1. TOURISM MARKETING
PRESENTATION
(V MODULE)
Shibin Nazeem
Mohammed Ashfaque
Ahamed Fayez
Jipson John
Ranjith P.R
Hari Prasad V.B

2. Topics
Communication Mix
• Definition
• Components
• Characteristics
• In tourism & travel market
Public Relations
• Meaning
• Significance
• Methods & techniques
Role of various promotional units & their specific
strategies in developing international tourism in india.

3. COMMUNICATION MIX

4. The communication mix, also called promotion mix, has six
major elements (or tools or channels), viz., advertising, sales
promotion, events & experiences, public relations, personal
selling and direct marketing
Which tool or tools should be used or the nature of the mix is
determined by the marketing environment and the
company’s objectives and resources.
COMMUNICATION MIX

5. Definition:
“ the range of approaches and expressions of a
marketing idea developed with the hope that it
be effective in conveying the ideas to the diverse
population of people who receive it.”

6. Components
of
Communication Mix

7. Advertising
“Advertising is any paid form of non
personal presentation and promotion
of ideas, goods, or services by an
identified sponsor.”
“Advertising is any paid form of non
personal presentation and promotion
of ideas, goods, or services by an
identified sponsor.”
Print and broadcast ads
Packaging
Motion pictures
Brochures & booklets
Posters & leaflets
Directories
Display signs
Audiovisual material
Symbols & logos
Videotapes

8. Sales Promotion
Sales promotion is a variety short-term
incentives to encourage trial or
purchase of a product or service
Sales promotion is a variety short-term
incentives to encourage trial or
purchase of a product or service
Contests, games, lotteries
Premiums & gifts
Sampling
Fairs & trade shows
Exhibits
Demonstrations
Entertainment
Continuity programs

9. Events and Experiences
Events and experiences are Company
sponsored activities and programs
designed to create daily or special
brand related interactions.
Events and experiences are Company
sponsored activities and programs
designed to create daily or special
brand related interactions.
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities

10. Public relations & Publicity
Public relations &publicity- A variety of
programs designed to promote or
protect a company’s image or its
individual products .
Public relations &publicity- A variety of
programs designed to promote or
protect a company’s image or its
individual products .
Press kits
Speeches
Seminars
Annual reports
Company magazine
Charitable donations
Publications
Community relations
Lobbying
Identity media

11. Personal Selling
Personal Selling- Face to face interaction
with one or more prospective purchasers
for the purpose of making presentations,
answering questions, and procuring
orders .
Personal Selling- Face to face interaction
with one or more prospective purchasers
for the purpose of making presentations,
answering questions, and procuring
orders .
Sales presentations Samples
Fairs and trade Sales meetings
Incentive programs Shows

12. Direct Marketing
Direct marketing uses direct
communication with consumers to
generate a response in the form of an
order, a request for further
information, or a visit to a retail
outlet.
Direct marketing uses direct
communication with consumers to
generate a response in the form of an
order, a request for further
information, or a visit to a retail
outlet.
Catalogs Fax mail
Telemarketing Mailings
Electronic shopping E-mail
Voice mail

13. Characteristics
of
Communications Mix

14. Advertising-
Pervasiveness: permits the seller to repeat the message may times.
It also allows the buyer to receive and compare the message of various
competitors. Large scale advertising says something positive about the
seller size, power and success.
Amplified Expressiveness: Advertising provides opportunities for dramatizing
the company and its products through the art full use of print sound and
color.
Impersonality: The audience doesn’t feel obligated to pay attention or
respond to advertising. Advertising is a monologue In front of , not a
dialog with the audience.

15. Sales Promotion-
Communication- They gain attention and may lead the consumer to the
product.
Incentive- They incorporate some concessions, inducements, or contribution
that gives value to the customer.
Invitation- They include a distinct invitation to engage in the transaction now.

16. Events & Experiences-
Relevant- A well chosen event or experience can be seen as highly relevant
as the consumer gets personally involved.
Involving- Given their live, real-time quality, consumers can find events and
experiences more actively engaging.
Implicit- Events are more of an indirect “soft –sell”.

17. Public Relations & Publicity
High credibility- New stories and features are more authentic and credible to
readers than ads.
Ability to catch buyers off guard- Public relations can reach prospects who
prefer to avoid salespeople and advertisements.
Dramatization- Public relations has the potential for dramatizing a company
or product.

18. Personal selling-
Personal interaction- Personal selling involves an immediate and interactive
relationship between two or more persons. Each party is able to observe
the other’s reactions .
Cultivation- Personal selling permits all kinds of relationships to spring up,
ranging from a matter-of-fact selling relationships to deep personal
friendship.
Response- Personal selling makes the buyer feel under some obligations for
having listened to the sales talk.

19. Direct Marketing-
Customized- The message can be prepared to appeal to the addressed
individual.
Up-to-date- A message can be prepared very quickly
Interactive- The message can be changed depending on the person’s
response

20. Communication Mix
in
Tourism and Travel market

21. Advertisement
• Framing objective
•Target audience
•Period the campaign should last
• Scope i.e. National, Regional,
International
•Media to be used
• Best timing & frequency
• Cost effectiveness

22. Sales promotion
•Inform prospective customers
about product or producer.
• changes in the product
• Generate interest in the offer
•Persuade prospective customers to try
the product.
• Persuade existing customers to
continue the use of product

23. Events &
Experiences
Promotion may be of:
• Country as a whole;
•Specific destinations and locations,
•Specific activities or services,
•Tour packages, &
•Accommodation/Food, etc
Main 5 decisions to be made in promotion planning
•Objective of promotion
•Choice of mix
•Selection of media
•Formulating the message
•Timing and intensity of the campaign

24. Public Relations &
Publicity
•Journals/Newsletters,
•Sponsorship of activities,
•Interest group meeting, etc.
PR efforts are aimed at shifting people
Towards:
•Sympathy from hostility
•Acceptance from prejudice,
•Interest from Apathy
•Knowledge from ignorance

25. Personal Selling
•Find prospects
• Qualify the prospects
•Approach the qualified prospect by fixing
up appointments for presentation.
•Make presentation to the prospect and get
him interested to try the product
•Close the sale, that is, make the customer
buy.
•Provide after sale service

26. Direct Marketing
• Aimed at directly at an identified person
• Direct marketing is interactive
• Makes use of a customer database

27. Public Relations

29. Significance of Public Relations

30.  Firms are using PR in new and different ways to create
visibility and image for a brand by getting people to “talk”
about the brand.
 Targeting professionals (doctors, therapists, lawyers,
accountants, etc.) with positive PR messages with goal of
having these “professionals” influence their clients attitude
toward a brand.
 “Seeding the conversation” between the
professionals and their clients.
 Tactics include trade show displays, direct mail
communications, and personal selling calls.

31. Methods and Techniques
of
Public Relations

32. Public Relations Methods

33. Public relations Techniques

34. Public relations activities

35. -Role of various promotional units &
-their specific strategies in developing
international tourism in
INDIA

36. Importance of front-line Sales

37. Critical Mass

38. Turn negatives into Positives

39. Be Unique

40. Telling Stories

41. Four-time rule

42. Marketing vs Product development

43. Selling the Experience

44. Branding

45. WOW Photography

46. Close the Sale

47. Public Relations

48. Effective Web sites

49. Frequency in Advertising

50. Thank YOU