酒店廣告的重要作用和哪些促銷(xiāo)特點(diǎn)？

酒店廣告的重要作用和哪些促銷(xiāo)特點(diǎn)？
1.酒店廣告的概念
    酒店廣告是指酒店通過(guò)各種傳播媒介，以付費的方式向目標市場(chǎng)的公眾傳遞有關(guān)酒店的信息，以擴大影響和提高知名度、樹(shù)立形象的一種促銷(xiāo)形式。
    廣告對酒店的經(jīng)營(yíng)是經(jīng)營(yíng)具有非常重要的作用。這與酒店產(chǎn)品的特點(diǎn)有關(guān)，第一，酒店產(chǎn)品品牌忠誠度較低，客人在選擇酒店產(chǎn)品時(shí)，選擇空間大，很容易轉向其他酒店；第二，酒店產(chǎn)品的需求替代極強，同時(shí)需求存在季節性、對價(jià)格的敏感性；第三，客人購買(mǎi)酒店產(chǎn)品的活動(dòng)帶有感情色彩，無(wú)論是酒店的選擇，還是產(chǎn)品的質(zhì)量與價(jià)格的比較，常受同事、親友等外界意見(jiàn)影響。上述特點(diǎn)決定了客人如果對某個(gè)酒店及其產(chǎn)品沒(méi)有印象，便不太可能購買(mǎi)該產(chǎn)品。在酒店營(yíng)銷(xiāo)中，人員推銷(xiāo)對大客戶(hù)、團體銷(xiāo)售比較有效，但照顧不到巨大為分散的潛在客戶(hù)。廣告顧名思義及尺“廣而告之”，覆蓋面廣，廣告是讓更多的人知道并了解酒店及產(chǎn)品最有效的途徑。
2.酒店廣告的特點(diǎn)
    與其他促銷(xiāo)方式相比較，酒店廣告具有鮮明的特點(diǎn)：
   （1）傳播面廣，由于傳播體能大量地復制信息并廣泛地進(jìn)行傳播，所以告的信息覆蓋面相當大，可以使酒店及其產(chǎn)品在短期內迅速擴大影響；
   （2）間接傳播，酒店廣告是通過(guò)傳播媒體進(jìn)行宣傳，廣告主同廣告的接受者并不直接見(jiàn)面，所以廣告的內容和形式對酒店廣告的宣傳效果就會(huì )產(chǎn)生很大影響；
   （3）媒體效應，由于顧客是通過(guò)傳播媒體來(lái)獲得酒店品牌設計及其酒店產(chǎn)品信息的，所以媒體本身的聲譽(yù)、吸引及其接觸的可能性都會(huì )對酒店廣告信息的傳播效果產(chǎn)生正反兩方面的效應；
   （4）強烈的表現力和吸引力，由于廣告媒介可以利用音、色、形等技術(shù)手段來(lái)表現廣告信息，酒店廣告具有更好的表現力和吸引力；
   （5）效果的滯后性，酒店廣告的效果需要一個(gè)較長(cháng)的時(shí)間才能得以充分體現。在廣告播出或刊登之后，一般來(lái)說(shuō)其效應不可能立即產(chǎn)生。因為，一方面客人接受廣告存在時(shí)間間隔，另一方面客人的購買(mǎi)決策需要一定的過(guò)程，而且有些產(chǎn)品的價(jià)格可能并非是受眾當時(shí)所承受得起的。所以廣告效果的滯后短則幾天，長(cháng)則幾年。

An important role in advertising the hotel and what promotional features?
A hotel advertising concept
    Hotel advertising is the hotel through a variety of media, pay is passed to the target market of public information about the hotel in order to expand its influence and visibility, and establish the image of a promotion form.
    Advertising on the hotel business is operating with a very important role. With the characteristics of the hotel product, hotel product brand loyalty is low, guests choose the hotel product, choose a large space, it is easy to turn to other hotel; Second, the alternative to a strong demand for hotel products, while demand exists seasonal, price sensitivity; guests to buy the activities of the hotel product with emotion, whether it is the choice of hotel, or the comparison of product quality and price, often by the opinions of colleagues, relatives and friends outside. These characteristics determine the guests of a hotel and its products, the impression they are less likely to buy the product. In hotel marketing, personal selling to major clients, group sales, but to take care of the less than great as the dispersion of potential customers. Advertising the name suggests and ulnar widely advertised, wide coverage, advertising is to let more people know and understand the most effective way of hotels and products.
Characteristics of the hotel advertising
    Compared with other promotions, hotel advertising has distinctive features:
   (1) surface spread wide, and a wide spread dissemination of physical copy information, and report the information coverage of a large hotel and its products can rapidly expand its influence in the short term;
   (2) indirect spread of the hotel advertising is publicity through the media, advertisers and advertising the recipient does not meet directly, so the content and form of advertising have a significant impact on hotel advertising publicity;
   The possibility of (3) media effect, due to the customer to get to hotels and their product information through the media, the media's own reputation, to attract its contact will produce both positive and negative effects of the spreading effect of the hotel advertising information;
   (4) The strong performance and attractiveness as an advertising medium can take advantage of the tone, color, shape and other technical means to express the advertising information, hotel advertising has better performance and attraction;
   (5) the effect of lag, the effect of advertising the hotel requires a longer time to be fully reflected. Advertising broadcast or published, in general, their effects can not be immediate. Because, on the one hand, the guests accept advertising a time interval, on the other hand the guests purchase decision requires a certain process, and the price of some products may not be the audience was affordable. Advertising effectiveness lag as short as a few days, as long as several years.