Objectives of Advertising

The following report is based on a particular advertisement of Park Hotels in Australia. The advertisement promotes the hotel in different ways and is published in one of the leading business magazines of Australia named Micenet Magazines (Meetings.hyatt.com. 2018). The Park Hyatt group of hotels is a range of Luxurious hotels located in the different large cities of Australia. There are a total of 7 different such hotels in Australia. The Hyatt Regency is an agent of the five star brands within the elite range of business hotels of the World Group. All the range of Hyatt hotels falls within the range of the different first class properties or the contribution and has a range of at least 200 to 2000 excusive rooms. The management of Park Hyatt hotels is fanatical to providing the guests with the utmost eminence of renovation and values of the organization. At Hyatt the company values its positions in the community in which they operate and will work to develop the associations and also to respect and defend the backgrounds of the organization.

The context of the following assignment is based on a particular advertisement posted by Hyatt group of Hotels. The company aims to promote itself as a brand and announces the different services that it is capable of providing in the Addressees of the hotel in Australia.

The purpose of the hotel is to create awareness about the kind of service they deliver to the customers and also provide a clear idea about their range of hotels from where they serve. The advertisement thus acts as a platform of knowledge to the customers.

Advertising has a lot of different objectives that includes the likes of communication with the potential customers as well as persuading them to adopt a particular product or service (Kendall et al. 2018). It also aims to create a rippling effect in the minds of the customer that helps the customer to develop a particular preference for the product. The following advertisement posted by the management of Hyatt group of hotels has aims to persuade the business community as well as the individuals who organize different events in the hotel premises. The caption of the Advertisement “Created by Hyatt Inspired by You” itself speaks volumes of the aims of the company to influence the community to choose their hotel as the hosts to different parties and meetings (Meetings.hyatt.com. 2018). The management of the hotel has implemented all the 3 advertisement theories and has put them into good use to ensure the success of the business in the long run.

1. The mediation of Reality- The advertisement has become effective just because of the nature in which it is presented. Apparently they utilize the print media to a great way by means of proper actions and elusive functioning. The company has intentionally posted the advertisement in the business magazine just because it aims to target the business population in the following regard (Kim et al. 2016).
2. Shift in Loyalty- The advertisement is designed and given such a beautiful color that will surely catch the attention of the people. The consumers will definitely try or will give it a try to organize an event or a meeting in the hotel.
3. Magic of Meaning- The advertisement has been presented in the easiest way possible, thus paving the way for the people to easily understand the following and get a clear idea of the facts related to the post. The management has cleverly posted an attractive caption to woo the customers and attract them to the hotel.

As mentioned earlier the advertisement is carefully formulated and has been posted in a leading business magazine of Australia as a clear strategy to win customers in the market. The advertisement has been an innovative one because earlier ads of a hotel never came with a caption. The importance of the advertisement lies in the fact that it has targeted the business class and the companies to organize meetings and events in the hotel and earn revenues. The company has used a number of marketing theories to attract customers in the market. This includes;

1. Social Approach- The Management of Park Hyatt hotels in Australia maintains its own social presence and tries to bring to life the insight that has been heard from the previous customers (Meetings.hyatt.com. 2018). The company engages in conversations with its old clients and incorporates all the amenities that are proposed by them which were absent earlier. The company takes the initiative of celebrating the ways in which the brand helps the guests being away.
2. Financial Approach- The strong financial backing of around $600 million along with purchasing power of more than$1.4 billion has helped the company to curve out a separate name for them in the service and hospitality industry.
3. Distribution Strategy- The brand has been expanding itself in Australia through new business in small towns especially with the growth of wild tourism. The company has also been involved in acquiring lesser known brands and small hotels to expand it. This strategy also helps them to keep an upper hand over its customers in the market.

The advertisement uses the blue color which is iconic to its brand. It also shows the exclusive and magnificent Sydney Opera House at the background (Meetings.hyatt.com. 2018). This provides an excellent atmosphere for the business houses to organize meetings and events. The advertisement also provides the link of the official website of the company where the people can search the basic amenities available in the hotel.

Conclusion: 

The following advertisement has provided a great idea about modern advertisements and different types of the elements related to it. The advertisement has been formulated after much research and development and is an innovative one because of the attached caption. The advertisement also provides the different theories and approaches related to marketing and the strategies used in the marketing of Hyatt group of hotels.

References:

Kendall, T.A., Cohler, M.R., Zuckerberg, M.E., Juan, Y.F., Jin, R.K.X., Rosenstein, J.M., Bosworth, A.G., Wong, Y., D’angelo, A. and Palihapitiya, C.M., Facebook Inc, 2018. Social advertisements and other informational messages on a social networking website, and advertising model for same. U.S. Patent 9,984,391.

Kim, J., Kim, P.B., Kim, J.E. and Magnini, V.P., 2016. Application of construal-level theory to promotional strategies in the hotel industry. Journal of Travel Research, 55(3), pp.340-352.

Lippow, M.A. and Verma, N., Google Inc, 2016. Graphical user interface for hotel search systems. U.S. Patent Application 14/952,814.

McElfresh, C., Mineiro, P. and Radford, M., Excalibur IP LLC, 2017. Method and system for optimum placement of advertisements on a webpage. U.S. Patent 9,779,412.

Meetings.hyatt.com. (2018). Hyatt Meetings & Events | Hyatt Hotels & Resorts. [online] Available at: https://meetings.hyatt.com [Accessed 1 Aug. 2018].

Riedl, S.E., Time Warner Cable Enterprises LLC, 2016. Technique for effectively delivering targeted advertisements through a communications network having limited bandwidth. U.S. Patent 9,247,288.