Tourism Promotion

Republic of the Philippines
Cebu Normal University

Osmeña Blvd. Cebu City, 6000 Philippines
College of Arts & Sciences

Telephone No.: (+63 32) 254 6814 local 140
Email: cnucas@cnu.edu.ph
Website: www.cnu.edu.ph
CHAPTER 7 TOURISM PROMOTIONAL & PUBLIC RELATION
INTRODUCTION
Tourism promotion means activities, operations, and expenditures designed to
increase tourism, including but not limited to advertising, publicizing, or otherwise
distributing information for the purpose of attracting and welcoming tourists;
developing strategies to expand tourism; operating tourism promotion agencies;
and funding the marketing of or the operation of special events and festivals
designed to attract tourists. (RCW 67.28.080 (6))
Advertising, Direct marketing, Personal selling, Sales promotion, Public relations
and Internet marketing are known as the Promotional mix.
PROMOTIONAL SDG-CAS-302-9-00
Registration No. 52Q18778

Certification Date: 6 August 2018
Recertification due date: 24 January 2021
For verification of the certificate please access
www.globalgroup.net (Certification check and type
the registration number)

 Defined as the
coordination of all seller- initiated efforts to set up channels of information
and persuasion to sell goods and services or promote an idea.
ADVERTISING
 Defined as any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor.
OBJECTIVES OF ADVERSTISING
 Informative Advertising: used when introducing a new product or to build
up primary demand for the product.
 Persuasive Advertising: used when competition is stiff. Companies rely on
persuasive advertising to be able to keep its market share.
 Reminder Advertising: is very important for products that have reached the
maturity stage. Products attempt to maintain market position even if they
are already top of mind.
SDG-CAS-302-9-00


TYPES OF ADVERTISING
EXECUTION
 1. Slice of life- shows how people use the product in a normal setting.
 2. Lifestyle- shows how product fits with one’s way of life.
 3. Fantasy- creates a “wonder” world around the product or its use
 4. Mood or image- builds positive images or moods around the product
such as beauty, love, fun, and serenity.
 5. Music- uses simple but catchy music effectively through product jingles
or songs.
 6. Personality- creates a character that presents the product or services.
 7. Technical expertise- reveals the company’s expertise with the product or
service.
 8. Scientific evidence- presents research or scientific evidence that the
brand is better than competing brands.
 9. Testimonial evidence- features a highly credible person such as a
celebrity endorsing the product.
SDG-CAS-302-9-00


DIRECT MARKETING
 It is an interactive system of marketing that use one or more advertising
media to affect a measurable response. It seeks to establish continuing
relationships between a company and its regular customers.
ADVANTAGE OF DIRECT MARKETING
 1. Precision Targeting
 2. Personalized Messages
 3. Privacy
 4. Fantasy Sales
 5. Variety of Packaging Options
 6. Less Competition
 7. Immediate Results
 8. Measurability
PERSONAL SELLING
 Defined as the person-to-person communication between a sales person
and a prospective customer in which the needs are met in exchange for
money or resources.
SDG-CAS-302-9-00


PUBLIC RELATION
 Defined as the person-to-person communication between a sales person
and a prospective customer in which the needs are met in exchange for
money or resources.
 Public Relations (RP) is the process of creating a positive image and
customer preference through third party endorsement. This can be done
using various activities all aimed to generate a positive image through what
others say about one’s establishment.
MAJOR PUBLIC RELATIONS ACTIVITY
 Press/Media Relations
 Product Publicity
 Corporate Communications
 Lobbying
 Counselling
SALES PROMOTION
 Sales Promotions is a direct inducement that offers an extra value or
incentive for the product to the sales force, distributors, or the
ultimate consumer, with the primary objective of creating an
immediate sale
BELCH FACTORS
 1.Growing power of retailers
 2.DecliningSDG-CAS-302-9-00
brand loyalty


 3.Increased
promotional sensitivity
 4.Brand proliferation
 5.Fragmentation of the consumer market
 6.Short term focus of the consumer market
 7.Increased accountability
 8.Competition
 9.Clutter
KOTLER FACTORS
 1.Objectives of the campaign
 2.Type of market to be tapped
 3.Competition
 4.Cost and effectiveness of each tool
SALES PROMOTIONAL TOOLS

 1.Samples
 2.Coupons
 3.Packages
 4.Premiums
 5.Patronage rewards
SDG-CAS-302-9-00
 6.Point of purchase promotion

 7.Contest and
games
SALES PROMOTIONAL PROCESS

 1. Deciding whether a sales promotion is necessary.
 2. Setting of objectives for the sales promotions.
 3. Selecting which promotional tools to use.
 4. Developing the sales promotional program
 5. Implementing the program
 6. Evaluating the program
PREPARING THE PROMOTIONAL PLAN

 1.Decide on what promotional tools to use.
 2.Decide on which media channel to use.
 3.Identify when the promotional tool will be released and in which
channel.
 4.Evaluate the media results.
SDG-CAS-302-9-00


SDG-CAS-302-9-00


Tourism Promotion

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Republic of the Philippines

Cebu Normal University

College of Arts & Sciences

CHAPTER 7 TOURISM PROMOTIONAL & PUBLIC RELATION

Registration No. 52Q18778

College of Arts & Sciences

Registration No. 52Q18778

College of Arts & Sciences

Registration No. 52Q18778

College of Arts & Sciences

Registration No. 52Q18778

College of Arts & Sciences

Registration No. 52Q18778

College of Arts & Sciences

SALES PROMOTIONAL TOOLS

College of Arts & Sciences

SALES PROMOTIONAL PROCESS

PREPARING THE PROMOTIONAL PLAN

Registration No. 52Q18778

College of Arts & Sciences

Registration No. 52Q18778

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