A PRESENTATION ABOUT DIFFERENT TYPES OF ADVERTISING STRATEGIES AND MAKING ADVERTISING PLAN

1. A GUIDE TO EFFECTIVE
ADVERTISING
Sem VIII Unit I
1 Peeyush Srivastav, BCIHMCT, NEW DELHI

2. DEVELOPING ADVERTISING PLAN
 No matter what strategy is used, your advertising must
promote your firm in a memorable and cost effective way.
Four characteristics reach; Frequency, consistency, and
Timing play important roles in all successful advertising
strategies.
2 Peeyush Srivastav, BCIHMCT, NEW DELHI

3.  Reach
 It refers to the no of different individuals or homes
exposed to an advertising message at least once during a
specified time period.
 Frequency
 It is a measure of how many times the average person in
the target market is exposed to the advertising message
over a specified time period?
3 Peeyush Srivastav, BCIHMCT, NEW DELHI

4.  Consistency
 It plays an important part in consumer recognition of
your hotel or restaurant.Your advertising will be far more
effective if it has a consistent look and, in the case of
broad cast media, a consistent sound
 Timing
 It involves scheduling advertising for those times when it
will be most effective. The news paper advertising bureau
recommends timing advertisements to coincide with
seasonal sales patterns –promoting summer vacation
packages just before the season.
4 Peeyush Srivastav, BCIHMCT, NEW DELHI

5. ADVERTISING STRATEGIES
 An important part of any advertising plan is deciding on
advertising strategies. The three strategic options are:

 Differentiation
 Segmentation
 A combination of two
 Cooperative advertising
 Reciprocal advertising
5 Peeyush Srivastav, BCIHMCT, NEW DELHI

6.  In Differentiation, you emphasize how your hotel is
different from others. The advertising must aim at some
meaningful differences like uniqueness of location,
consistent and reliable service, theme based restaurants
are positive USPs that you can use to start the
advertisement campaign.
6 Peeyush Srivastav, BCIHMCT, NEW DELHI

7.  In Segmentation, your strategy can be to target a
specific segment which has been left untapped under a
particular marketing segment like – Women business
travelers under business travelers, which can be used to
start the advertising campaign.
7 Peeyush Srivastav, BCIHMCT, NEW DELHI

8.  Combination – In this strategy, both the differentiation
and segmentation strategies are selected to form the
advertising plan. A specific market segment is selected to
advertise and an attempt is made to differentiate your
property from other properties by offering unique
benefits that will be of interest to the selected segment.
8 Peeyush Srivastav, BCIHMCT, NEW DELHI

9.  Cooperative advertising - It involves advertising in
conjunction with another advertiser. There are two types
of corporative advertising - Horizontal and vertical.
Horizontal co-op advertising involves similar business,
such as several hotels that pool resources to promote
their destination city.Vertical co-op advertising, on the
other hand involves several different types of businesses
such as a hotel and airline that cosponsor an
advertisement benefit both parties.
9 Peeyush Srivastav, BCIHMCT, NEW DELHI

10.  Reciprocal advertising
 It is the exchange of hospitality product or services
(rooms, food and beverages etc...) for advertising space
or airtime. This type of advertising can be especially
effective for firms with limited budget
10 Peeyush Srivastav, BCIHMCT, NEW DELHI

11. BUDGETING FOR ADVERTISING
 Before establishing an advertising budget, you should
consider a number of variables that will affect the kind of
advertising budget you will use,

 The size and type of the hospitality firm – The size
of your property and the types of services and facilities it
offers will greatly influence the amount of money
necessary to effectively advertise it.
 The competition – Advertising budget are also affected
by how much the nearest competitor is spending on its
advertisement campaigns.
11 Peeyush Srivastav, BCIHMCT, NEW DELHI

12.  Marketing objectives – Advertising budget should be
made keeping in mind the objectives of the firm.
Expansion or growth of the hotel chain would invite
more investment.
 Target markets – The number and size of the market
also determines the property’s overall advertising budget.
12 Peeyush Srivastav, BCIHMCT, NEW DELHI

13.  THANK YOU FOR YOUR
PATIENCE AND
UNDERSTANDING………………….
 ANY QUESTIONS ????
13 Peeyush Srivastav, BCIHMCT, NEW DELHI