Marketing
1
Grade 11 TOURISM CAPS: Week 8
• Different types of
promotional/advertising techniques used
in the tourism industry:
• Above-the-line promotional techniques:
• Below-the-line promotional techniques
Match the type of promotion /
advertising to the potential customer.
Above-the-line marketing
Refers to marketing that focus on huge
volumes and will target large groups of
people / potential customers.
Marketing in this way include
conventional media tools such as renting
space on television, in newspapers, and
magazines, on posters and on radio.
Above-the-line marketing
As well as printed material such as
brochures, flyers, pamphlets, posters,
bill boards, meander maps.
And electronic advertising such as video
walls, audio-visual presentations,
digital displays, cell phone advertising,
web-based advertising
Some examples-Brochures
Flyers Pamphlets
Posters
Billboards
VIDEO WALLS
• Bigidea+Video+Wall+Samples.asf
AUDIO-VISUALPRESENTATIONS
• Cheetah.mpeg
Cellphone
advertising
An iAd running on the Dictionary.com
iPhone app
An XpresSpa ad running on the
GateGuru iPhone app
QR Codes
What is a QR code?
• QR codes have been in use since 1994 when
they were first invented in Japan to track
vehicles during the manufacturing process. A
QR code is a two-dimensional black and white
visual code. The code can be read using
certain smartphone apps.
QR Codes
How to use a OR quote?
• You take a photograph with your cellphone of
the QR code on whatever surface it appears.
The photo is then read automatically by the
QR reader app installed on your phone and
you are promptly taken to the company’s
website or whatever URL they have set with
that particular code.
QR Codes
The+World+Park+Campaign.asf
Cell phone video
Web based advertising
22
2.Below-the-line promotional techniques
(BTL)
Examples include:
• personal selling, sales promotions, in
– store discounts, promotional
sponsorship, exhibitions, shows and
expos.
• Use media that are more niche
focused
• Messaging in a more personal manner
to the audience
2.Below-the-line promotional techniques (BTL)
"Below the line“ promotion refers to forms
of non-media communication or
advertising :
• Promotional strategies, such as direct mail,
sales promotions, flyers, point-of-sale,
telemarketing and printed media ( for example
brochures, and usually involves no motion
graphics)
• Includes direct mail, point of sale displays,
giveaways.
PERSONAL SELLING / SALES PROMOTIONS
In-store discounts
Promotional sponsorship
1. Tourism activity sponsored by non-tourism
organisation - e.g. Hunter’s Gold cider sponsors
bungee jumping at Storms River
• Pick n Pay / Knysna Oyster Festival
• DStv Getaway Show
• Durban July (Vodacom) or
2. Tourism business sponsoring non-tourism event
e.g. South African Airways Open golf championships
Exhibitions
Shows and Expos
Gauteng+Getaway+Show+2011.asf
The+Cape+Getaway+Show.asf
INDABA+2010+-+Day+1_2+Highlights_001.asf
29
Promotional / Advertising Techniques
Above-the-line Below-the-line
promotional promotional
techniques techniques
Advertising is:
‘Publicity that has to be paid for and that is
transmitted through a variety of media, TV, radio,
newspapers, the Internet, public transport and
outside displays’
Above-the-line promotional
techniques
Conventional Printed material Electronic
media tools advertising
Renting space - brochures - video walls
- on television - flyers - audio-visual
- in newspapers - pamphlets presentations
- in magazines - posters - digital displays
- on posters - bill boards - cellphone
advertising
- on radio - meander maps
- web-based
advertising
Below-the-line promotional
techniques
Personal selling Sales promotion In-store
discounts
Promotional Exhibitions Shows and expos
sponsorship
Week 9
• The marketing budget: costs related to
marketing
• market research
• communication costs (printing, telephone,
fax, internet)
• Travel costs (local and overseas travel, vehicle
and flight costs)
• Personnel costs
Important
• Without a properly constructed marketing
budget, the company’s marketing plans and
campaigns will fail.
• A marketing budget is an estimate of
projected costs to market your products or
services.
De
fi nit
i on
The marketing budget:
Costs related to marketing
• market research
Some prior research will be necessary for the
cost estimates to be as realistic as possible –
advertising or marketing communications
research. communication costs (printing,
telephone, fax, internet)
Marketing communications e.g. public
relations, website, advertising, etc.
• The costs in a marketing budget will be
allocated according to the campaign and the
media to be utilized.
• travel costs (local and overseas travel, vehicle
and flight costs)
• personnel costs
salaries for marketing managers, cost of
office space etc.
Typical general marketing expenses:
• Advertising agency commissions
• Salaries for marketing managers
• Salaries for marketing support e.g. marketing
assistants.
• Office space
• Fixtures and fittings
• Travel costs
Other direct and indirect marketing costs, including
marketing communications costs (that follows next).
t
In summary …..l i s cc
ti
o s
Re a h
r c
a or
• Marketing budgets ensure that the marketing s eplan
campaign is realistically costed. Re
• Some pre-budget research into the industry and
market, competitors and the business's historical
marketing success helps marketing managers make a
more informed calculation.
Include
• All general marketing and marketing communications
expenses
expenses must be shown on the marketing budget.
• Work with an accountant to make sure that the
figures are complete and realistic. Re
alis
t ic
c o st
A lot of new terms to learn!
Repeat, repeat and revise!
