廣告營(yíng)銷(xiāo)策劃酒店必須考慮的三個(gè)問(wèn)題是？
酒店在圍繞某一營(yíng)銷(xiāo)目標(biāo)進(jìn)行廣告策劃時(shí)，必然會(huì)考慮三個(gè)主要問(wèn)題：信息，要傳送什么信息？媒體，選擇什么樣的媒體？測(cè)評(píng)，如何評(píng)價(jià)廣告效果？
   （1）酒店廣告信息
    酒店廣告時(shí)傳送產(chǎn)品和服務(wù)信息的手段，必然會(huì)面臨傳送什么信息和怎樣傳送信息的問(wèn)題。這里就涉及廣告信息的選擇和廣告信息的設(shè)計(jì)問(wèn)題。
    廣告信息的選擇主要是涉及酒店想要告訴目標(biāo)受眾哪些事情。一家酒店能夠吸引客人的因素很多，廣告如果什么都想說(shuō)，結(jié)果必然是不能給人留下任何印象。必須對(duì)所有傳播的信息的進(jìn)行認(rèn)真的選擇，從各種因素中，挑選出1~2種對(duì)客人最有吸引力，或最具競(jìng)爭(zhēng)力的要素，作為廣告?zhèn)鞑サ闹饕獌?nèi)容。
    廣告信息的設(shè)計(jì)是營(yíng)銷(xiāo)人員根據(jù)酒店所要傳遞的信息，結(jié)合酒店?duì)I銷(xiāo)的內(nèi)外部環(huán)境，運(yùn)用廣告藝術(shù)手段來(lái)塑造形象，傳遞信息的創(chuàng)作活動(dòng)。廣告設(shè)計(jì)包括主題設(shè)計(jì)、文稿設(shè)計(jì)、圖畫(huà)設(shè)計(jì)和技術(shù)設(shè)計(jì)等內(nèi)容。
    廣告設(shè)計(jì)的成功關(guān)鍵在于廣告的創(chuàng)意，即廣告的藝術(shù)表現(xiàn)手段。廣告創(chuàng)意的關(guān)鍵也在于一個(gè)“新”字，一定要有所突破，而且能給予受眾愉快、興奮的藝術(shù)享受；然而，廣告創(chuàng)意必須符合酒店的廣告目標(biāo)，而酒店vi設(shè)計(jì)也在受眾心目中塑造酒店所期望的形象。
   （2）廣告媒體
    酒店要做廣告，必然要解決選擇什么媒體的問(wèn)題。不同的媒介都有其適應(yīng)性和局限性，應(yīng)充分把握，選擇合適的媒介，正確選擇傳播時(shí)間。可以根據(jù)以下幾個(gè)主要方面把握：
    第一，廣告媒介必須與酒店產(chǎn)品的性質(zhì)相配合。例如，酒店所提供的是純休閑度假的產(chǎn)品，就不適于在純針對(duì)商務(wù)客人的雜志上做廣告，而應(yīng)當(dāng)選擇休閑度假類(lèi)的旅行雜志。
    第二，選擇媒體必須考慮所爭(zhēng)取的細(xì)分市場(chǎng)。酒店應(yīng)通過(guò)營(yíng)銷(xiāo)調(diào)研了解細(xì)分市場(chǎng)有效解觸的媒體種類(lèi)，將廣告做在細(xì)分市場(chǎng)可以解觸到的媒體上。例如，酒店欲極力爭(zhēng)取商務(wù)客人，則應(yīng)考慮把廣告投放在工商類(lèi)、財(cái)經(jīng)類(lèi)的報(bào)刊上。
    第三，必須考慮哪種媒體能夠適合酒店的廣告費(fèi)用預(yù)算，且能達(dá)到預(yù)期的廣告效果。
    第四，酒店要想達(dá)到良好的廣告效果，必須考慮到媒體的發(fā)行量或傳播范圍，以此作為對(duì)該媒體評(píng)價(jià)的基礎(chǔ)。
   （3）酒店廣告效果的評(píng)價(jià)
    酒店廣告時(shí)以大量的廣告費(fèi)用為代價(jià)而展開(kāi)的，任何一家酒店都不可能漠視廣告的效果，而應(yīng)當(dāng)根據(jù)其投入和產(chǎn)生出并對(duì)比廣告目標(biāo)來(lái)進(jìn)行綜合評(píng)價(jià)。雖然廣告效果的評(píng)價(jià)屬于事后評(píng)價(jià)，但它卻可以在總結(jié)前期活動(dòng)的基礎(chǔ)上，有效地指導(dǎo)下一步的廣告策略。
    廣告效果的評(píng)價(jià)分為三個(gè)方面：其一是對(duì)廣告?zhèn)鞑バЧ脑u(píng)價(jià)；其二是對(duì)廣告促銷(xiāo)效果的評(píng)價(jià)；其三是對(duì)酒店廣告形象效果的評(píng)價(jià)。
   
Two, hotel advertising campaign to consider three questions?
Advertising campaign around a marketing objective, the hotel is bound to consider three main issues: information to be sent what information? Media, to choose what kind of media? Evaluation, how to evaluate advertising effectiveness?
   (1) Hotel advertising information
    Hotel advertising send a means of product and service information, and transmit information and how to send information will face. Relating to the advertising information selection and design of advertising messages here.
    The choice of advertising messages involving the hotel you want to tell the target audience what things. A hotel to attract guests of many factors, advertising If you would have to say, the result will not give the impression that any impression. Must be spread to all

Information of a serious choice, selected from a variety of factors, two kinds of guests the most attractive or the most competitive elements as the main content of the advertising communication.
    The design of the advertising messages is the message of the marketing staff according to the hotel, hotel marketing, internal and external environment, the use of advertising art means to shape the image of the transmission of information creation. Advertising design, including theme design, presentation design

Content, graphic design and technical design.
    Advertising design the key to success lies in the advertising creative advertising means of artistic expression. Critical of the advertising creative is a "new", a breakthrough, but also to give the audience a happy, excited to enjoy the arts; However, advertising

Creative must comply with the advertising goals of the hotel, in the minds of the audience shape the image of the hotel expect.
   (2) advertising media
    The hotel do the advertising, is bound to solve the selection media. Different media have their adaptability and limitations, should take full advantage of choice of media, the correct choice of the propagation time. Can grasp the main aspects of the following:
    First, advertising media must be compatible with the nature of the hotel product. For example, the hotel is the product of pure leisure, are not suitable in a pure advertising magazine for business travelers, should choose the travel magazine of the leisure class.
    Second, select the media must consider the fight for market segments. Hotel through marketing research to understand market segments, effective solution to touch the media types will do the advertising media on the possible solutions in the market segments touched. For example, hotels want to fight for business

Guests, you should consider advertising in the press of business classes, financial classes.
    Third, we must consider what kind of media suitable for the hotel cost of advertising budget and achieve the desired advertising effect.
    Fourth, the hotel in order to achieve a good advertising effect, must take into account the circulation or dissemination of the media as a basis for the evaluation of the media.
   (3) evaluation of the effectiveness of hotel advertising
    The hotel advertisements when the cost of a lot of advertising costs and expanded, any hotel can not ignore the effect of advertising, a comprehensive evaluation should be based on their inputs and produce and comparative advertising goals. Although the evaluation of advertising effectiveness is

Ex-post evaluation, but it can be on the basis of summing up the activities of the pre-effective guidance to the next step of advertising strategy.
    Evaluation of advertising effectiveness is divided into three areas: One is the evaluation of the advertising campaign; The second is the evaluation of the effect of advertising and promotion; evaluation of the effect of advertising image.