L23_Tourism Promotion

L23_Tourism Promotion - + Lecture 23 Tourism Promotion...

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+ Click to edit Master subtitle style Lecture 23 Tourism THM1311 Introduction to Tourism and Hospitality Management
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+ Chapter Objectives 1. The concept of promotion 2. Promotional methods which are most effective during the various stages of the visitor’s buying process 3. Procedures involved in implementing a promotional program 4. New media for tourism promotion 22 Tourism Promotion
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+ Promotion in Marketing 4 P’s of Marketing n Product n Price n Promotion n Place (Distribution) 33
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+ Definition, Goals, and Types of Promotions Promotion = Communication (seller and buyer) The ultimate goal of promotion is behavior modification. The effectiveness of different types of promotions varies with product life cycle (PLC) stage. 44
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+ Definition, Goals, and Types of Promotions Three types of promotions: 1. Informative promotions : most effective at the earlier buying process of stages of attention and comprehension. 2. Persuasive promotions : work better at intermediate buying process stages (to change attitudes, develop intentions to buy, and to initiate purchase). 3. Reminder promotions : more effective after the first visit to the destination or first use of the organization’s service. 55
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+ Promotion and the Visitor’s Buying Process Attention Comprehensio n Attitude Intention Purchase Adoption Behavior Modification INFORM PERSUADE REMIND Goals of Promotion Visitors’ buying process 66
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+ Procedures in Implementing a Promotional Program 1. Select the Target Market 2. Develop promotional Objectives 3. Establish the promotional Budget 4. Determine the Message Idea 5. Select the Message Format 6. Select Promotional Mix Elements 7. Select Promotional Media 8. Measure and evaluate Promotional Effectiveness 77
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+ 1. Select the Target Market
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This note was uploaded on 04/25/2011 for the course TOURISM & 1311 taught by Professor Lee during the Spring '11 term at Temple.

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L23_Tourism Promotion - + Lecture 23 Tourism Promotion...

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