New Study Announces Top-Rated Hotel Print Ads and Television Commercials
Successful Hotel Advertising is Not Tied to Budgets.
Somerset, NJ, September 10, 2008 --(PR.com)-- Phoenix Marketing’s Travel and Leisure Practice today announced the results of its Hotel Advertising Performance Index (AdPi) Audit™. The research shows that a large budget for placing ads in either television or print does not always translate into significant increases in purchase consideration.
In the print category, the top performing ads were for Marriott, Loews, and Days Inn. The amount of marketing dollars spent on the placement of these ads was a fraction (one-third) of that spent by the most expensive ads.
While the Marriott and Loews ads were multi-page and featured imagery, the proposition of the Days Inn ad focused on price, value, and property renovation. “It’s interesting how successful print ads can appeal to either the emotional and rational side of the consumer… and the ability of Hotel AdPi™ to uncover these differences,” said Greg Diaz, Vice President, Phoenix Marketing International.
The top-rated television commercials were for Choice Hotels and Wyndham Worldwide. According to Diaz, “Some hotel commercials focus on humor. What set these winning commercials apart from others is that they communicate a coherent message… numerous locations… images of everyday individuals in familiar situations… and a unique call to action: usage of a frequent guest program or sweepstakes.”
The Phoenix study measured consumers’ reactions to 21 print ads and 19 television commercials across Economy, Mid-Scale, and Upscale hotel brands. The AdPi scores and attribute ratings against norms, show strengths and weaknesses of each ad which can then be evaluated against its objectives.
The first wave of this continuous syndicated study was conducted in Q2, 2008. It included the ad spend for each hotel brand and mapped spend versus the consumers’ reactions. Consumers were asked if they would want to book a hotel, if the ad was worth seeing again, and if the ad was inspiring or worth talking about.
“AdPi measures the impact of ad spending by providing a realistic picture of the market,” continued Diaz. “We can measure any actions taken and we have the ability to show potential actions of viewers and non-viewers. Clients can cut the data by their own unique market segments which help them better target their audience messages.”
Top hotel ads can be seen by visiting http://www.phoenixmi.com/pdf/hotelads.pdf
About Phoenix Travel and Leisure
Phoenix’s Travel and Leisure Practice partners with clients in global and domestic markets across the hotel, airline, destination and entertainment industries. Together, they work to understand the social, economic and competitive factors impacting business today.
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide. With national offices, Phoenix provides advanced advertising, brand measurement, and direct marketing expertise.
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In the print category, the top performing ads were for Marriott, Loews, and Days Inn. The amount of marketing dollars spent on the placement of these ads was a fraction (one-third) of that spent by the most expensive ads.
While the Marriott and Loews ads were multi-page and featured imagery, the proposition of the Days Inn ad focused on price, value, and property renovation. “It’s interesting how successful print ads can appeal to either the emotional and rational side of the consumer… and the ability of Hotel AdPi™ to uncover these differences,” said Greg Diaz, Vice President, Phoenix Marketing International.
The top-rated television commercials were for Choice Hotels and Wyndham Worldwide. According to Diaz, “Some hotel commercials focus on humor. What set these winning commercials apart from others is that they communicate a coherent message… numerous locations… images of everyday individuals in familiar situations… and a unique call to action: usage of a frequent guest program or sweepstakes.”
The Phoenix study measured consumers’ reactions to 21 print ads and 19 television commercials across Economy, Mid-Scale, and Upscale hotel brands. The AdPi scores and attribute ratings against norms, show strengths and weaknesses of each ad which can then be evaluated against its objectives.
The first wave of this continuous syndicated study was conducted in Q2, 2008. It included the ad spend for each hotel brand and mapped spend versus the consumers’ reactions. Consumers were asked if they would want to book a hotel, if the ad was worth seeing again, and if the ad was inspiring or worth talking about.
“AdPi measures the impact of ad spending by providing a realistic picture of the market,” continued Diaz. “We can measure any actions taken and we have the ability to show potential actions of viewers and non-viewers. Clients can cut the data by their own unique market segments which help them better target their audience messages.”
Top hotel ads can be seen by visiting http://www.phoenixmi.com/pdf/hotelads.pdf
About Phoenix Travel and Leisure
Phoenix’s Travel and Leisure Practice partners with clients in global and domestic markets across the hotel, airline, destination and entertainment industries. Together, they work to understand the social, economic and competitive factors impacting business today.
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide. With national offices, Phoenix provides advanced advertising, brand measurement, and direct marketing expertise.
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Phoenix Marketing International
Greg Diaz
732 563 8502
www.phoenixmi.com
Greg Diaz
732 563 8502
www.phoenixmi.com
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