Advertising is not for every company. But some require it because their market is big and constantly changing and evolving
Website: http://www.docs.vn Email : lienhe@docs.vn Tel (: 0918.775.368 HANOI EDUCATION AND TRAINING SERVICE HANOI COMMERCIAL AND TOURISM COLLEGE ASSIGNMENT ADVERTISING METHODS OF HANOI HORISON HOTEL Supervisor: Nguyen Thi Hong Hanh Student: Nguyen Tuyet Anh Class: AV6C Course: 2005-2007 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 Ha noi - 2007 Acknowledgement I had written this assignment for nearly two months, and during that period many people have help me. Firstly, I would like to thank all the teachers of HaNoi commercial and tourism college. Who tough me carefully. And I am also grateful to Mrs. Nguyen Thi Hong Hanh the teacher of English of Hanoi commercial and tourism college who directly instructed me in writing this assignment. Beside, I also would like to thank to Mr. Christph Voegeli the General Director and staffs of HaNoi Horison hotel. For their help in a long time I practiced in the hotel Finally, I would like to thank to my family and friends who supposed and helped me in the pasting time. 2 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 TABLE OF CONTENTS 3 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 Methods of advertising A: Introduction 1. Reasons : Because : -Advertising is very important and necessary. So I research for it . -Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this , up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies that are they knowing and trusting. Advertising can help build awareness, so that eventually consumers will trust your offer. -I firmly believe that advertising is an excellent tool for rapidly building awareness of a company, its products or services. I believe equally firmly that you build a brand through public relations, not advertising . -So if you find yourself in need of that boost, check out these nine reasons for advertising: 1: Position or reposition your company, products or services. 2: Gain new customers, particularly hard-to-reach ones. 3: Maintain consistent, controlled customer communications. 4: Reinforce personal sales calls, direct mail. 5: Retain existing customers. 2. Purposes: The advertising has following purposes: To attract new buyers and try to expand customer base. To compete in the market. To create an organizations recognition among consumers. 4 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 To promote subsidiary or products manufactured by the same company To increase the sale of a particular product. To carry out public relations and public service program. -Advertising begins with the advertiser the individual or organization that usually initiates the advertising process. The advertiser also makes the final decisions about what the advertising will be directed to, the media in which it will appear the size of the advertising, and the duration of the campaign. - The major player in the advertising world is the media used by these advertisers. The media are the channels of communication that carry the messages from the advertiser to the audience. Media organizations are organized to sell space and time. 3. Methods: -E-mail messages. -Magazines. -Newsletters. -Newspapers (major). -Newspapers (neighborhood). -Online discussion groups and chat groups. -Posters and bulletin boards. -Radio announcements. -Telemarketing. -Television ads. -Web pages. -Yellow pages. -Direct mail. -Words of mouth advertising. 5 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 B. CONTENT CHAPTER 1 : THEORETICAL BACKGROUND 1.1: The definition of advertising: Advertising is the business of drawing public to goods and services and is performed through a variety of media which is non personal presentation to attempts to persuade people to buy goods and services English for business world (2005-Education and training publish). It informs the customers about the existence and benefit of the products or services and attempts to persuade them to buy them. In my knowledge, advertising paid message communicated through the various media by industry, business firms, nonprofit organizations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and thought patterns of the audience. Advertising is a marketing tool and may be used in combination with Sales Promotions, personal selling tactics, or publicity. Advertising is description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it. And advertising is the activityies of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. 1.2: The ways that companies advertise methods their products: -E-mail messages: These can be wonderful means to getting the word out about your business. Design your e-mail software to include a "signature line" at the end of each of your e-mail messages. Many e-mail software packages will automatically attach this signature line to your e-mail, if you prefer -Magazines: Magazines ads can get quite expensive. Find out if there's a magazine that focuses on your particular industry. If there is one, then the magazine can be very useful because it already focuses on your market and 6 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 potential customers. Consider placing an ad or writing a short article for the magazine. Contact a reporter to introduce yourself. Reporters are often on the look out for new stories and sources from which to collect quotes. -Newsletters: This can be powerful means to conveying the nature of your organization and its services. Consider using a consultant for the initial design and layout. Todays desktop publishing tools can generate very interesting newsletters quite inexpensively. -Newspapers (major): Almost everyone read the local, major newspapers. You can get your business in the newspaper by placing advertises, writing a letter to the editor or working with a reporter to get a story written about your business. Advertising can get quite expensive. Newspaper are often quite useful in giving advice about what and how to advertise. -Newspapers (neighborhood): Ironically, these are often forgotten in lieu of major newspapers, yet the neighborhood newspapers are often closet to the interests of the organizations stakeholders. -Online discussion groups and chat groups: As with e-mail, you can gain frequent exposure to yourself and your business by participating in online discussion groups and chat groups. Note, however, that many groups have strong ground rules against blatant advertising. When you are joining in a group, always check with the moderator to understand what is appropriate. -Posters and bulletin boards: Posters can be very powerful when placed where your customers will actually notice them. But think of how often youve actually noticed posters and bulletin broads yourself. Your best bet is to place the posters on bulletin boards and other places which your customers frequent, and always refresh your posters with new and colorful posters that will appear new to passers by. Note that some businesses and municipalities have regulations about the number of size of posters that can be placed in their areas. -Radio announcements: A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, for 7 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 example, when in their cars. Ads are usually sold on a package basis that considers the number of ads, the length of ads and when they are put on the air. A major consideration with radio ads is to get them announced at the time that your potential customers are listening to the radio. -Telemarketing: The use of telemarketing is on the rise . -Television ads: Many people dont even consider television ads because of the impression that the ads are very expensive. They are more expensive than most of major forms of advertising. However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials or other forms of advertisements. Television ads usually are priced with similar considerations to radio ads, that is, the number of ads, the length of ads and when they are put on the air. -Web papers: You probably would not have seen this means of advertising on a list of advertising methods if you had read a list even two years ago. Now, advertising and promotions on the World Wide Web are almost commonplace. Businesses are developing Web pages sometime just to appear up-to-date. Using the Web for advertising requires certain equipment and expertise, including getting a computer, getting an internet services provider, buying a Website name, designing and installing the Website graphics and other functions as needed (for example , an online store for e-commerce) , promoting the Website (via various search engines, directories, etc.) and maintaining the Website. -Yellow Pages: The Yellow Pages can be very effective advertising if you ads are well-placed in the directorys categories of services, and the name of your business is descriptive of your services and/or your ad stands out (for example, is bolded, in a large box on the page, etc.). The phone company will offer free advice about placing your ad in the Yellow Pages. They usually have special packages where you get a business phone line along with a certain number of ads. 8 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 -Direct mail: Mail sent directly from you to your customers can be highly customized to suit their nature and needs. You may want to build a mailing list of your current and desired customers. Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc. Keep the list online and up-to-date. Mailing lists can quickly become out-of-date. Notice mailings that get returned to you. This should be used carefully and it can incur substantial cost, you don't want to inundate your stakeholders with information so make the most of your messages. 1.3 The best kind of advertising: The best kind of advertising is probaly what is known as words of mouth advertising, which occurs when people tell their friends or relatives about the benefits of products or services that they have purchased. It is the best kind of advertising because this form doest have to pay money or anything for anybody. The company doest have spent money for this advertising form; it is really good for companies. Morever, words of mouth advertising has much effects. As you known, in fact, if our friends or relatives tell our about the benefit the convenience of products and services which they have used, we will believe in that easily more than listening that on TV, on newspaper or a strange person.When people believe in the products or services, they will buy them. Maybe, this is the most advantage of words- of-mouth advertising. 9 CH số 11 - B1 - ĐH KTQD Chuyên Photocopy - Đánh máy - In Luận văn, Tiểu luận ( : 6.280.688 CHAPTER 2: PRACTICAL BACKGROUND 2.1 Hotels background: Ha Noi Horison is a five star hotel located in a prime and fast expanding area of Ha Noi, assuring an easy access to Embassies and Government Office, Commercial Institutions, tourist attractions and major Exhibition Center. Ha Noi Horison hotel offers a winning combination of professional business services, elegant accommodation and outstanding facilities which include 250 superiors and DeluxeRooms and Suites, 3 commercial office floors , Superb Facilities for up to 800 people , Wireless High Speed Internet Access On Site ATM cash machine. In order to coordinate all works, you will find high-tech equipments and full secretarial services in our Business Center. . Le Mayeur Restaurant offers International delights to for your lunch or dinner buffets . Lee Man Fong Restaurant is the perfect place to try the delicate and colorful Asian Cuesine. Staying fit and healthy in our Fitness center and QT salon and Spa with new facilities: steam bath, Jacuzzi, Gymnasium, Private Massage rooms, Saunas, outdoor tennis court, swimming pool and bar Sundect. Ha Noi Horison hotel is managed by Swiss-belhotel International. 10 [...]... 6.280.688 2.2 The advertising methods hotel' s: Advertising plays a very essential role in every corporation Especially, Ha Noi Horison Hotel is a five-star hotel So the services is very good When they come back their country, they tell their friends who can travel Vietnam in the future Advertising is of great importance in gaining public’s awareness The hotel has been using many methods in advertising such... ATM Cash Machine Hanoi Horison Hotel is managed by Swiss-belhotel International - an international hotel management company, based in Hong Kong, managing hotels, resorts and serviced residences, throughout the Asia Pacific region Hotel s advertising formality, beside of diligently still limitative polyhedral faces Hotel uses so many advertising formalities spread in order to popularize hotel' s spectra... effective parodies and spoofs of their advertisements Advertising busters is just the icing on the cake The real power lies in the hands of everyday people that want to make a difference Hanoi Horison Hotel is a five star hotel in a prime and fast expanding area of Hanoi, elegant accommodation and outstanding facilities which include 250 Superior & Deluxe Room & Suite, 3 Commercial Office Floors, Super... hotel Hotel ought to enhance PR squadron, to can develop field of advertising professionally, effectively and organization is surpassed, motel's spectra publicity help with great deal of clients has need, excrement is wide a field curator field of advertising, person capital is en suite, they can develop potential ben of field own Over those triggers advertising concernment's efficiency up most, advertising. .. LuËn v¨n, TiÓu luËn (: 6.280.688 Hotel have the flexibility in deciding the advertising size and placement within the newspaper Hotel s advertising can be as large as necessary to communicate as much of a story as hotel care to tell Exposure to hotel s advertising is not limited; readers can go back to hotel s message again and again if so desired People expect to find advertising in their newspapers... manifold But advertising space can be expensive Hotel s advertising has to compete against the clutter of other advertisers, including the giants advertising run by another hotels as well as the ads of hotel s competitors Newspapers are usually read once and then discarded and poor photo reproduction limits creativity Newspapers are a highly visible medium, so hotel s competitors can quickly react to hotel s... about Hotel' s services, it still enlarge advertise latitude for hotel, the information of the motel is seek to who with completely and directly clients about plan and serviced of hotel This staffs give help to publicity for hotel in a way more professional and productive Those concernment shows staff fervor and dynamism of squadron event in hotel, via trust discernible client here and top priority for hotel' s... cost quite a lot of period of time to meet client 17 CH sè 11 - B1 - §H KTQD Chuyªn Photocopy - §¸nh m¸y - In LuËn v¨n, TiÓu luËn (: 6.280.688 Chapter 3 : proposals and solutions: Hanoi Horison Hotel is a five star hotel but it still has arduous and favourableness in advertise as: Horison is a hotel magisterially and celebrity, have material base well and finance potentiality is fine Hotel have young... base and service Consequently, when spectra advertise is given hotel it become very simple However, hotel has so many competitor as: Sofitel Metropole hotel, Daewo hotel, Nikko hotel, Melia hotel The staffs squad for advertise not yet enough Consequently infra I give help opinion a few egress to more perfective hotel So many gap motel still, advertising formalities sent out not yet develop motel's potential... over other methods of communication But not who also read them , advertise by a hotel' s little sum of moneys also costly email, but also isn't acquired efficiently Because number of email plenty more keep everybody from notice, and client concernment to wherewith motel by mere capful email Newsletter is a good type of advertising spread but this advertising formality doesn't bring back much profits 11