Integrated Hospitality Marketing Communication

INTEGRATED HOSPITALITY
MARKETING COMMUNIATION

Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
Task A..............................................................................................................................................3
LO1 Evaluate different marketing channels and how they serve communication objectives for
various hospitality organizations.....................................................................................................3
LO4 Critically evaluate a hospitality case study involving communication strategy, channel
choice and creative content in respect to communication plan.......................................................6
Task B..............................................................................................................................................7
LO3- Communication objectives.....................................................................................................7
LO2 Justifications for the selection and integration of communications channels chosen.............9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
The concept of integrated marketing communication (IMC) is acknowledged as key
factor in the marketing. The advancement of information and communication technology is the
important drive forces in IMC. It provides the competitive advantage to the management. The
integrated marketing communication is a part of promotion which involves different
communication tools for delivery of the message to the customers for having desired impact on
customer perception and behavior (Guchait and et.al., 2019). Integrated marketing
communication defines the process of coordination of all activity through different
communication methods across the world. It is a concept of goal directed associated with
marketing strategy of the organization. The marketing activity are efficient and effective because
of integrated marketing communication as it relies on multiple methods of communication and
customer touch points in the purpose of delivering consistent messages in many ways. The study
has been done on the Babington house it was built in 1705 located in the village of Babington
between the Radstock and Frome. It was converted in 1998 as hotel and club for weeding venue.
The property was sold to Joan Elcode. The report is divided into two part- part A is discussed on
the communication channels and the strategies in respect to marketing communication plan. Part
B is discussed on the justification of the plan and objectives.
Main body
Task A
LO1 Evaluate different marketing channels and how they serve communication objectives
for various hospitality organizations.
The marketing communication is the framework of marketing defining various channels
of communication methods and tools. It focus on the communicating of message to the desired
market by using various channels such as advertising, personal selling, social media and public
relation etc. marketing communication is the mixture of marketing mix of 4Ps –product, price,
place, and promotion for the sale of goods through communicating a message to target audience.

The communication channel of marketing refers to the way of delivering offers and values to the
audience by the companies. This channel helps in establishing and building brand image. The
different marketing channels are – (Gurzki and et.al., 2019).
Advertising- It defines to paid form of communication from identified sponsor that present
attention in respect to ideas, goods and services. It is directed towards the groups where message
is delivered through media of television, radio, newspaper, magazines and internet. It is in the
form of print used by the business. It is the traditional form of promotion. The purpose of the
advertising is to inform to the people by creating awareness of brand, products, services and
ideas by informing them about new programs and product attributes and the benefit of new
products. The persuasive advertising tries to convince the customers regarding the product and
service of the Babington hotel which will enhance the brand image of the hotel. The customers
are influenced to switch their brand and come out in try of new things. The reminder advertising
reminds the people about the needs and wants for product and service or benefits they will get by
the purchase of product.
Public relations- It defines to a process of building a positive image and maintaining a
beneficial relationship between organizations and public communities, groups in which it serves.
It is referred as free advertising because it focuses on earning favorable image by having
attention to newsworthy and attention worthy activities of the hotel and customers. It considers
the multiple audiences by using two way communications for monitoring feedback and
messages. It is an effective tool for the Babington hotels and resort as it generates visibility and
consideration of individual property or brand. It requires the long term planning to strengthen the
relationship with public for long term survival of the organization. There are various PR tools
which can be used by the Babington hotels in order to meet their business objectives such as
sponsorship, crisis management, media relations, award programs and many more. In current
situation crisis management is one of the major tool which can be used by Babington hotel in
order to overcome from the disruption of COVID so that emergency situation can be dealt in
most appropriate effective manner (Hapsari and et.al., 2017).
Direct marketing – It directly communicates with the consumers through personalized mail by
knowing the person needs, interest, preference and behaviour. The aim of direct marketing is to
reach to the customer directly for the promotion of the product or services by using the