• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

You have been employed as a marketing manager in a newly opened hotel in your country

Extracts from this document...


The Use of Communication Tools in East Mountain Hotel (CHINA) Introduction Marketing communications can be defined as communications by means of promotion within a target audience or market. To communicate with consumers in order to persuade them to buy the company's products is by no means the only objective. To view it as being only sales-orientated is to underestimate the complexity of modern marketing communications. "It is necessary to target customers in an integrated fashion to inform, persuade and remind prospective and existing consumers and customers of the firm, its products and services and how these are differentiated to appeal to and satisfy targeted needs, wants and desires of target markets."1 Marketing communications does not entail the continuous application of tried and tested techniques, rather it is constantly moving and dynamic, not just in terms of messages, but also medias, monies expended and changing consumer mindsets. An example of this, product placement, which involves the deliberate featuring of a product or brand in a film or television programme, was in its infancy even five years ago. ...read more.


(Fill, 2002, P.486) Any paid form of no personal communication through the mass media about a product or service by an identified sponsor is advertising. The mass media used include magazines, direct mail, radio, television, billboards, and newspapers. This is used when the sponsor wants to communicate with a number of people who cannot be reached economically and effectively through personal means. Personal Selling Personal, face-to-face contact between a staff's representative and those people with whom the staff wants to communicate is personal selling. Non-profit organisations, political candidates, companies, and individuals use personal selling to communicate with the publics. Public Relations A further element of the promotional mix is public relations, which is defined by the Institute of Public Relations (1986) as "the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public." Communication to correct erroneous impressions, maintain the goodwill of the hotel's many publics, and explain the hotel's goals and purposes is called public relations (PR). Unlike the other promotional mix elements, public relations are concerned primarily with people outside the target market, although it may include them. ...read more.


Sales Promotion Sales promotion communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix. It involves any activity that offers an incentive to induce a desired response by staffs, intermediaries, and/or final customers/guests. Sales promotion activities add value to the service because the incentives ordinarily do not accompany the service. According to the Institute of Sales Promotion, sales promotion is "...a range of tactical techniques designed within a strategic marketing frameworks to add value to a product or service in order to achieve specific sales and marketing objectives." This added value could be in the form of an inducement, (for example, price-offs, coupons, premiums, seasonal-offs) and is intended to encourage guests to act now rather than later. Conclusion In the previous chapter communication was discussed as a vital strategic element of hospitality organisations especially a new opened hotel and importance was given to integrating the various promotional tools to achieve an effective focus. The main influence for communications and other management functions must be directed by long term aims and objectives developed as part of a comprehensive strategy. ?? ?? ?? ?? MARKETING COMMUNICATIONS KE WU - 1 - ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Also 2 people said that it did encourage them whereas the other 3 said it did encourage some but sometimes. I asked this question because I wanted to find out whether the advertising done by Coca-Cola is effective or not.

  2. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    They are targeted towards children and encourage repeat visits. As the Happy Meals have become very popular with customers they continually increase sales. Further information of this can be found on page 24. Main Media Advertising Expenditure In 1998, an estimated 74% of main media advertising expenditure from McDonald's was devoted to television exposure and another 20% to outdoor advertising.

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Propaganda is agitating advertising, which overall objective is propaganda of the goods or services, belief in necessity to get promoted goods or service. It is impossible to carry out the precise side between these kinds (as well as in the prevailing classification)

  2. Coca-Cola markrting mix

    cafes and cinemas * Wholesalers Price Price plays a critical part in marketing activity. Incorrect pricing could lose customers and lose revenue. Revenue can also be lost if the price is too low. There needs to be a balance between sales and revenue.

  1. Viral Marketing

    Business Requirement: J&J Vision Care wanted to generate trials for its Acuvue Disposable Contact Lenses in a cost-effective and one-to-one mode. Solution: As J&J Vision Care's interactive agency, Indigo Consulting worked with the client to design an innovative E-Trials programme.

  2. The first part is to compare and evaluate two competitor organisations strategies of their ...

    Charlie is not a popular product so it would not reach the PR unless something drastically had happened to the perfume or the company Revlon. Sales promotion mainly means how quickly sales are made and what effect they have both short and long term.

  1. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    'BBC' Channels 1 and 2 do not provide service for advertisers so they will not be part of the research. Television is watched by millions each day. By midnight around 85% of adults have watched TV (estimate by 'ITV') which shows a large interest in television.

  2. marketing communications for cider

    in the cider segment by 15% by the end of the season * To increase sales by 25% to the target market in the coming season * To increase net profit by 10% by the end of the season * To enlarge the market by working against the competitors this

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work