Communication Mix Advertising and PR

Communication Mix:
Advertising, Merchandising, Sales Promotions,

Personal Selling and Public Relations
Lecture by
Luh Micke Anggraini
© Anggraini 2007 Manajemen Pemasaran Hotel

Objectives
To understand the framework of
communication mix strategy
To differentiate between the

elements of communication mix
To analyse the effectiveness of

each communication mix elements
for a certain hospitality products
and services
To plan and improve the quality of

communication mix for hospitality
products and services

Hospitality Communication Process
Message Encoded Communication Target Decoded Recipient
Message CHANNELS Message
Sender Market Reactions:
:
•Headlines •Newspaper
•Guests
Hotel •TV, Radio Positive or
•Words •Brochures
•Meeting Planners Interpretation
•Restaurant •Symbols •Billboards
•Convention
Bureaus
Negative
•Illustration •Direct Mail •Travel Agents Behavior
FEED BACK

What is Communication Mix?
Communication mix is
A hospitality provider’s blend of media and messages used
to communicate with target markets.
It includes
 Advertising
 Merchandising
 Promotions
 Personal selling
 Public Relations
 Publicity

Hospitality
Communication
Mix
Communications
Components Vehicles
MEDIA
Advertising •Newspaper
•Merchandising •TV
•Promotions •Radio
•Personal Selling
MESSAGE
•Public Relations •Theme/ idea
•Publicity •Illustration
•Text
Target Markets
What is Advertising?
Advertising refers to mass communications (paid
for) about the products and services offered
Ads can use the media:

1. Printed Media: Newspaper, Magazine
2. Outdoor: Billboard, Signage Board, Banner
3. Audio/ & Visual: Radio, TV, Video, Film
4. Internet (.com, news portal: www.detik.com , etc)

The objectives of advertising
1. Informative advertising:
to introduce new product category
2. Persuasive advertising:
as competition increases, to attract selected
demand
3. Reminder advertising:
For mature products, to keep customers
thinking about the hotel/ restaurant

Selecting media for advertising
1. Reach the largest number of actual & potential guests at

lowest cost (within budget limit)
2. Communicate effectively, directly to target markets
3. Best fit the positioning and image requirements
4. Affordable
5. Flexible to changes
6. Have guest acceptability

Advertising Strategy
1. Creative Advertising: under budget
2. To be individually exposed
3. Eye catching: colour, size, images, feature
4. Involve the reader: to call back, to fill the coupon, to bring the ads
to get the special price, to send love letter to a company, etc
5. Using billboard in strategic locations instead of TV (for frequent

domestic guests)
6. Not only informing about the product, but also selling the product

AIDA
Criteria of effectiveness:
1. get attention
2. generate interest
3. create desire (want)
4. stimulate action to buy

Examples of Advertising

What is Internal Merchandising ?
 Merchandising deals with marketing products and services
to guest once they are in a hotel or in a restaurant.
 It includes:
 Display cards
 Tent cards
 Posters
 In house TV channels
 Various giveaways/ gifts

What are Sales Promotions ?
Sales Promotions are
Activities designed to generate sales in the short run.
Purposes:
• Generating new business
• Stimulating sales during slow periods or off seasons
• Creating guest awareness
• Encouraging guests to try hospitality products and services
• Winning customers from competitors
• Countering competitors’ actions
It includes
Direct mailing, samples, contests, brochures,
special events, coupons and reduced prices (discounts).

Personal Selling is
• direct contact between a sales person and a customer
• with direct dialog
• the most effective form of communication mix
Advantages
• Sales person can receive direct / immediate feed back
• Having opportunity to adjust to specific situation
Must be carefully planned and organized

e.g. a formal presentation to conference planner

How to sell your products?
Clearly understand exactly what and to whom you
are selling
Listen carefully to your customer and come up

with good product solutions
Don’t sell the product but sell the benefits to the

customers
Product
Ask Listen Understand Presentation
Solution

What is Public Relations?
PR is activities to create or to improve a positive impression
of public, by maintaining a good relationship among
the stakeholders.
Main duties:
• Media relations -- Media check list
• Press release - The press kit - Handling press inquiries
• Handling advertising news and media coverage
• Updating mailing and contact lists
• Photography
• Product publicity: e.g. Food Festival, newly renovated hotel, VIP
• Organisation publications (e.g. new appointed manager)
• Employee relations
• Community relations
• Corporate identity
• Lobbying - legislation, governmental relations, local interests
• Crisis Management

Examples of
Public Relations Activities
Charity
Blood donations
Hosting community events
Sponsoring community events
Giving scholarships
Press release: VIP, Celebrity
Staff party
Hosting Media Fam-trip
Company calendar, Greeting
Cards, etc.

Volume/ Profit
50
40
30
20
10
0
Introduction Growth Maturity Declining
-10 Periods
-20
•ADV •ADV • ADV •ADV
•PR •PR • PROMO •PROMO
Manajemen Pemasaran Hotel
© Anggraini 2007 •PS
CURRENT ISSUE
Manajemen Pemasaran Hotel

© Anggraini 2007
Communication Mix Interpretations
1. Purpose
2. Target & Objectives
3. Theme & Content
4. Format
5. Media
6. Frequency & Continuity
7. Possible Interpretation by customers or
misinterpretation
8. Overall: How effective?
Group Assignment:
Communication Mix Interpretations
Work in a group of 3 students You should analyse:
Find 3 types of communication 1. Purpose
mix of a real hotel/ restaurant 2. Target & Objectives
uses to promote its products and
3. Theme & Content
services
4. Format
Analyse the effectiveness of
each CMix 5. Media
Make a report on A4 paper 6. Frequency & Continuity
(typed), 7. Possible Interpretation by
Submit your assignment by customers or
misinterpretation
20 May 2009
8. Overall: How effective?

Managing Sales Department
Lecture by
Luh Micke Anggraini

How to manage Sales Department?
SALES MANAGEMENT SALESMANSHIP
SALES ADMINISTRATION CONCEPT & TECHNIQUES :

• Determine sales objective • customer orientation
• Establish territories • guest encounter
• Allocating sales reps • how to communicate directly
• Setting quotas • how to influence customers
• Assess performance • how to influence decision makers
B to B or B to C
SALES FORCE MANAGEMENT SALES METHODS:

• Selecting & Recruiting • Giving Presentation
• Training • Providing Samples
• Organizing • Testimonials
• Directing and Motivating •Using audio- visual aids to market
• Controlling hotel/ restaurants
Sales & Marketing Organization
DIRECTOR OF
SALES & MARKETING
CONVENTION PR / MARKETING-
SALES RESERVATION
SALES COMMUNICATION
MANAGER MANAGER
MANAGER MANAGER
RESERVATION
DOMESTIC SALES
STAFF
GROUP SALES
TRAVEL AGENT
ACCOUNT- SALES

Activities in Sales & Marketing Department
1. Contacting groups and individuals (new and current)
2. Preparing sales kit
3. Advertising in print and on radio, TV and internet
4. Creating direct mail and public relations campaign
5. Participating in trade shows
6. Visiting travel agents (Sales Calls)
7. Arranging familiarization tours for travel agents (Fam-trip or
Site inspections) to stimulate sales
From
8. Participating in community activities a business
that raise the perspective:
community
NOTHING really HAPPENS
“awareness” of the hotel/ restaurant
UNTIL a SALE is MADE
9. Handling complaints
10. Preparing sales reports
11. Making the SALE

Communication Mix Advertising and PR

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Communication Mix:

Advertising, Merchandising, Sales Promotions,

© Anggraini 2007 Manajemen Pemasaran Hotel

To differentiate between the

To analyse the effectiveness of

To plan and improve the quality of

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

Ads can use the media:

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

1. Reach the largest number of actual & potential guests at

2. Communicate effectively, directly to target markets

3. Best fit the positioning and image requirements

6. Have guest acceptability

© Anggraini 2007 Manajemen Pemasaran Hotel

3. Eye catching: colour, size, images, feature

5. Using billboard in strategic locations instead of TV (for frequent

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

Must be carefully planned and organized

© Anggraini 2007 Manajemen Pemasaran Hotel

Listen carefully to your customer and come up

Don’t sell the product but sell the benefits to the

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

Manajemen Pemasaran Hotel

© Anggraini 2009 Manajemen Pemasaran Hotel

© Anggraini 2007 Manajemen Pemasaran Hotel

SALES ADMINISTRATION CONCEPT & TECHNIQUES :

SALES FORCE MANAGEMENT SALES METHODS:

© Anggraini 2007 Manajemen Pemasaran Hotel

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