2105hsl 8 promo analysis (1)1

2105hsl 8 promo analysis (1)1 - Topic 8 Promotional Design...

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Topic 8 Promotional Design Principles for Travel and Hospitality Products "On the average, five times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money."
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Learning Objectives 1. Appreciate the importance of travel and hospitality brochures as a marketing tool 2. Identify design features of brochures consumers find most useful and should be used in brochures 3. Consider production and distribution decisions of brochures
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Review of the Promotional Mix (Forms of Communication) Advertising: paid for forms of communication Publicity: non-paid communications Personal Selling: direct personal sales communications Presentation: direct/indirect service communications Merchandising: free or paid for communications of product brand
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Review of Communication Channels (Delivery Systems Print Channels: in flight/in room magazines, newspapers/magazines, brochures Electronic/digital channels: in flight/in room DVDs, television, radio, mobile phone, internet, e- brochures Billboards: shop window (p.o.s), bus/taxi signage, highway signage Word of mouth/personal: friends, blogs (e-W.O.M) V.I.Cs, concierge, activity desks Trade displays: tourism exchanges, famils
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The Role of the Brochure
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