Professional Documents
Culture Documents
PROMOTION
Objectives of promotion
To
To
To
To
To
create awareness,
generate interest,
stimulate sales,
meet competition,
create image.
Promotional Mix
Promotional mix refers to the combination of the promotional
elements (advertising, sales promotions etc.
Promotion mix is the combination of different methods of
promotion.
Tourist enterprises use different methods of communication to
achieve their objectives.
1.
2.
3.
4.
5.
6.
Advertising
Public relations
Sales promotions
Personal selling
Merchandising
Direct marketing
Advertising
advertising is defined as any paid form of non-personal
presentation and promotion of ideas, goods, or services
by an identified sponsor (Reid, p. 386).
Advertising can be in the forms of advertisement in
newspapers, magazines, billboards, sides of public
transports posters, TV commercials, radio and others.
Characteristics of Advertising
Paid form, It is a form of advertisement that company
paying for the space (newspapers and magazines) or
time (television and radio) and they have a complete
control over the printed advertisement.
Non-personal, A form of mass media advertisement
without any personal contact or interaction between the
seller and the potential buyer.
Identified sponsor, All advertising has an identified
sponsor, whether it is for commercial or non-commercial
endeavor.