Resources for Communication Skills
Sunday, February 3, 2008
Marketing communication
Marketing communication in the tourism and hospitality industries
Facts about ads
l Approximately $US400 billion is spend on advertising each yea in the world (over $US200 billion in the
l The average consumer is exposed to hundreds of ads every day.
l By the time we die we will have spent an estimated one and a half years watching TV commercials.
Source: Sutherland, M., & Sylvester, A. (2000). Advertising and the mind of the consumer.
Today’s topic
Marketing communication in the tourism and hospitality industries
Outline of the topic
Purposes of the speech
l Understanding …
l the tourism and hospitality industries.
l the process and function of communication.
l ways ads present.
l Tools in marketing communication and their applications.
Topic 1
Background Information
Tourism & hospitality industries
l Tourism industry
l Hospitality industry
l Characteristics of the industries
l High sales volatility
l High product perishability
l High fix cost
l Labor-intensive activities
Marketing communication (MC)
l Definition of MC
l Tools in MC
l Advertising ( Print \ Electric \ Transportation)
l Publicity
l Sales promotion
l Personal selling
l Packaging
l Events and sponsorship
Examples
l After watching the commercials, please answering the following questions.
l What are the “messages?”
l What are the “medium” that be used?
l Can you define the way (presentation style) of the commercials?
l Discovery Channel (mosquito, fish, meteor)
l Brandy’s (蜆精)
Topic 2
Theory
Theory
Topic 3
Culture factor
Image and reality
l Illusion
l Rabbit-duck
l a vase or two faces
l A young woman or an old lady
l The word “Liar” or a man’s faces
l Culture differences?
l Examples
l Butter
l Baby food
l Korean water
Butter
Baby food
Topic 4
Ways ads present
Elements that make up an ad
l Sex
l Humor
l Testimonial
l Music
l Spokesperson
l Animation
l Drama
Topic 5
MC tools
l Advertising
l Publicity
l Sales promotion
l Packaging
l Event and spaceship
Advertising--Print
Advertising—other forms
l TV (Airline ads)
l Radio (Hotel)
l Web (Coca cola JP)
l Transportation (Train 1, Train 2)
Other MC tools
l Publicity
l Spokesperson
l Sales promotion
l Coupon
l Fan
l Packaging
l Food package
l Wine
l Events and sponsorship
l Toy Collectibles, Action Figures
l Convention (tabasco)
l
Topic 6
Case
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