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酒店广告的重要作用和哪些促销特点?

jiudianguanggaodezhongyaozuoyonghenaxiecuxiaotedian


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-05 14:46:11 查看次数:

酒店广告的重要作用和哪些促销特点?
1.酒店广告的概念
    酒店广告是指酒店通过各种传播媒介,以付费的方式向目标市场的公众传递有关酒店的信息,以扩大影响和提高知名度、树立形象的一种促销形式。
    广告对酒店的经营是经营具有非常重要的作用。这与酒店产品的特点有关,第一,酒店产品品牌忠诚度较低,客人在选择酒店产品时,选择空间大,很容易转向其他酒店;第二,酒店产品的需求替代极强,同时需求存在季节性、对价格的敏感性;第三,客人购买酒店产品的活动带有感情色彩,无论是酒店的选择,还是产品的质量与价格的比较,常受同事、亲友等外界意见影响。上述特点决定了客人如果对某个酒店及其产品没有印象,便不太可能购买该产品。在酒店营销中,人员推销对大客户、团体销售比较有效,但照顾不到巨大为分散的潜在客户。广告顾名思义及尺“广而告之”,覆盖面广,广告是让更多的人知道并了解酒店及产品最有效的途径。
2.酒店广告的特点
    与其他促销方式相比较,酒店广告具有鲜明的特点:
   (1)传播面广,由于传播体能大量地复制信息并广泛地进行传播,所以告的信息覆盖面相当大,可以使酒店及其产品在短期内迅速扩大影响;
   (2)间接传播,酒店广告是通过传播媒体进行宣传,广告主同广告的接受者并不直接见面,所以广告的内容和形式对酒店广告的宣传效果就会产生很大影响;
   (3)媒体效应,由于顾客是通过传播媒体来获得酒店品牌设计及其酒店产品信息的,所以媒体本身的声誉、吸引及其接触的可能性都会对酒店广告信息的传播效果产生正反两方面的效应;
   (4)强烈的表现力和吸引力,由于广告媒介可以利用音、色、形等技术手段来表现广告信息,酒店广告具有更好的表现力和吸引力;
   (5)效果的滞后性,酒店广告的效果需要一个较长的时间才能得以充分体现。在广告播出或刊登之后,一般来说其效应不可能立即产生。因为,一方面客人接受广告存在时间间隔,另一方面客人的购买决策需要一定的过程,而且有些产品的价格可能并非是受众当时所承受得起的。所以广告效果的滞后短则几天,长则几年。

An important role in advertising the hotel and what promotional features?
A hotel advertising concept
    Hotel advertising is the hotel through a variety of media, pay is passed to the target market of public information about the hotel in order to expand its influence and visibility, and establish the image of a promotion form.
    Advertising on the hotel business is operating with a very important role. With the characteristics of the hotel product, hotel product brand loyalty is low, guests choose the hotel product, choose a large space, it is easy to turn to other hotel; Second, the alternative to a strong demand for hotel products, while demand exists seasonal, price sensitivity; guests to buy the activities of the hotel product with emotion, whether it is the choice of hotel, or the comparison of product quality and price, often by the opinions of colleagues, relatives and friends outside. These characteristics determine the guests of a hotel and its products, the impression they are less likely to buy the product. In hotel marketing, personal selling to major clients, group sales, but to take care of the less than great as the dispersion of potential customers. Advertising the name suggests and ulnar widely advertised, wide coverage, advertising is to let more people know and understand the most effective way of hotels and products.
Characteristics of the hotel advertising
    Compared with other promotions, hotel advertising has distinctive features:
   (1) surface spread wide, and a wide spread dissemination of physical copy information, and report the information coverage of a large hotel and its products can rapidly expand its influence in the short term;
   (2) indirect spread of the hotel advertising is publicity through the media, advertisers and advertising the recipient does not meet directly, so the content and form of advertising have a significant impact on hotel advertising publicity;
   The possibility of (3) media effect, due to the customer to get to hotels and their product information through the media, the media's own reputation, to attract its contact will produce both positive and negative effects of the spreading effect of the hotel advertising information;
   (4) The strong performance and attractiveness as an advertising medium can take advantage of the tone, color, shape and other technical means to express the advertising information, hotel advertising has better performance and attraction;
   (5) the effect of lag, the effect of advertising the hotel requires a longer time to be fully reflected. Advertising broadcast or published, in general, their effects can not be immediate. Because, on the one hand, the guests accept advertising a time interval, on the other hand the guests purchase decision requires a certain process, and the price of some products may not be the audience was affordable. Advertising effectiveness lag as short as a few days, as long as several years.

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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