message strategy describes

what is to be communicated and how it is to be

communicated. It consists of the:

Message idea: the main theme, appeal, or

benefit to be communicated in the message.

Copy platform: a written statement that fully

describes the message idea.

Message or creative format: a broad creative

approach used to communicate the message

idea to the target audiences.


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Message or Creative Formats

Testimonial.

Slice of life.

Analogy, association and symbolism. Trick photography or exaggerated situations.

Word plays or made-up phrases.

Honest Twist.

Fear.

Comparisons.


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Advertising Media Selection

Considerations

Target markets and their reading, viewing, and

listening habits.

Positioning approach, promotional goals, and

advertising objectives. Media evaluation criteria.

Relative strengths and weaknesses of each

media alternative.

Creative requirements. Competitive media placements.

Approximate total advertising budget

available.


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Media Evaluation Criteria

Costs.

Reach.

Frequency. Waste.

Lead time and flexibility.

Clutter and dominance.

Message permanence.

Persuasive impact and mood.


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Newspaper Advertising: Advantages

High reach.

High geographic concentration.

Good frequency.

Tangibility. Short lead times (flexibility).

Relatively low cost.

Ability to communicate detailed information.

Ability to place in most appropriate location.

Ability to schedule to exploit day-of-week

factors.


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Newspaper Advertising:

Disadvantages

High waste factor and inability to

target.

Limitations on creative format.

Relatively poor reproduction quality.

Clutter.

Short life span.

High cost of national coverage.


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Magazine Advertising: Advantages

Tangibility.

High audience selectivity.

Good reproduction quality. Long life span and good pass-along rate.

Prestige and credibility.

Ability to communicate detailed

information.


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Magazine Advertising: Disadvantages

Limitations on

creative format.

Clutter.

Low reach. Low frequency.

Long lead

times. Relatively expensive.

Difficulties in

geographic targeting.

Inability to schedule toexploit day-of-week

factors.


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Television Advertising: Advantages

Potentially high reach.

High persuasive impact.

Availability of uniform national coverage. Exploits day-of-week and time-of-day

factors.

Some geographic and demographic

selectivity.


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Television Advertising: Limitations

High total cost.

Short life span.

Inability to transmit detailed information. Clutter.

Relatively high waste factor.


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Radio Advertising: Advantages

Relatively low cost.

Audience selectivity.

High frequency. Short lead times (flexibility).

Exploits time-of-day and day-of-week factors.


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Radio Advertising: Disadvantages

No visual communications.

Cant transmit complex messages or

detailed information. Short life span.

Clutter.

Shared attention.


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Direct Mail Advertising: Advantages

Audience selectivity.

Highly flexible.

Relatively uncluttered.

High level of personalization.

Ability to measure response.

Tangibility.

Low minimum cost. Short lead times.


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Direct Mail Advertising: Disadvantages

Junk mail syndrome and high

discard rate.

Relatively high total cost. Limitations on creative format.


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Outdoor Advertising: Advantages

High reach and good frequency.

Geographic selectivity.

Relatively uncluttered.

Long life span.

Large size.


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Outdoor Advertising: Disadvantages

High waste factor and inability to

target.

Relatively long lead times.

Cant transmit complex messages ordetailed information.

Not prestigious.

Limitations on creative format.

Inability to schedule to exploit day-of-work or time-of-day factors.


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Interactive Media: Advantages

Cost effectiveness.

Easy to modify.

Interactive content.

International reach.

Expanding market.

Constant availability.

Ease of traffic measurement.


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Interactive Media: Disadvantages

Privacy concerns.

Partial market coverage.

Navigation problems.

Loss of control.


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How the Hospitality and Travel

Industry Uses Advertising Media

Fast-food companies tend to focus

upon and emphasize television

advertising. Airlines tend to place an emphasis on

newspaper advertising.

Hotel companies tend to use a

combination of media. Everyone is moving toward more

advertising on the World Wide Web.


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Roles of Advertising Agencies

Advertising planning.

Creative services. Media services.

Research services.

Sales promotion and merchandising

services.


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Advantages of Using

Advertising Agencies

Employ the best creative minds in

advertising.

Have accumulated experience fromworking with a wide diversity of

clients; have a broader perspective

and are more objective.

May save the organization money.

Agencies are more familiar with media

and media vehicles.

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