Marketing for Hospitality and Tourism

Kotler, Bowen and Makens

Promoting Products: Public Relations and Sales

Promotion
Chapter 14

Learning Objectives
1. Understand the different public relations activities:
press relations, product publicity, corporate
communications, lobbying, and counseling.
2. Understand the public relations process: research,
establishing marketing objectives, defining the target
audience, choosing the PR message and vehicles,
and evaluating PR results.
3. Explain how companies use public relations to
communicate and influence important publics.
4. Explain how sales promotion campaigns are
developed and implemented.
5. Implement a crisis management program in a
hospitality business.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Public Relations Activities

Press Relations
Product Publicity
Corporate Communications
Lobbying
Counseling
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

The Public Relations Process

Research
Research

Choosing
Choosing
the
the PR
PR
Message
Message &
&
Vehicles
Vehicles

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Establishing
Establishing
Market
Market
Objectives
Objectives

Implementing
Implementing
the
the PR
PR Plan
Plan

Defining
Defining the
the
Target
Target
Audience
Audience

Evaluating
Evaluating
the
the Results
Results

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Marketing Public Relations Objectives

Build
Awareness
Stimulate
Sales Force

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

PR
Objective
s

Build
Credibility
Lower
Promotion
Costs

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Evaluating PR Results

Evaluating
PR Results

Exposures

Awareness/
Comprehensio
n/ Attitude
Change

Sales-and-Profit
Contribution

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Build Public Relations Around

The Owner/
Operator
Product or
Service

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Location

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Dos of Crisis Management

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Donts of Crisis Management

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Sales Promotions
Set
Set Sales
Sales
Promotion
Promotion
Objectives
Objectives

Pretest
Pretest and
and
Implement
Implement the
the
Plan
Plan

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Select
Select Sales
Sales
Promotion
Promotion
Tools
Tools

Develop
Develop Sales
Sales
Promotion
Promotion
Program
Program

Evaluate
Evaluate the
the
Results
Results

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Consumer Promotion Tools

Samples
Coupons
Premiums
Patronage Rewards
Point-of-Purchase (POP) Displays
Contests
Sweepstakes
Games
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms
Contests, sweepstakes, and
games Give consumers a chance to
win something, such as cash or a trip.
Corporate communications This
activity covers internal and external
communications and promotes
understanding of an organization.
Counseling Involves advising
management about public issues and
company positions and image.
Coupons Certificates that offer buyers
savings when they purchase specified
products.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

Lobbying Dealing with legislators

and government officials to promote or
defeat legislation and regulation.
Patronage rewards Cash or other
awards for regular use of a companys
products or services.
Point-of-purchase (POP) promotions
Includes displays and demonstrations
that take place at the time of sale.
Premiums Goods offered either free
or at low cost as an incentive to buy a
product.

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved

Key Terms (cont.)

Press relations Placing

Sales promotion Consists of short-

newsworthy information into the news

media to attract attention.

term incentives to encourage the

purchase or sale of a product or
service.

Press release Information released to

the media about certain new products
or services.

Samples Offers of a trial amount of a

product.

Product publicity Various efforts to

publicize specific products.
Public relations The process by
which a positive image and customer
preference is created through thirdparty endorsement.

Marketing for Hospitality and Tourism, 6e

Kotler, Bowen and Makens

2014 by Pearson Higher Education, Inc

Upper Saddle River, New Jersey 07458 All Rights Reserved