Steps in Promotional Campaigns (Tourism)

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PROMOTION OF TOURISM advertising and sales management

5 steps in promotional campaigns

Denis Cerić

5 STEPS IN PROMOTIONAL CAMPAIGNS
1. TO SET OBJECTIVES

2. TO AGREE BUDGET

3. TO ACHIEVE COMMUNICATION EFFECTS

4. TO ADVERTISE AND DO OTHER PROMOTIONAL ACTIVITIES

5. TO EVALUATE

1. SETTING OBJECTIVES
• a range of promotional methods can be employed by the tourism marketer – it is important to define what the promotion has to achieve • it is necessary do define the marketing objectives clearly, so that the most effective types of promotion can be utilized

1. SETTING OBJECTIVES
basic objectives of promotion
to present information to consumers as well as others

other objectives
sales increases new product acceptance creation of brand equity positioning

to increase demand to differentiate a product

improving loyalty
competitive retaliations creation of a corporate image

achieving awareness
educating

1. SETTING OBJECTIVES
• the promotional activities should have some precise terms in order to clarify the entire intention of the promotion and then monitor the results this can be achieved by means of SMART objectives, which will provide: S specific M measurable A achievable/ actionable



R
realistic / relevant

T
targeted / timed

Specific - be precise about what you are going to achieve Measurable - quantify your objectives Achievable - are you attempting too much? Realistic - do you have the resources to make the objective happen (men, money, machines, materials, minutes)? Timed - state when you will achieve the objective (within a month)?

1. SETTING OBJECTIVES

S specific

M measurable

A achievable/ actionable

R

T

realistic / relevant

targeted / timed

i.e.: to ensure that the grandparents of the children between the ages of 4 and 16, within the Greater London area, are communicated with and receive information on the France and Disneyland Resort Paris offers; subsequently, sales for this products will increase by € 150.000 over the previous year by 30th of September

5 STEPS IN PROMOTIONAL CAMPAIGNS
1. TO SET OBJECTIVES

2. TO AGREE BUDGET

3. TO ACHIEVE COMMUNICATION EFFECTS

4. TO ADVERTISE AND DO OTHER PROMOTIONAL ACTIVITIES

5. TO EVALUATE

2. AGREEING BUDGETS
• the second important step in any promotional campaign, after setting objectives • why there is no the best method to set budgets? – there are different approaches to agreeing budgets that may be based upon a number of criteria – because promotional campaign measurement is not straightforward – there is often a time leg between the campaign and any result demand patterns – other elements in marketing mix will affect the demand (product, price, place, physical evidence, people, process)

2. AGREEING BUDGETS
• the most common approaches:
objectiveand-task method affordable method

percentage of sales method

competitive parity method

The company must evaluate how much profit it can expect to earn for each dollar spent on promotion. A company can also choose to combine several marketing methods to achieve the best possible results from marketing efforts.

2. AGREEING BUDGETS
objective-and-task method 1/2 • using this method requires the advertising budget to reflect the desired result and the promotional tasks if the company needs to create awareness, change attitudes and build a brand, then these objectives becomes the necessary tasks against which the budget is determined a company must define: • the desired results of advertising • the strategies and tactics required to achieve these results





2. AGREEING BUDGETS
objective-and-task method 2/2 • the business must assess the costs associated with these strategies and tactics • if no financial restrictions exist, a company can build its marketing budget by examining each goal or objective and the tasks necessary to reach these objectives • a primary challenge associated with this method is...
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