2 S&M 8 Prof. Dr. P. Zamaros 2014
DAY 8
19. Behavioral base 5 – promotional goals
Purpose: account for analog and digital promotional means
Activity : evaluating the effect of ads
20: Advertising and the advertising mix
Purpose: explore meaning transference in analog and digital
advertising means
Activity : detailing the behavioral base
Marketing as articulation implies
bringing guests and hoteliers in a
continuous relationship.
Advertizing thus plays the role of
enacting the articulation.
The key aspect of this enactment
is language.
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19. Behavioral base 5 – promotional goals
A) Principle
S&M 8 Prof. Dr. P. Zamaros 2014
What is language?
The typical answer that “language is a means of
communication” says what language does but not what
language is.
Hence the distinction between:
• The being of language i.e. what language is
• The doing of language i.e. the effect of language
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19. Behavioral base 5 – promotional goals
B) Language
S&M 8 Prof. Dr. P. Zamaros 2014
Language is the union in signs of signifiers and signifieds.
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19. Behavioral base 5 – promotional goals
B) Language
S&M 8 Prof. Dr. P. Zamaros 2014
The usual concept of “communication” as the words or meanings to
make common or to be imparted, is misleading because since words
and signs are exchanged, thus assumed to be understood, language is
public and there is nothing to be made common because it is already
common (i.e. there is assumed volition whereas there is none).
At best, “communication” can signify a mise en commun, the attempt
to find a commonality (and not completed commonality)
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19. Behavioral base 5 – promotional goals
C) Communication
S&M 8 Prof. Dr. P. Zamaros 2014
Language brings about meaning because it carries meaning -
metafora.
Thus is a tool for communication, but not in the sense of an
exchange of words and signs.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
In its metaphoric function,
language is involved in the
transference of meaning from
one term to another.
To extend: pictorial metaphors
(ads, pictures, sketches,
logos etc.) are visual
statements that transfer
meaning.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
Example: in this
Madison ad there is
transference of 3
ideas, SERVICE,
GRACIOUSNESS,
and TRADITION on
the Bellboy and 2
objects.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
It the purpose of pictorial metaphors is to pass on meaning,
ideas, values, it also serve the purpose of capturing attention.
The achievement of these purposes depends on relevance, i.e.
that the pictorial metaphor “speaks” to the guest, which in turn
implies knowledge of the pictorial codes and language.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
Example: this NH Hotels
advertisement was
placed on Iberia airline’s
headrests illustrating the
different activities offered
by NH Hotels: golf,
beach, sauna, and spa.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
In informing their guests, hoteliers
make use of visual means
that transfer meaning from the
organization to the guests.
The metaphoric action is double:
• In the process of transference
• In the visual means
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
Hoteliers are thus seen as makers of metaphors to select,
suppress, and organize features.
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19. Behavioral base 5 – promotional goals
D) Metaphor
S&M 8 Prof. Dr. P. Zamaros 2014
The purpose of the metaphoric function of advertisements is to
• Get the guest’s attention – attention
• Give the guest the answer to “What’s in it for me with this
product?” – interest
• Create the desire to experience the product – desire
• Ask the guest to take action – action
The 4 purposes are known as the AIDA model.
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19. Behavioral base 5 – promotional goals
E) AIDA
S&M 8 Prof. Dr. P. Zamaros 2014
Use the AIDA model in
the following ads:
Ad 1: Heinz
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19. Behavioral base 5 – promotional goals
AIDA Activities
S&M 8 Prof. Dr. P. Zamaros 2014
Ad 2: Cayenne Italia
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19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 3: Sazingg
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19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 4: Pepsi
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19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 5:
McDonald’s
19 S&M 8 Prof. Dr. P. Zamaros 2014
19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 6:
Hans
Brinker
Hotel
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19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 7: RH
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19. Behavioral base 5 – promotional goals
AIDA Activities
Ad 7: Brown Palace
Hotel
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19. Behavioral base 5 –
promotional goals
AIDA Activities
Typically information flows from the
hotelier to the guest with the
assumption that the hotelier has
encoded meanings that the guest
understands.
Seen otherwise, the encoded meanings
are the result of internal organizational
activity, hence organizational decision-
making.
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19. Behavioral base 5 – promotional goals
F) Information flows
S&M 8 Prof. Dr. P. Zamaros 2014
However, in a relational
approach, information flows
both ways: where the hotelier
seeks to pass on information,
the guest, in finding the
information relevant, partakes
in this communication.
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19. Behavioral base 5 – promotional goals
F) Information flows
S&M 8 Prof. Dr. P. Zamaros 2014
The advertising mix
refers to the various
chosen means of
advertising. Thus there
are several types of
advertising, whether of
analog or digital format.
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20: Advertising and the advertising mix
A) Advertizing mix
S&M 8 Prof. Dr. P. Zamaros 2014
Outdoor advertising (analog) aims at displaying the products on
boards located along streets and highways to heighten awareness
and recognition of the product
• Plus: they have a great deal of flexibility and can attract impulse
consumers
• Minus: limited message that can be conveyed; the cost of
production and maintenance; difficulty of measuring its
effectiveness.
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20: Advertising and the advertising mix
A) Advertizing mix
S&M 8 Prof. Dr. P. Zamaros 2014
Displays (analog) include
advertising materials such
as transit card, stand
posters and leaflets; they
are usually located in
places such as buses and
taxis, transportation
terminals and trade
shows.
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20: Advertising and the advertising mix
A) Advertizing mix
Displays (cont.)
• Plus: they are especially
effective at airports and
trade shows
• Minus: high cost for
producing quality
eye-catching displays
when considering their
limited audience.
28 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Collateral materials (analog)
include brochures, posters, fliers
and tent cards, gadgets designed
to promote goods and services.
They can be used as in-house or
off-property promotional tools; can be designed for specific groups.
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20: Advertising and the advertising mix
A) Advertizing mix
Collateral materials (cont.)
• Plus: good reminders of a purchasing and shopping experience
• Minus: high cost of production and distribution; difficulty in
measuring their effectiveness.
30 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Print advertising (analog) media includes newspaper, magazine and
directories. Newspapers are the most common advertising tools
because they are widely read, and are an ideal medium to reach the
local community.
• Plus: a good source of word-of-mouth advertising; used to target
specific readers; flexible and inexpensive
• Minus: finding the ideal position; can be cluttered with ads
reducing the sought-for impact
31 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Print advertising (cont.)
Magazines have the advantage of more
readers per copy than newspapers.
• Plus: provide a sophisticated, exciting format to cater for a
specific audience, for a longer life, with credibility, quality and
readability.
• Minus: high prices and geographical limitations
32 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Direct mail advertising (analog)
includes direct mail pieces,
especially letters, fliers and
simple newsletters.
• Plus: can be relatively inexpensive to prepare even if color is
used; they are traceable.
• Minus: high costs if it is used to blitz large target markets;
recipients may also be annoyed by direct mail advertising.
33 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Broadcast media (audio)
includes radio, television and
video; the cost factor in terms
of the cost of the production
and the nature of the media
itself are often a drawback.
34 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
A) Advertizing mix
Internet media (digital)
includes websites,
links, and use of social
platforms
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20: Advertising and the advertising mix
A) Advertizing mix
Careful attention to both the
purpose of advertising and the means is necessary.
An advertising plan should be developed to enable the firm to
reach its selected target markets within a predetermined cost.
36 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
B) Managing the mix
Consider the following issues:
1. Decide on advertising media.
2. Consider advertising agencies, reciprocal advertising and
co-operative advertising.
3. Reach the largest number of potential customers at the
lowest cost per customer.
4. Deliver an adequate selling message.
5. Make the customer identify with the hotel.
37 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
B) Managing the mix
6. Repeat the message on a frequent basis.
7. Be flexible enough for special promotions.
8. Cover the targeted marketing areas or
audiences.
9. Offer the “least-waste” coverage.
10. Find the best fit the property in terms of
image and prestige.
11. Respect the advertising budget.
12. Must be affordable without sacrificing other
important media coverage.
38 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
B) Managing the mix
The following:
1. Differentiation: emphasis on how a product is different from its
competitors.
2. Segmentation: advertising can be developed to appeal
specifically to it.
3. Combination: combining differentiation and segmentation where
a specific market segment is selected to advertise to and an
attempt is made to differentiate a product by offering unique
benefits that will be of interest to the selected segment.
39 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
C) Strategies
The following characteristics play important roles in all 3 strategies:
Reach: the number of different individuals or homes exposed to an
advertising message at least once during a specified time period;
advertising costs increase as the reach goals increase; added reach
requires more advertisement or the use of additional media outlets.
Frequency: the number of times the average person in the target
market is exposed to the advertising message over a specified time
period.
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20: Advertising and the advertising mix
C) Strategies
Consistency: a property’s advertising is far
more effective if it has a consistent look and
in the case of broadcast media a consistent
sound; consistency produces a greater
recognition of the property.
Timing: advertising should be scheduled for
those times when it will be most effective;
timing advertising is to coincide with
seasonal sales patterns.
41 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
C) Strategies
Advertizing strategies aim at creating brands as the unique
combination of product features and added values, both functional
and non-functional through
brand saliency i.e. how
positive and emotionally
close guests feel towards
the brand.
In addition to emotions
brands hold practical,
and social roles. 42 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
D) Branding
Given the emotional aspects
involving brands, it is useful
to think about products and
offers not in terms of their
life-cycle but their S-curve.
43 S&M 8 Prof. Dr. P. Zamaros 2014
20: Advertising and the advertising mix
D) Branding
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