Аграрный вестник Урала № 05 (123) 2014Экономика
A CREATIVE STYLE OF A UNIQUE TRADE OFFER IN INTERNATIONAL ADVERTISING OF HOTELS
Verbal methods of advertising presentation of hotels within a creative strategy of a unique sales offer are considered, a typology of advertising presentation of a specific benefit to a consumer is created, both promote a development of creative thinking of specialists in the field of advertising at the present stage of its development. In hotel advertising a unique sales offer should ensure that a particular hotel is not mixed with others in a general information stream. With the help of an updated USO it becomes more competitive. However, the USO in the hotel business is non-uniform: an offer is differentiated by a type of the text information brought to the surface plan. Hotel USO options: 1) an offer of the hotel as a statusone; 2) a hotel offer as having an extensive territory and/or natural features; 3) a hotel offer having additional features; 4) a hotel offer as environmentally favorable; 5) a hotel offer with history (genuine or stylized); 6) a hotel offer with a unique architecture; 7) a hotel offer as combining history and modernity, European and local traditions, including architecture; 8) a hotel offer as having a special atmosphere; 9) a hotel offer as ethnographic; 10) a hotel offer as the best one for sports; 11) a hotel offer as optimal for recovery; 12) a hotel offer as the best one for entertainment; 13) a hotel offer as not allowing on its territory local residents. The research results presented in the article show that in an efficient sales offer a style focuses on highlighting unique characteristics of goods or benefits that it gives a consumer as well as it focuses on a direct comparison of commodity prices or attributes with the nearest competitor, the name of a competitor is often not mentioned. The idea is to persuade consumers in a brand superiority over the competition. However, hotel services are a specific category, their real presentation is not identical to the presentation of any product. Thus, creative advertising styles and creative promotional strategies, within which a set of communicative tactical schemes are implemented, need further scientific development on the basis of which there is a complex training of specialists in different areas of business, including tourism.
tourist advertising discourse, unique sales offer, creative advertizing style, verbal presentation of hotels
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