LA PROMOCIÓN TURÍSTICA

Presentación del tema: "LA PROMOCIÓN TURÍSTICA"— Transcripción de la presentación:

1 LA PROMOCIÓN TURÍSTICA
Marketing Turístico TEMA 8 LA PROMOCIÓN TURÍSTICA

2 Instrumentos tradicionales de la comunicación
Publicidad: conseguir la compra a través de la seducción Venta personal: técnicas que ayudan a comprar Promoción de ventas: aumentar las ventas sin afectar a la imagen Relaciones públicas: el arte de persuadir sin que lo parezca La nueva comunicación Comunicación y tecnología Travel 2.0 El poder del cliente: democratización, socialización, participación, colaboración

3 El mix promocional tradicional
Publicidad El mix promocional tradicional The Marketing Communications Mix This CTR relates to the material on pp Venta personal Toda comunicación no personal y pagada por una empresa identificada Promoción de ventas Presentación personal por la fuerza de ventas. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good "corporate image," and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response. Relaciones públicas Incentivos a corto plazo para fomentar la venta Construir buenas relaciones con diferentes públicos

4 Ruido Ruido Ruido Ruido Ruido Ruido
Transmisor El proceso de comunicación The Communication Process This CTR corresponds to Figure 14-1 on p. 424 and relates to the material on pp Ruido Ruido Ruido Ruido Ruido Ruido Codificador Retroalimentación Medios Mensaje The Communication Process Sender. The sender is one of two major parties in communication. It is the sender who decides how to encode a message aimed at a particular target market or receiver. Senders need to anticipate what information receivers need and how receivers will interpret different kinds of information. Receiver. The receiver in marketing communication is the target market or audience. Receivers not only "accept" information; they process and act on it according to their own needs. Message. The message is the information content about product benefits transmitted by the sender as a set of symbols whose meaning is generally understood by other senders and receivers. Media. The media are the means by which messages move from senders to receivers. Mass media such as television and radio are examples. These are also called communication channels. Encoding. Encoding is the process of putting the sender's message into a symbolic form capable of being carried by the selected media of transmission. Decoding. Decoding is the process by which the receiver assigns meaning to the transmitted message. Marketers must remember that this is an interpretative activity and may use different ways of assigning meaning than the sender used in encoding the message. Response. Responses are reactions and can include behavioral changes, attitude changes, or no indications of change. Feedback. Feedback consists of the part of the consumer's response that is communicated back to the sender. Feedback is a valuable but incomplete picture of the consumer's response to the marketing communication. Ruido. Ruido is any distortion during the transmission process and is always present to some degree. Ruido also occurs in the feedback stage. Decodificación Respuesta Receptor

5 Pasos en el desarrollo de una comunicación eficaz
Paso 1. Identificación de la audiencia objetivo Paso 2. Determinación de la respuesta buscada Estados de la audiencia Pasos en el desarrollo de una comunicación eficaz Conciencia Conocimiento Agrado Preferencia Convicción Compra

6 Pasos en el desarrollo de una comunicación eficaz
Paso 3. Selección del mensaje Pasos en el desarrollo de una comunicación eficaz Designing a Message This CTR relates to the discussion on p Choosing a Message Marketers must make decisions in several areas when choosing or creating a message, include areas related to Message Content, Message Structure, and Message Format. Key message content decisions include one of three types of appeals: Rational Appeals. These relate to the audience’s self-interest. Rational appeals are grounded in objective, logical reasons for purchasing a product such as improved performance, increased quality, better reliability, and increased productivity. Emotional Appeals. These attempt to elicit either positive or negative feelings that will facilitate a purchase. Moral Appeals. These are directed to the consumer’s sense of right and wrong and are often used in conjunction with the marketing of social causes. To be effective, marketers must very narrowly and very accurately target their consumer market. Moral appeals may work extremely well with groups that share the same morals, but will very likely outrage groups whose moral values differ from those in the message. Message Structure Marketers deal with three message structure issues. Conclusions. First, marketers must decide whether or not to draw a conclusion in the message. Effectiveness depends upon both the nature of the information being communicated and the relative level of experience with the product concept on the part of the audience. Argument Type. Second, marketers must decide on the type of argument to be used: One-sided arguments or Two-sided arguments . Argument Order. Third, argument order must be decided. When many arguments are being used, placing the strongest argument either first or last can affect persuasiveness. Marketers must also make message format decisions. Format issues involve sensory qualities, color in visual ads, sound in radio, and effective use of novelty and contrast in the message. Contenido del mensaje Argumentos racionales Argumentos emocionales Argumentos morales Estructura del mensaje Extracción conclusiones Tipo de argumento Orden de argumentos Formato del mensaje Título, color, palabras, voces, sonidos, lenguaje corporal Atención Interés Deseo Acción

7 Pasos en el desarrollo de una comunicación eficaz
Paso 4. Selección de los medios Pasos en el desarrollo de una comunicación eficaz Choosing Media This CTR relates to the discussion on pp Paso 5. Selección de la fuente del mensaje Canales de comunicación personal Paso 6. Obtención de retroalimentación Choosing Media Personal Communication Channels. Personal channels involve two or more people in direct communication. Strategic usage of personnel communication channels should consider the following influences: Word of Mouth. Word of mouth is especially credible to consumers -- either positive or negative. Opinion Leaders. Opinion leaders are people whose opinions on products are sought by others. Marketers can make use of and even create opinion leaders for consumer’s reference. Discussion Note: Is it ethical to create opinion leaders, especially fictional ones? For example, Mr. Goodwrench of General Motors is not a real person and his genuine GM parts lack quality control as many of them aren’t really made by GM, but by overseas suppliers. Nonpersonal Communication Channels. Nonpersonal channels are characterized by an impersonal method of communication, which lacks the face to face interactive nature of personal channels or feedback. Major forms of nonpersonal communication include: Major media include print, broadcast and display. Atmospheres are designed environments that create or reinforce the buyer’s leanings to buy a product. Events are occurrences staged to communicate messages to target audience. Canales impersonales

8 Determinación del mix de comunicación
Publicidad Penetración, expresividad amplificada, impersonalidad Venta personal Interacción personal, construye relaciones, respuesta Promoción de ventas Atrae atención, incorpora incentivo, estimula la compra Determinación del mix de comunicación Setting the Promotion Mix This CTR relates to the material on pp Relaciones públicas Credibilidad, efectividad otros clientes Naturaleza de cada herramienta The Nature of Each Promotion Tool Advertising. Advertising’s public nature helps legitimize the product. It also allows marketers to repeat the message to a wide audience. Large-scale campaigns communicate something positive about the seller’s size, popularity, and success. Advertising is also very expressive and can make use of powerful symbols and sensory appeals. Its shortcoming include expense, one-way communication, being impersonal, and lack of control over situational reception. Personal Selling. Personal selling is the most effective promotion tool at certain stages in the buying process, especially in building preferences, convictions, and actions. The personal contact is two-way and allows adaptation to buyer reactions and the establishment of relationships. Personal selling is also the most expensive promotion tool and requires a long-term commitment to build an effective salesforce. Sales Promotion. Sales promotion includes coupons, contests, cents-off deals, premiums, rebates, and other techniques designed to elicit a quick response. Sales promotions usually influence the timing of a purchase rather than the decision to purchase. Public Relations. Public relations includes news stories, features, and reporting on company activities from objective and credible third-party sources. These events are perceived as more believable than company-controlled promotions. Difficulties include the lack of message content, format, and structure control over the public relations event. Further, public relations are generally under used by marketers both strategically and tactically. Direct Marketing. Direct marketing includes such things as direct mail, telemarketing, electronic marketing, online marketing, and others.

9 Factores a considerar en el desarrollo del mix promocional
Factors in Developing Promotion Mix Strategies This CTR relates to the material on pp Tipo de producto/ mercado Estrategia Push / Pull Factors in Setting the Promotion Mix Push or Pull Strategy. The promotion mix is also affected by the company's decision on either a push or pull strategy. Push strategies rely on personal selling and sales promotions to encourage intermediaries to take the product and promote, thus "pushing" it through the channel. Pull strategies rely on advertising and consumer promotions to build up demand in the target market of ultimate consumer whose behavior effectively "pulls" the product through the channel. Type of Market. The type market, consumer or industrial, varies the importance of the promotion tools available to marketers. Advertising weighs heavily in consumer markets whereas personal selling plays the greatest role in industrial markets. Buyer Readiness State. The buyer will be more receptive to some promotion tools than others depending upon their particular buyer readiness state. Advertising and public relations help create awareness and increase knowledge. Liking and preference are more affected by personal selling and advertising together. Conviction and purchase come first from advertising and then personal selling to close depending upon the kind of product being considered. Product Life Cycle Stage. The stage in the product life cycle also describes different appropriate promotion mix variations. Introduction utilizes advertising and public relations to build awareness and personal selling to facilitate motivate channel members to carry it. In growth, the need for personal selling diminishes. In maturity, personal selling helps differentiate it again in distribution. In decline, sales promotion may be the most emphasized of the promotion mix tools. Situación mental del comprador Ciclo de vida del producto Puesto de la empresa en el mercado

10 Minoristas y Productor mayoristas Consumidores
Factors in Developing Promotion Mix Strategies This CTR relates to the material on pp Estrategia Push - “Empujar” el producto a través de los canales de distribución hacia el cliente final. Factors in Setting the Promotion Mix Push or Pull Strategy. The promotion mix is also affected by the company's decision on either a push or pull strategy. Push strategies rely on personal selling and sales promotions to encourage intermediaries to take the product and promote, thus "pushing" it through the channel. Pull strategies rely on advertising and consumer promotions to build up demand in the target market of ultimate consumer whose behavior effectively "pulls" the product through the channel. Type of Market. The type market, consumer or industrial, varies the importance of the promotion tools available to marketers. Advertising weighs heavily in consumer markets whereas personal selling plays the greatest role in industrial markets. Buyer Readiness State. The buyer will be more receptive to some promotion tools than others depending upon their particular buyer readiness state. Advertising and public relations help create awareness and increase knowledge. Liking and preference are more affected by personal selling and advertising together. Conviction and purchase come first from advertising and then personal selling to close depending upon the kind of product being considered. Product Life Cycle Stage. The stage in the product life cycle also describes different appropriate promotion mix variations. Introduction utilizes advertising and public relations to build awareness and personal selling to facilitate motivate channel members to carry it. In growth, the need for personal selling diminishes. In maturity, personal selling helps differentiate it again in distribution. In decline, sales promotion may be the most emphasized of the promotion mix tools. MK del distribuidor = Venta personal, PLV promoción ventas, … MK del productor = Venta personal, promoción ventas, … Productor Minoristas y mayoristas Consumidores

11 Factors in Developing Promotion Mix Strategies
This CTR relates to the material on pp Estrategia Pull – Las actuaciones de marketing se dirigen al cliente final y le inducen a comprar el producto Factors in Setting the Promotion Mix Push or Pull Strategy. The promotion mix is also affected by the company's decision on either a push or pull strategy. Push strategies rely on personal selling and sales promotions to encourage intermediaries to take the product and promote, thus "pushing" it through the channel. Pull strategies rely on advertising and consumer promotions to build up demand in the target market of ultimate consumer whose behavior effectively "pulls" the product through the channel. Type of Market. The type market, consumer or industrial, varies the importance of the promotion tools available to marketers. Advertising weighs heavily in consumer markets whereas personal selling plays the greatest role in industrial markets. Buyer Readiness State. The buyer will be more receptive to some promotion tools than others depending upon their particular buyer readiness state. Advertising and public relations help create awareness and increase knowledge. Liking and preference are more affected by personal selling and advertising together. Conviction and purchase come first from advertising and then personal selling to close depending upon the kind of product being considered. Product Life Cycle Stage. The stage in the product life cycle also describes different appropriate promotion mix variations. Introduction utilizes advertising and public relations to build awareness and personal selling to facilitate motivate channel members to carry it. In growth, the need for personal selling diminishes. In maturity, personal selling helps differentiate it again in distribution. In decline, sales promotion may be the most emphasized of the promotion mix tools. Productor Minoristas y mayoristas Demanda Demanda Consumidores MK del productor dirigido al consumidor = Publicidad, venta personal, promoción ventas, …

12 Situación mental del comprador
Promoción de ventas Venta personal Relación coste/eficiencia Publicidad Conocimiento de marca Comprensión Convicción Pedido Repetición Estados en el comportamiento del consumidor

13 Situación actual de las marcas
Perfil de Marketing 100% Total mercado Conocimiento Juicio Compra Repite

14 La nueva comunicación:
el poder del cliente Comunicación y tecnología Travel 2.0 El poder del cliente: democratización, socialización, participación, colaboración Las nuevas herramientas: web, blog, blog corporativos, … Funciones: Evaluación, Mapas y direcciones, Planificador de rutas, Comunidad de viajeros, Guías de viaje, Podcast audio y video, Buscador de ofertas, Buscador de fotos, Buscador de blogs, Proyección de tarifas, Marcadores, Agregadores

15 Definición no académica web 2.0
Un nuevo modelo para obtener, generar, tratar, compartir y distribuir la información, donde los contenidos son generados por los propios usuarios, que interactúan entre ellos.

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