Tourism & Hospitality Marketing

1. Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

2. Lec.11 Communication Mix (Advertising, Publicity, and Public Relations) Tourism & Hospitality Marketing Tamer Zakaria

3. Outlines Part 1- Advertising • Advertising. • Tourism & Hospitality Advertising Objectives. • Advertising Guidelines. • The Six-Step Advertising Process. Part 2- Publicity and Public Relations • Publicity. • The Role of Public Relations. • Major Activities of Public Relations. • The Public Relations Process. Tourism & Hospitality Marketing Tamer Zakaria

4. Part 1 Advertising Tourism & Hospitality Marketing Tamer Zakaria

5. Advertising • Advertisingis any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising is ideally used for • Establishing awareness. • Creating image(s). • Creating lifestyle associations. Tourism & Hospitality Marketing Tamer Zakaria

6. Tourism & Hospitality Advertising Objectives • Differentiating tourism and hospitality properties, products, and services from those of competitors. • Promising and delivering benefits that meet or exceed guest wants and needs. • Relating to guests and making tourism and hospitality services more tangible. • Providing guests with desired visual images of the tourism and hospitality providers and offerings. • Supporting guests’ purchase decisions. • Generating interest on the part of potential guests. Tourism & Hospitality Marketing Tamer Zakaria

7. Continued • Creating positive influences on employees. • Positioning tourism and hospitality providers and offerings appropriately. • Generating sales. • Gaining and maintaining market share. Tourism & Hospitality Marketing Tamer Zakaria

8. Advertising Guidelines • Know your product or service. • Advertise as part of the total marketing strategy. • Develop a proposition. • Create a platform. • Be realistic about the level of expectation. • Review for customer needs. Tourism & Hospitality Marketing Tamer Zakaria

9. The Six-Step Advertising Process • Identify your purpose. • Target your audience. • Select a medium. • Create the Ad. • Place and time the Ad. • Fulfill expectations. Tourism & Hospitality Marketing Tamer Zakaria

10. Part 2 Publicity & Public Relations Tourism & Hospitality Marketing Tamer Zakaria

11. Publicity • Publicity, a major tool of public relations, refers to unpaid communications by media regarding tourism and hospitality properties, their offerings, operations, activities, and personnel. • It supports advertising and the other communication mix ingredients. Tourism & Hospitality Marketing Tamer Zakaria

12. The Role of Public Relations • Public Relations – an element of the communication mix directed at gaining public understanding and acceptance and building goodwill. • The major function of public relations in the communication mix is managing media and community perceptions of tourism and hospitality businesses. Tourism & Hospitality Marketing Tamer Zakaria

13. Major Activities of Public Relations • Press relations. • Product publicity. • Corporate communication. • Lobbying. • Counseling. Tourism & Hospitality Marketing Tamer Zakaria

14. The Public Relations Process • Researching to understand the firm’s mission, culture, and target of the communication. • Establishing marketing objectives. • Defining the target audience. • Choosing the PR message and vehicles. • Implementing the marketing PR plan. • Evaluating PR results. Tourism & Hospitality Marketing Tamer Zakaria

15. At the End Thank You Tourism & Hospitality Marketing Tamer Zakaria