ADVERTISING METHODS OF HANOI HORISON HOTEL

Advertising is not for every company. But some require it because their market is big and constantly changing and evolving

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

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

TABLE OF CONTENTS

Acknowledgement 1

TABLE OF CONTENTS 2

Methods of advertising 3

A: Introduction 3

1 Reasons : 3

2 Purposes: 3

3 Methods: 4

B CONTENT 5

CHAPTER 1 : THEORETICAL BACKGROUND 5

1.1: The definition of advertising: 5

1.2: The ways that companies advertise methods their products: 5

1.3 The best kind of advertising: 8

CHAPTER 2: PRACTICAL BACKGROUND 9

2.1 Hotel’s background: 9

2.2 The advertising methods hotel's: 10

2.3 Real situation of the matter 14

Chapter 3 : proposals and solutions: 17

C CONCLUSION 18

References 19

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 organization’s recognition among consumers

• 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

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 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 Today’s 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 organization’s 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 you’ve 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 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 don’t 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 directory’s 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

-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 does’t have to pay money or anything for anybody The company does’t 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

CHAPTER 2: PRACTICAL BACKGROUND

2.1 Hotel’s 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

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 as: Newsletter, poster, , brochures, email, mass media (newspaper, magazine-travel/cuisine), sales call Each of those methods has its own advantages and disadvantages

Email advertising of hotel, as effective as it is has both advantages and disadvantages

The advantages of email advertising are numerous and far outweigh For starters, it is extremely cheap Hotel can send email messages literally

to millions of clients and prospects who have opted to receive their messages at a cost that is close to zero Then it is instant, recipients are able

to receive the message and respond instantly This is in sharp contrast to snail mail, which usually takes days to arrive and it often cost a bundle to mail a simple message to a few thousand individualsin sending out email messages to targeted customer Email advertising of hotel is also very easy

to track Within a few hours of sending a message, Email has changed the way hotel do business Sure, people complain about the amount of Email they receive But when all is said and done, using Email has impacted business and customer in a positive way and has the edge over other methods of communication.

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

It has feature help client seize hotel’s information obviously it is advertising formality to give helping to all information indoctrination to everybody, sale promotion But it's present retrench either

However it is in a way updates information, service but it doesn't get issued very often entered weekly and who also lose much time in preparation, it doesn't bring to much benefits for hotel