Advertising methods of HaNoi horison hotel

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 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. 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 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. 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. 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 Poster: The poster, as the way in which it is seen, is very different from newspaper or magazine advertisements. Reading is usually a private activity and therefore newspapers and magazines can carry advertisements for personal products which could look out of place in more public settings such as on television or on posters. Conversely, the poster is a highly public medium that can be seen by crowds of people at any one time. So poster of hotel are an effective means of publicizing issues of importance to public. Poster is tool help motel popularize its eating-house service, room services, is pasted In who harass where passer-by is mickle. It is advantages. Of course the major disadvantage is the fact that posters are usually seen on the move, and of the hundreds we pass in any given week very, very few are actually looked at. Good posters demand strong graphics and few words. This formality In many attention from clients impossible motel and tourist, it is mere a ad formality characteristic that give help to everybody know, it doesn't bring back profit for hotel. So do flyers it get spanked Situated but where have in abundance people mutually be, either formally updates this information for client though expensiveness but for this formality take quite a lot of period of times to gather profit for hotel. Newspaper: Newspapers are one of the traditional mediums used by business, both big and small are alike, to advertise their businesses. Consequently, hotel also resort to this ad formality to popularize service up to clients. 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. In fact, many people buy newspapers just to read the ads from the restaurants, movies and discount stores… Consequently it is still very limitative 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 prices and services. This formality is not hotel's common form. Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows hotel to reach highly targeted audiences. Relatively long ad life and repeated ad exposure, better quality paper permits better color reproduction and full-color ads. Magazine-travel/cuisine have plenty more eye-catching, more detailed, many of motel's spectra hold up with of prime quality, to ad in a way have scale, attract more client to wherewith hotel. Consequently there is limited flexibility in terms of ad placement and format, space and advertising layout costs are higher. Magazine advertising is only one type of advertising, it can not that the one preordains hotel’s development. Brochures: It be book to introduce information. It namely worked help client fathom information correctly and fullness, traditional history intelligibility and nippy deportment and understand extra and specify motel's position, in order to select reasonable prices pyrography return services in a way with a levels know. Touch services ad as: Lee man Fong restaurant, wireless high speed internet ( wine, dine and surf the internet…) Saturdays and Sundays BBQ, early bird summer swimming classes. Hotel's service match personally #PP, family, is collective. And hotel have assemble organization formality, conference. It bring back peace event clients to centers, trust absolutely into decision when choose motel. This tome still tell client known a number of prices give peculiarity to services . However there will have restrictions as: appropriation money, printed jib with staff's period of time amount big as well as with manual great deal of transmitting with formality given away. So it is un-get-at-table all clients hand with amount is big. And the last, it is formally hotel's essential and most productive advertising, this is advertising formality: sales call. This formality is costly so many period of time and cost of hotel but it is very very-high businesslike for hotel. Therefore it still have advantages and disadvantages. Sales Calls the visits salespeople make to a buyer's premises in order to sell their companies' products. Direct sales room staff find up to familiar and potential customer created to direct a nexus and friendly client. Help retrieval client understand 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 service, meet fabrication client give more developed business than another advertise formalities to a ground hotel. It create dispatch very often with respect to clients, it creates habit clients donation use possession service quality services of simultaneous hotel and more imaginatively in spread hotel's services. However this advertise formality very time-consuming and effort of room staff sales. Though it is formality help hotel's undertaking develop fast, but without form introduced give this advertise to everyone know come to hotel by formality which only can introduce up to familiar clients, big corporations and potential customers. It is motel's most important advertise formality. 2.3 Real situation of the matter This is some pictures and advertising on hotel’s web. The first and only hotel in Hanoi with an ATM cash dispenser machine on the premises and Wireless High Speed Internet Access. Improve your health, perfect your backhand, we believe in the revival of the fittest. We offer guests a swimming pool with a sun deck and bar on the second floor. An aerobics and fully-equipped Fitness Centre will help you to keep body and soul in shape, plus there is an open-air tennis court. Our aim is to make your stay in Hanoi pleasant and comfortable. Our 5-star services include: Concierge services 24-hour room service A Cisco Systems Hot Spot hotel Wired and Wireless high speed internet access Business centre Reservations for partner hotels Hotel Bus and Hotel Car Transportation Service Doctor on call Ample parking space Gift Shops ATM Cash Dispenser 5,000 sqm commercial office space with separate entrance Laundry & Dry Cleaning Service The Hanoi Horison Hotel offers a wide range of dining and entertainment options to satisfy even the most well-traveled palates as well as special requirements. We can easily accommodate small groups in our private dining rooms. And to help you unwind after a busy day, there's The OV Club & Casino and Entertainment Centre, the Nha Trang Terrace & Poolside Bar and our spacious Marble Court Lobby Lounge with daily Happy Hours. That is some of fact spectra what hotel advertised on Web. Many foreign people knew hotel by advertising on internet And introduce of the friends and many tourist booked room before arriving. This hotel is a five stars. So the services is very good. When they come back their country, they tell their friends who can travel Vietnam in the future. Hotel get organized very professionally, have only sales department but also PR department, the immediacy take its client, PR that new action type In Viet Nam, consequently into account not already professionally, however it has impacts diligently come to hotel. Over here it fabricate hotel's as spectra precious professionally. However, staff is still limitative, still not response to need is necessary. Not already influential actual is big, haven't been meet just the roles of the PR in serviced the hotel. Since then it predispose a requests to need to round this field furthers, PR department hotel's advertising actions curator as: design brochures, flyer, PR department go to meet the same director general client, design organization returns wedding shows. Presently in pill PR antinuclear hotel, about advertising action in hotels. PR staff is frequent meet client, is hotel's general speech with respect to client. it is motel middle direct bridge ware with a view to client service of next motel best most productive publicity. PR staff give help to client understood about hotel's service most concisely, most strict without pay for effort fathomed. Pass here shortened client's period of time without the need fathomed with respect to hotel, via hotel here can solicit a great deal of client come to motel professionally, but finiteness motel's PR squadron ought to abounded with is limitative, to cost quite a lot of period of time to meet client 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 staff squadron imaginatively and go overboard. Because fine material 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 finis. Consequently I have one a couple opinions to give help to motel walked up in affair. It be relationship fabrication with respect to simultaneous client sent out favored with respect to old-established client in use motel's service and those past old-established client can introduce up to potential customer. Take the banyan sale formality gradated to apply into advertise of the hotel by us used favor in serviced the regarding good hotel for trigger introduce with guest's new client obsolete merchandise. Rights of old-established client when introduce client newly will trigger acquaintance concernment about service and hotel's programs come to more people, hotel's affair help is walked up . Those passage will solicit big client potency is continuous and faithfully with 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 concernment's most far-reaching getting for hotel. Department PR staff needed is more professionally educated about work . C. CONCLUSION We are constantly bombarded with advertising in today's world. We can't hide from its influence on our society. In order to combat this reality, we must resort to our own imagination and creativity. This is why culture jamming has become so widespread, and is continuing to grow. People are learning how to confront the advertising giants, and are hacking away at them to weaken their power. It is impossible to think that we could get rid of advertising as a discourse completely. But it is being proven that we, as individuals and as a society, can have some influence on what we will tolerate in advertising. One of the most effective methods of attacking the advertising giants is by altering their ads, manipulating their slogans, exposing their hidden weaknesses, and creating imaginative and 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 Facilities for up 800 people, Wireless High Speed Internet Access, On Site 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 in a way is most beautiful, client ultimate, client entoptic unified cutaneous dropsy. So advertising formalities is very essential with respect to each enterprise, it doesn't only give help to enterprise there is loftiness proceeds of a sale but also who help enterprise spectra publicity come to all human being. it can say it be berth to says between society and everybody. References Internet Horison hotel's manual “English for business” book. (2005- Education and training publish) ._.