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
Choosing
the PR
Message &
Vehicles
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Establishing
Market
Objectives
Implementing
the PR Plan
Defining the
Target
Audience
Evaluating
the Results
© 2014 by Pearson Higher Education, Inc
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Marketing Public Relations Objectives
Build
Awareness
Stimulate
Sales Force
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
PR
Objectives
Build
Credibility
Lower
Promotion Costs
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Evaluating PR Results
Exposures
Evaluating
PR Results
Awareness/
Comprehension/
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
Don’ts 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 Sales
Promotion
Objectives
Pretest and
Implement the
Plan
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Select Sales
Promotion
Tools
Develop Sales
Promotion
Program
Evaluate the
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
Lobbying Dealing with legislators
win something, such as cash or a trip.
and government officials to promote or
defeat legislation and regulation.
Corporate communications This
Patronage rewards Cash or other
activity covers internal and external
communications and promotes
understanding of an organization.
awards for regular use of a company’s
products or services.
Counseling Involves advising
Point-of-purchase (POP)
promotions Includes displays and
management about public issues and
company positions and image.
demonstrations that take place at the
time of sale.
Coupons Certificates that offer
Premiums Goods offered either free
buyers savings when they purchase
specified products.
or at low cost as an incentive to buy a
product.
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 (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