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酒店广告营销策划必须考虑的三个问题是?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-08 09:46:38 查看次数:

酒店广告营销策划必须考虑的三个问题是?
酒店在围绕某一营销目标进行广告策划时,必然会考虑三个主要问题:信息,要传送什么信息?媒体,选择什么样的媒体?测评,如何评价广告效果?
   (1)酒店广告信息
    酒店广告时传送产品和服务信息的手段,必然会面临传送什么信息和怎样传送信息的问题。这里就涉及广告信息的选择和广告信息的设计问题。
    广告信息的选择主要是涉及酒店想要告诉目标受众哪些事情。一家酒店能够吸引客人的因素很多,广告如果什么都想说,结果必然是不能给人留下任何印象。必须对所有传播的信息的进行认真的选择,从各种因素中,挑选出1~2种对客人最有吸引力,或最具竞争力的要素,作为广告传播的主要内容。
    广告信息的设计是营销人员根据酒店所要传递的信息,结合酒店营销的内外部环境,运用广告艺术手段来塑造形象,传递信息的创作活动。广告设计包括主题设计、文稿设计、图画设计和技术设计等内容。
    广告设计的成功关键在于广告的创意,即广告的艺术表现手段。广告创意的关键也在于一个“新”字,一定要有所突破,而且能给予受众愉快、兴奋的艺术享受;然而,广告创意必须符合酒店的广告目标,而酒店vi设计也在受众心目中塑造酒店所期望的形象。
   (2)广告媒体
    酒店要做广告,必然要解决选择什么媒体的问题。不同的媒介都有其适应性和局限性,应充分把握,选择合适的媒介,正确选择传播时间。可以根据以下几个主要方面把握:
    第一,广告媒介必须与酒店产品的性质相配合。例如,酒店所提供的是纯休闲度假的产品,就不适于在纯针对商务客人的杂志上做广告,而应当选择休闲度假类的旅行杂志。
    第二,选择媒体必须考虑所争取的细分市场。酒店应通过营销调研了解细分市场有效解触的媒体种类,将广告做在细分市场可以解触到的媒体上。例如,酒店欲极力争取商务客人,则应考虑把广告投放在工商类、财经类的报刊上。
    第三,必须考虑哪种媒体能够适合酒店的广告费用预算,且能达到预期的广告效果。
    第四,酒店要想达到良好的广告效果,必须考虑到媒体的发行量或传播范围,以此作为对该媒体评价的基础。
   (3)酒店广告效果的评价
    酒店广告时以大量的广告费用为代价而展开的,任何一家酒店形象设计都不可能漠视广告的效果,而应当根据其投入和产生出并对比广告目标来进行综合评价。虽然广告效果的评价属于事后评价,但它却可以在总结前期活动的基础上,有效地指导下一步的广告策略。
    广告效果的评价分为三个方面:其一是对广告传播效果的评价;其二是对广告促销效果的评价;其三是对广告形象效果的评价。
   
Two, hotel advertising campaign to consider three questions?
Advertising campaign around a marketing objective, the hotel is bound to consider three main issues: information to be sent what information? Media, to choose what kind of media? Evaluation, how to evaluate advertising effectiveness?
   (1) Hotel advertising information
    Hotel advertising send a means of product and service information, and transmit information and how to send information will face. Relating to the advertising information selection and design of advertising messages here.
    The choice of advertising messages involving the hotel you want to tell the target audience what things. A hotel to attract guests of many factors, advertising If you would have to say, the result will not give the impression that any impression. Must be spread to all

Information of a serious choice, selected from a variety of factors, two kinds of guests the most attractive or the most competitive elements as the main content of the advertising communication.
    The design of the advertising messages is the message of the marketing staff according to the hotel, hotel marketing, internal and external environment, the use of advertising art means to shape the image of the transmission of information creation. Advertising design, including theme design, presentation design

Content, graphic design and technical design.
    Advertising design the key to success lies in the advertising creative advertising means of artistic expression. Critical of the advertising creative is a "new", a breakthrough, but also to give the audience a happy, excited to enjoy the arts; However, advertising

Creative must comply with the advertising goals of the hotel, in the minds of the audience shape the image of the hotel expect.
   (2) advertising media
    The hotel do the advertising, is bound to solve the selection media. Different media have their adaptability and limitations, should take full advantage of choice of media, the correct choice of the propagation time. Can grasp the main aspects of the following:
    First, advertising media must be compatible with the nature of the hotel product. For example, the hotel is the product of pure leisure, are not suitable in a pure advertising magazine for business travelers, should choose the travel magazine of the leisure class.
    Second, select the media must consider the fight for market segments. Hotel through marketing research to understand market segments, effective solution to touch the media types will do the advertising media on the possible solutions in the market segments touched. For example, hotels want to fight for business

Guests, you should consider advertising in the press of business classes, financial classes.
    Third, we must consider what kind of media suitable for the hotel cost of advertising budget and achieve the desired advertising effect.
    Fourth, the hotel in order to achieve a good advertising effect, must take into account the circulation or dissemination of the media as a basis for the evaluation of the media.
   (3) evaluation of the effectiveness of hotel advertising
    The hotel advertisements when the cost of a lot of advertising costs and expanded, any hotel can not ignore the effect of advertising, a comprehensive evaluation should be based on their inputs and produce and comparative advertising goals. Although the evaluation of advertising effectiveness is

Ex-post evaluation, but it can be on the basis of summing up the activities of the pre-effective guidance to the next step of advertising strategy.
    Evaluation of advertising effectiveness is divided into three areas: One is the evaluation of the advertising campaign; The second is the evaluation of the effect of advertising and promotion; evaluation of the effect of advertising image.   
 

 

(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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