Advr vs Publicity

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2008, Educational Institute

Chapter 7Advertising, Public Relations,

and PublicityHospitality Sales and Marketing

Fifth Edition(472TXT or 472CIN)


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2008, Educational Institute 1

Competencies for

Advertising, Public Relations,

and Publicity

1. Outline the reasons that hospitality firms advertise,

and describe types of advertising.2. Describe how hospitality firms develop and execute

advertising plans, and summarize how hospitality

firms use advertising agencies.3. Describe the role of public relations and publicity in

reaching prospective guests.


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Newspaper Advertising

AdvantagesWidely read

Sections target specific

markets

Choice of ad sizes

Ads can be placed atthe last minute

Rates are relatively low

Disadvantages

Few people read theentire newspaper

Short reading life

Sections can becluttered with many ads

Printing quality isoften poor


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Magazine Advertising

Advantages

Can target specific audience

High production quality

Often national in scope

Longer reading life

Disadvantages

Long lead time Higher production costs

Ad may be placed next to a competitors ad


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Directories

General (dining guides, yellow pages in

telephone directory)Hotel

Trade


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Radio Advertising

Advantages

Heard by over 80%of the public daily

Low costs

Flexible

Effective in buildingconsumer recognition

Disadvantages No visual image

Ads cant be saved for

future referral

Listeners mightconfuse your ad withother ads

Ads must be broadcastover several stationsat frequent intervalsfor maximum effect



Television AdvertisingAdvantages

Excellent saturation medium

Ad message can be enhanced with visualsDisadvantages

High cost

Difficult to target a specific audience



Video AdvertisingAdvantages

Shows facilities at their best

Can show a variety of setups

Can show the property at different

times of the year



Other Electronic Media

The Internet CD-ROMs

Fax machines



Direct Mail Advertising

Advantages

Targetable

Personal

Conspicuous

Flexible

Designed for prospectinvolvement and action

Easily cost-controlled,easily tested and measured

Disadvantages Junk mail perception

Mailing lists may be

expensive or becomeineffective quickly

Rising postage andproduction costs



Outdoor Advertising

Property Sign

Advantages

Call attention to your property

Can promote unique features, specials,and special events

Can be used to welcome groups

Disadvantages Low viewership

Can become lost in clutter of other signs

(continued)



Outdoor Advertising

Billboards

Advantage

Large display area

Disadvantage Cant use extensive copy

(continued)



Display Advertising

Posters Transit cards

Scale models


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Collateral Materials

Brochures

Posters Fliers

Tent cards

Specialty items


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Alternative-Media Advertising

Movie theater advertising

Sponsorship advertising

In-flight advertising

Inserts in billings

High-flying advertising Retailer tie-ins


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Advertising Agencies

Full-service ad agencies

la carte ad agencies

Creative shops or boutiques

Media-buying services


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Public Relations and Publicity

Public relations: the process of

communicating favorable informationabout the firm to the public

Publicity: the medias gratuitous mentionof your firm


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Press Relations Guidelines

Prepare news releases properly

Avoid duplication

Be honest

Respect deadlines

Advr vs Publicity

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