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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

=+1. How would you define public relations?
=+• identify the skills required to become a public relations practitioner.
=+• explain the challenges of communicating in a bilingual and multicultural society; and
=+• describe some of the practice areas in public relations;
=+define public relations;
• Discuss the ethical and regulatory issues arising from usergenerated review content. Whose views should be trusted most?
• Discuss to what extent the reviews from the different sites match those created by the DMO.
• Discuss and compare the range of information and evaluate the quality of the information you have found.
• Find reviews about the destination which have been posted on sites such as Tripadvisor and virtualtourist.
• Perform an online search for a travel destination of your choice. Try to ensure that you have found a range of examples including the following: the offi cial DMO; an unoffi cial destination
4. Discuss the role of user-generated content to the promotion of tourism and hospitality organisations.
3. Identify three major challenges posed by the Internet to destination’s ability to control and determine their destination image.
2. Discuss and evaluate the potential applications to tourism and hospitality marketing communications of virtual world Internet sites such as ‘Second Life ’.
1. Assess the current value and future potential for online marketing communications strategies in the tourism and hospitality sector.
4. Assess the value of direct marketing techniques for contemporary hospitality organisations, explaining how such techniques could be used more effectively.
3. Explain how could these tools complement advertising strategies as part of a broad communications strategy.
2. Discuss the effectiveness of public relations as a communications tool for tourism and hospitality organizations.
1. Defi ne the role of alternatives to advertising in the communications mix for tourism and hospitality.
● Analyse industry implications of changes in the marketing communications environment.
● Evaluate the possible future changes in marketing promotions.
● Assess a range of factors which will infl uence the nature of marketing communications in the tourism and hospitality sector.
● Identify and describe a range of critical issues affecting the future direction of marketing communications in tourism and hospitality.
● Understand how online advertising and other communications form part of organisational marketing communications strategies.● ● ● ●
● Understand and defi ne a range of online forms of marketing communications and their value for the tourism and hospitality industry.
● Recognise the changing nature of Internet interactivity, the changing behaviour of users and the impacts of these changes on marketing communications in tourism and hospitality.
● Understand the value and importance of online marketing communications and advertising strategies in tourism and hospitality.
4. Discuss the role of user-generated content to the promotion of tourism and hospitality organisations.
3. Identify three major challenges posed by the Internet to destination’s ability to control and determine their destination image.
2. Discuss and evaluate the potential applications to tourism and hospitality marketing communications of virtual world Internet sites such as ‘Second Life ’.
1. Assess the current value and future potential for online marketing communications strategies in the tourism and hospitality sector.
• Outline any segmentation or market-related challenges you foresee, if any, arising from this form of activity.
• Evaluate the potential benefi ts and problems which might arise for XL.com through their deal with West Ham United.
• In small groups, propose a range of additional marketing communications mix tools which you would choose to complement the sponsorship activity.
• Explain why tourism organisations choose to sponsor sports teams.
• Discuss the rationale behind the XL.com’s strategy for sponsoring West Ham United.
4. Assess the value of direct marketing techniques for contemporary hospitality organisations, explaining how such techniques could be used more effectively.
3. Explain how could these tools complement advertising strategies as part of a broad communications strategy.
2. Discuss the effectiveness of public relations as a communications tool for tourism and hospitality organizations.
1. Defi ne the role of alternatives to advertising in the communications mix for tourism and hospitality.
● Develop an appreciation of the application of the broader range of communications mix to an organisation’s integrated marketing communications strategy.
● Recognise the importance of alternative forms of communications to the promotion of tourism and hospitality organisations.
● Defi ne and understand the roles of a range of marketing communications strategies as elements of the communications mix.
4. Outline the main types of media for advertising, explaining how and why the balance of these is shifting.
3. Choose two advertisements for different organisations that highlight different approaches to marketing communication. Interpret and outline the main aims of each campaign, drawing on theories of
2. Discuss the main issues surrounding the persuasiveness of advertising in the current environment for marketing communications.
1. Discuss the main debates around the ways in which advertising affects consumers. Refer to consumer processes, theories of‘ strong ’ and ‘ weak ’ advertising and other relevant frameworks.
● Recognise the role of advertising in the communications strategy process for tourism and hospitality.
● Understand the range, functions and specifi c features of tourism and hospitality advertising.
● Evaluate a range of applications of advertising to the provision of information about tourism and hospitality products and service.
● Understand, defi ne and evaluate the role of advertising in marketing tourism and hospitality products and services.
4. Evaluate the need for clarity and accuracy in the development of marketing communications messages for tourism and hospitality. Outline the main priorities for organisations in developing their
3. Describe how SWOT analysis is used to underpin the development of marketing strategies in relation to products and markets for the tourism and hospitality sector.
2. How do tourism and hospitality products become brands? Why are brands so important in marketing communications for these types of products and services?
1. Outline the main tools used in the development of marketing communications objectives. How can each contribute to the implementation of a marketing communications plan?
● Apply evaluation techniques for marketing communications strategies.
● Understand communications campaign planning.
● Describe the application of the marketing communications strategy in differentiating tourism and hospitality products and services.
● Relate the processes of product development and branding to the communications strategic process for tourism and hospitality.
● Describe and apply the links between marketing communications planning and set communications objectives.
4. Who positions tourism and hospitality products, services and destinations?Why does this impact upon the marketing communications strategies chosen?
3. Why is it important to segment the market for tourism and hospitality services?
2. How does the segmentation process relate to other tasks in the marketing planning and strategy development process for tourism and hospitality?
1. Describe the main steps in the STP process.
● Describe the relationships between STP and marketing communications strategies.
● Relate the STP to tourism and hospitality services marketing mix.
● Evaluate competing approaches to segmentation of tourism and hospitality consumers.
● Defi ne the segmentation, targeting and positioning process(STP).
● Understand the links between marketing planning and effective targeted marketing communications.
4. Explain how the primary and support functions in the value chain can be translated into marketing communications.
3. Assess how the services marketing triangle is linked to an IMCs approach.
2. What is the relationship between generic organisational strategy and marketing strategy? Explain how marketing strategy is constrained by an organisation’s strategic choices.
1. Defi ne what is meant by marketing orientation and discuss how this applies to a tourism and hospitality organisation of our choice.
● Relate integrated marketing communications (IMCs) concepts to organisational strategy.
● Describe the concept of the value chain and how it relates to marketing communications strategies.
● Explain a range of strategic choices available to tourism and hospitality organisations.
● Defi ne the principles of services marketing.
● Understand the linkages between organisational strategy and marketing communications.
• Explain whether and how these arguments should be emotionally or rationally driven.
• Identify what further arguments can be made in persuading consumers to choose rail travel over other modes of transport.
• Identify further consumer behaviour characteristics which could have been applied to this campaign (other than perceptions and attitudes).
• How did the advertising campaign work? Identify the critical success factors which you think were most important.
• Discuss and evaluate how Virgin Trains challenged consumers’perceptions and attitudes towards rail travel.
3. Evaluate the importance of identity to consumption decisions in tourism and/or hospitality.
2. Explain how knowledge of consumers’ external infl uences and internal drives and forces in the ‘open system ’ of consumers and organisations impacts upon the marketing communications
1. Describe the main processes underpinning consumers’ decisionmaking in the context of tourism and hospitality services. Provide examples of the differences between the decision-making processes
● Identify the role of communications in the tourism and hospitality consumption experience and relate how advertising and promotion infl uence consumption.
● Understand the changing role of the consumer and the effect on marketing communications for tourism and hospitality.
● Defi ne and describe the consumer behaviour process in tourism and hospitality and how it is changing.
9. Partner major travel promotion agencies and businesses.
8. Launch an autumn campaign to promote seasonal visits at Christmas time.
7. Target repeat visitors. By focusing attention on those people who had already made a visit to the city who are more likely to return.
6. Market New Orleans festivals.
5. Target niche markets with specialised programmes such as cultural, family and gay and lesbian markets, as well as sub-cultural markets including African American and Hispanic American segments.
4. Develop an online marketing programme.
3. Develop a new website with a focus on immediacy and fun.
2. Rely heavily on PR and publicity to capitalise on media attention on New Orleans and maximise positive images of current activities and events in New Orleans such as the Mardi Gras and Jazz Fest;
1. A consumer awareness campaign to change perceptions about what is available, develop tactical offers, create a cooperative advertising programme allowing hotels and businesses to link together to
2. Explain the functions of the marketing department. How are these functions changing in response to structural changing in the marketing industry?
1. Outline the main forces which infl uence the external environment for tourism and hospitality organisations. What tools do marketing departments have at their disposal to respond to changes in the
● Understand the role of ethics in tourism and hospitality marketing communications.

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