Seminar assignments for Module 2 on Advertising and Information activities in Tourism, 2013-2014 academic year

Theme 7. Advertising campaign in Kazakhstan

Questions to discuss:

1. Advertising campaign planning as a element of marketing

2. Advertising strategy selection

3. Organization and planning of advertising campaign

4. Main stages of advertising campaign

5. Methods of defining the advertising campaign effectiveness

6. Media planning as a basis of getting a maximum effectiveness of advertising campaign.

Assignments:

1. On the example of a travel agency (choose any in Almaty) describe its advertising campaign.

2. Compare an advertising campaign of a domestic tour company with international one.

3. A commercial about razors was shown to an experiment group. The result of the experiment is to find out people’s attitude to the razors. The differences in estimation defines the effect of the commercial’s impact. This is one of the samples to study statistical groups. Now give examples of studying statistical groups in tourism sphere. You may conduct an experiment in the class.

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. http://www.webtys.com/small_business/article_web_site_mistakes.php3

4. «Страна и Мир - http://www.sim.kz

Theme 8. Advertising and PR in hospitality industry

Questions to discuss:

1. PR departments in hotels and restaurants

2. Publicity in hotels to create a positive image

3. Problems occurred in PR activity of hotels and restaurants

4. PR specialists to manage crisis in hotels and restaurants

Assignments:

1. From the 15^th till 25^th of February there was shown a TV commercial for a new hotel service (i.e SPA service) on a domestic TV channel. A phone poll was conducted on the 16^th of March to find out people’s attitude to this ad. This poll is an example of one-time investigation of advertising activity. Give other examples of PR ways to get acquired of population awareness of tourism products and services.

2. Give examples how hotels can conduct PR to get profiles about potential and constant clients.

3. Read the Internet article “How native advertising will affect public relations” (http://www.prdaily.com/Main/Articles/How_native_advertising_will_affect_public_relation_13530.aspx#) and give your own ideas to promote Shymbulak as for winter so for summer periods too (you may choose any tools and make grounds on your choice).

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. Подорожная Л.В. Теория и практика рекламы. Учебное пособие. – Изд-во: Омега Л, 2012 – 344с.

4. Рогожин М.Ю. Теория и практика рекламной деятельности. Пособие – Издание 3е. – Изд-во:Альфа-Пресс, 2010 – 208с.

5. Кузнецов П.А. Социальная реклама. Теория и практика. Учебное пособие. – Изд-во: Юнити-Дана, 2010 – 175с.

6. «Страна и Мир -http://www.sim.kz

7. http://advertising.about.com/od/careersource/a/10advpr.htm

Theme 9. Presentations, seminars and other advertising events in tourism

Questions to discuss:

1. Tourism events as a tool of marketing in economics

2. Tourism fairs abroad and in Kazakhstan

3. Rules how to participate in tourism fairs

4. Advertising materials before and during fairs

Assignments:

1. On the example of one advertising event describe stages of planning and organizing it (for example, a new tourism product presentation)

2. Think thoroughly to hold two events "Open days in KazUIR&WL" and "Baursak’s Day"? Give all participants’ actions by stages, and the whole programme of the events.

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. Подорожная Л.В. Теория и практика рекламы. Учебное пособие. – Изд-во: Омега Л, 2012 – 344с.

4. Рогожин М.Ю. Теория и практика рекламной деятельности. Пособие – Издание 3е. – Изд-во:Альфа-Пресс, 2010 – 208с.

5. Кузнецов П.А. Социальная реклама. Теория и практика. Учебное пособие. – Изд-во: Юнити-Дана, 2010 – 175с.

Theme 10. Ways to promote tourism services

Questions to discuss:

1. Campaigns to promote tourism services

2. Promotion of tourism products through TV and radio

3. Promotion of tourism products through Internet (different types of Internet advertisements)

Assignments:

Study different advertising materials in Kazakhstani tourism companies – travel agencies, tour operators, hotels, restaurants, casinos, entertainment centres, transport companies. Make an analysis in the report format, including information about its attractiveness, brightness, ways of dissemination, target market addressed, and so on.

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. Подорожная Л.В. Теория и практика рекламы. Учебное пособие. – Изд-во: Омега Л, 2012 – 344с.

4. Рогожин М.Ю. Теория и практика рекламной деятельности. Пособие – Издание 3е. – Изд-во:Альфа-Пресс, 2010 – 208с.

5. Кузнецов П.А. Социальная реклама. Теория и практика. Учебное пособие. – Изд-во: Юнити-Дана, 2010 – 175с.

Theme 11 Advertising and society

Questions to discuss:

1. Psychological aspects of advertising perception

2. Demographic socio-economic aspects of advertising perception

3. Geographic aspects of advertising perception

Assignments:

1. Make an analysis on how a demographic environment impacts on marketing activity of the company and its advertising process (on the example of one real tourism company). Mention methods of revealing this impact.

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. Подорожная Л.В. Теория и практика рекламы. Учебное пособие. – Изд-во: Омега Л, 2012 – 344с.

4. Рогожин М.Ю. Теория и практика рекламной деятельности. Пособие – Издание 3е. – Изд-во:Альфа-Пресс, 2010 – 208с.

5. Кузнецов П.А. Социальная реклама. Теория и практика. Учебное пособие. – Изд-во: Юнити-Дана, 2010 – 175с.

Theme 12 «Image and a company’s style»

Questions to discuss:

1. Image advertisements

2. Image articles

3. Image events

4. Corporate culture to create image of a tourism company

Assignments:

1. Mention elements of negative and positive image advertising found in one real tourism company.

2. Give real examples of image advertisements demonstrated through different types of distribution channels.

Literature and Internet sources:

1. Дурович А. П. Реклама в туризме: Учебное пособие. - 2-е изд., перераб. и доп. - Минск: Новое знание, 2001. - 495с.

2. Уэллс У., Бернет Дж., Мориарти С. Реклама: принципы и практика. – СПб: Питер, 2003. –800с.

3. Картер Г. Эффективная реклама. М.: «Прогресс», 1991

4. Гречин Е.Ю. Создание брендов. Развитие и применение идей Эла Райса на российском рекламном рынке. – Издат-во: Питер, 2013 – 208с.

5. Пендикова И.Г., Ракитина Л.С. Архетип и символ в рекламе. Изд-во: Юнити-Дана, 2011 – 303с.

6. Козиев В.А. Реклама в системе маркетинга. Учебное пособие. – М., 1990

---

Дата добавления: 2015-11-14