A STUDY OF ADVERTISING STRATEGIES IN HOTEL BROCHURES.

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A STUDY OF ADVERTISING STRATEGIES IN HOTEL

BROCHURES

A RESEARCH PAPER

Submitted to the English Education Department in Partial Fulfillment of the Requirements for Sarjana Sastra Degree

By

Istia Hamdiati Nuri 0800583

ENGLISH EDUCATION DEPARTMENT

FACULTY OF LANGUAGE AND ARTS EDUCATION

INDONESIA UNIVERSITY OF EDUCATION

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A STUDY OF ADVERTISING

STRATEGIES IN HOTEL BROCHURES

Oleh

Istia Hamdiati Nuri

Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar Sarjana pada Fakultas Pendidikan Bahasa dan Seni

Agustus 2013

Hak Cipta dilindungi undang-undang.

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PAGE OF APPROVAL

A Study of Advertising Strategies in Hotel Brochures

By

Istia Hamdiati Nuri 0800583

Approved by:

Main Supervisor

Dra. Sri Setyarini, M.A. NIP. 196312291990022001

The Head of English Education Department Faculty of Language and Art Education

Indonesia University of Education

Prof. Dr. Didi Suherdi, M.Ed NIP. 196211011987121000

Co Supervisor

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ABSTRACT

The present study entitled A study of Advertising Strategies in Hotel Brochures aims to find out the advertising strategies: concepting approaches (Altstiel & Grow, 2007) made by several hotels in their hotel brochures (Aston Tropicana, Amaris, Sensa, Nalendra and Favehotel) located on Cihampelas street Bandung. In addition, this study also evaluates those concepting approaches using AIDCA (Attention, Interest, Desire, Conviction, and Action) formula (Clyde Bedell, 1952; Albert & Schick, 1996; Bird, 2005, and Trehan, 2009). To analyze the data, a descriptive qualitative approach was applied. The findings show that four out of five hotel brochures consist of two concepting approaches namely show the benefit and show the product. In addition, it is found that there are three brochures used comparison as their approach. Overall, the evaluation result of those advertising strategies indicates that the AIDCA formula fail to be utilized by all of the hotel brochures on Cihampelas street Bandung since none of the hotel brochures applied AIDCA formula completely.

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1.1 Background of the Study ………... 1.2 Research Questions ……….. 1.3 Aims of the Study ………... 1.4 Scope of the Study ……….... 1.5 Significance of the Study ………... 1.6 Research Methods ………... 1.7 Clarification of the Terms ………... 1.8 Organization of the Paper ………...

CHAPTER II THEORETICAL FOUNDATION ………....

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CHAPTER III RESEARCH METHODHOLOGY………... 3.1 Research Design………....……….. 3.2 Data Collection ………... 3.3 Data Analysis ………... 3.4 Data Presentation …....………...

CHAPTER IV FINDINGS AND DISCUSSIONS ………...

4.1 The Main Concepting Approaches on the Brochures ………... 4.1.1 Show the benefit concepting approach ………...………..

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Brochure... 4.1.2.3.2 Show the Product in the Non-Verbal Elements of the Brochure... 4.1.2.4 Nalendra Hotel Brochure………...

4.1.2.4.1 Show the Product in the Verbal Elements of the Brochure... 4.1.2.4.2 Show the Product in the Non-Verbal Elements of the Brochure...

4.1.2.5 Favehotel Brochure...

4.1.2.5.1 Show the Product in the Verbal Elements of the Brochure... 4.1.2.5.2 Show the Product in the Non-Verbal Elements of the

Brochure...

4.1.3 Comparison Concepting Approach... 4.1.3.1 Sensa Hotel Brochure...

4.1.3.1.1 Comparison in the Verbal Element of the Brochure 4.1.3.2 Nalendra Hotel Brochure………...

4.1.3.2.1 Comparison in the Verbal Element of the Brochure 4.1.3.2.2 Comparison in the Verbal Elemnt of the Brochure

4.1.3.3 Favehotel Brochure...

4.1.3.3.1 Comparison in the Verbal Element of the Brochure 4.2 AIDCA Formula Occured in the Brochures...

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4.2.1.1 Aston Tropicana Hotel Brochure... 4.2.1.2 Sensa Hotel Brochure... 4.2.1 3 Nalendra Hotel Brochure………... 4.2.1.4 Favehotel Brochure...

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4.2.4.3 Sensa Hotel Brochure... 4.2.4.4 Nalendra Hotel Brochure...

4.2.4.5 Favehotel Brochure... 4.2.5 Action Step...

4.2.5.1 Aston Tropicana Hotel Brochure... 4.2.5.2 Amaris Hotel Brochure...

Appendix D: The brochure of Nalendra Hotel... Appendix E: The brochure of Favehotel... Appendix F: List of verbal elements used by Aston Tropicana Hotel... Appendix G: List of verbal elements used by Amaris Hotel... Appendix H: List of verbal elements used by Sensa Hotel... Appendix I: List of verbal elements used by Nalendra Hotel... Appendix J: List of verbal elements used by Favehotel...

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CHAPTER I

INTRODUCTION

This chapter presents the introduction to the study. It covers background of

the study, research questions, aims of the study, scope of the study, significance of

the study, research methodology, clarification of terms, and organization of the

research.

1.1 Background of the Study

Nowadays, hotel service is a worldwide business that grows pretty fast .It

is because the demands of the hotels from travelers are quite big (Bandung Tourism Department, 2013). A hotel is a place to find shelter for people who are traveling with the purpose of vacations, meetings, seminars and many other business

purposes (Vincent & Patrick, 2007). The World Travel Dictionary (1999) cited in

Vincent & Patrick (2007) defines a Hotel as “an establishment providing

accommodation and meals and would be expected to provide a greater and

superior range of facilities than establishments such as guest houses”. In addition,

Middleton & Clarke (2001) clarify that accommodation plays a functional role by

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Related to the hotel occupancy in Indonesia, the researcher would like to

highlight Bandung which is known as one of the prominent icons in Indonesian

tourism (Tripadvisor, 2012) with more than two million tourists each year visited

the city as shown in table 1.1.

Table 1.1

Domestic and International Tourist Visit in Bandung Year Number of tourist

2008 2.638.555

2009 3.096.869

2010 3.205.269

2011 4.076.073

Source: Bandung Tourism Department, 2012

The table 1.1 shows that there is a significant rise in the number of tourists

visiting Bandung each year and the number reached the peak in 2011 with more

than four million tourists. Those numbers were in line with the growing number of

accommodation in the city. Bandung has provided numerous accommodations

with 273 hotel buildings (Bandung Tourism Department, 2012). Therefore, this

condition creates a very high competition among hotels in Bandung. They have to

perform some strategies to win the competition whether they have to attract the

customers through advertising strategy, increasing the quality of service or both. It

will be an advantage for hotels if they differentiate their products and services

from others through advertising, either through mass media such as television,

newspaper, and radio or direct mail such as color brochures (Venter, 2006).

Advertising as Altstiel & Grow (2007) state, is a tool of communication

that is designed to promote a product, a service, or an idea. Furthermore,

Vilanilam & Varghese (2004) explain that in everyday life, advertising has

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buy the product. People can find advertisements wherever they are (Bashir, 2009).

Thus, people can find them in magazines, newspapers, televisions, internets,

radios, department stores, schools, and streets.

According to Venter (2006) one of the most effective advertising media

used by hotels to persuade the future costumers is brochures. He further explains

that brochures are usually the primary marketing pieces to attract customers. This

kind of printed advertisement is easy to find, precise to read, and it is not limited

by time and space (Phakdeeburut, 2009). A brochure design is a detailed version

of the product’s promotion. A brochure is a stronger tool for marketing as it

interacts directly with the customers; it makes the communication between an

advertisement and its target audience effective and efficient as compare to other

media (The Entrepreneur's Guidebook Series, 2001-2007).

An effective advertising strategy of a brochure will attract readers'

attention, build readers' interest, create readers' desire, carry readers' conviction,

and inspire the readers to take the action (Pennisi & Gunawan, 2011). Therefore,

this study is interested in analyzing the advertising strategies of hotel brochures on

Cihampelas Street Bandung from its concepting approaches (Altstiel & Grow,

2007). Concepting approaches is a central thought of how the product is described

and shown (Altstiel & Grow, 2007). It was explored by analyzing verbal and

nonverbal elements as discussed by Albert & Schick (1996). This study also

evaluated those advertising strategies according to AIDCA (Attention, Interest,

Desire, Conviction, and Action) formula proposed by Clyde Bedell (1952), Albert

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advertising would be more satisfying, constructive and economical if all

advertisers used master selling strategies as fully as possible. The success or

failure of a hotel highly depends on how the advertising strategies were delivered

to customers. This model encourages the hotels to test the effectiveness of

advertising strategies.

Moreover, this study focuses on hotel brochures on Cihampelas Street

Bandung. Comparing to other streets in Bandung which are longer and wider,

Cihampelas street has a total width of 140 m and 2.8 km for its length (See Table

1.2). In spite of having a minor road length and width, Cihampelas street has a lot

of hotels and shopping stores which make it a busy street especially during

weekends and holiday season (West Java Tourism Department, 2011) .

Table 1.2

Top Five Streets in Bandung with the Largest Number of Hotels Streets Road Width Number of Hotels

Jl. Dr. Setiabudhi 6030 M 25

Jl. Cihampelas 140 M 14

Jl. Ir. H. Juanda 5640 M 13 Jl. Pasirkaliki 710 M 9 Jl.Pelajar Pejuang 1480 M 7

Source: Adapted from Bandung Tourism Department, 2013

In addition, Cihampelas street is well known because it is located in the

centre of attraction. Hadianto (1996) defines center of attraction as an area which

provides tourism attractions and supported by tourism facilities and services such

as hotels, restaurants, and recreational facilities. The attraction of Cihampelas

Street lies in the huge statues of all-time favourite moviestars or superheroes

displayed in front of the shops, various restaurants and cafe, entertainment center,

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Table 1.3

Number of Tourism Potential on Cihampelas Street Tourism Potential Number

Hotels 14

Restaurants & cafés 42 Entertainments/ Night Clubs 6

Cinemas 2

Stores and malls 35 Source: Bandung Tourism Department, 2013

The table above indicates that Cihampelas Street is potential for tourism with tens

of hotels, stores, and massive number of restaurants.

1.2 Research Questions

Based on the background of the study, this study is designed to answer the

following questions:

1. what are the main concepting approaches in the hotel brochures?

2. in what ways are the AIDCA (Attention, Interest, Desire, Conviction,

Action) formula applied by the hotels in their brochures?

1.3 Aims of the Study

Based on the research question above, the aims of the study are:

1. to examine the concepting approaches used by hotel brochures.

2. to evaluate the concepting approaches used by hotel brochures

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1.4 Scope of the Study

This study focuses on the hotel brochures on Cihampelas street Bandung.

The study is carried out to analyze the concepting approaches proposed by

Altstiel & Grow (2007) and evaluate them according to AIDCA formula by Clyde

Bedell (1952), Albert, Schick (1996) Bird (2005), and Trehan (2009). The study

does not cover any other hotels that do not have brochures.

1.5 Significance of the Study

This study aims to investigate advertising strategies found in the brochures

of hotels. Thus, it would be useful for the hotels and others which purpose to

promote their products or services through their advertising brochure. The

findings of this study could be used as a guideline for them to select appropriate

advertising strategies and follow the AIDCA formula to reach the customers.

1.6 Research Methodology

In this study, a qualitative method will be used to describe the

phenomenon in natural condition without manipulation from the researcher. As a

tool of analysis, the Concepting Approaches (Altstiel & Grow, 2007) and AIDCA

formula (Clyde Bedell, 1952; Albert & Schick, 1996; Bird, 2005, and Trehan,

2009) were employed in order to analyze and evaluate the advertising concepts

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the chosen hotel as the subject of the study. Furthermore, the detailed process of

collecting and elaborating the data are given in chapter 3.

1.7 Clarification of the Key Terms

In this study, there are several terms that are needed to be elaborated. Those terms are:

 Hotel brochure

Hotel brochure is defined as a small printed paper with messages and

pictures that the hotels use to sell its products to the readers (Venter, 2006).

 Advertising

Advertising is a tool of communication designed to promote a product, a

service, or an idea (Vilanilam & varghese, 2004).

 Advertising strategies

Advertising strategies are elements that an advertiser uses on the hotel

brochures in order to gain reader's attention, arise their interest, stimulate their

desire, and evoke their action, respectively (Moriaty, 1991).

 Concepting approach

Concepting approach is a central thought of how the product is described

and shown (Altstiel & Grow, 2007). Concepting approach is a part of advertising

strategies.

 AIDCA formula

AIDCA is an acronym for Attention, Interest, Desire, Conviction and

Action. This model has been proposed by Clyde Bedell (1952), Albert, Schick

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1.8 Organization of the Paper

The paper is organized into five chapters. Chapter I (Introduction) focuses

on presenting general introduction of presented study. It consists of the

background, research questions, aims of the study, significance of the study and

scope of the study. It also provides how the study is conducted, the list of key

terms and organization of the paper.

The second chapter elaborates the theoretical foundation that provides a

basis for conducting the research questions. This chapter covers the theories that

are applied in answering research questions. Moreover, some studies that are

related to the study are presented in this chapter.

Research Methodology is presented in chapter III explaining how the

study is conducted. It describes the focus of the study realized by the formulation

of problem. In addition, it presents the explanation of research design, data

collection and data analysis employed in this study.

Then, Findings and Discussions will be provided in chapter IV. It

provides the data obtained from the study, as well as the analysis of the data.

The last chapter presents the conclusions from the present study. It also

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CHAPTER III

RESEARCH METHODOLOGY

This chapter describes the methodology of the study. It covers research design,

data collection, and data analysis employed in this study.

3.1 Research Design

In conducting the study, this study employed a descriptive qualitative method.

Sandelowski (2000) mentions that descriptive method includes present facts or

current condition to collect the data in order to interpret the result of analysis

without any manipulation of the variables themselves. It means that by using this

method, the five hotel brochures were analyzed by collecting the existing data,

such as verbal and non-verbal elements in the brochures. Furthermore, the data

were described in term of its need and in order to find out the facts in it.

Furthermore, Hancock (2002) explains that qualitative research concerns with the

answers to questions which begin with: why? how? in what way?. Therefore, this

method was considered to be relevant to this study since this study focused on

analyzing meanings not only in discovering what the advertising strategies

(concepting approaches) used by hotel brochures, but also in discovering how the

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3.2 Data Collection

Data were collected through several steps. In the first step, the researcher

collected brochures from five hotels on Cihampelas street Bandung (ASTON

TROPICANA, AMARIS, SENSA, NALENDRA and FAVEHOTEL) that have

brochures from December 2012 to January 2013. Afterward, the researcher

searched the appropriate theories which were relevant to the subject. The third

step was the finding process of the advertising strategies used by each hotel

brochure The collected data were in the form of textual evidences such as words,

phrases, sentences, and images. They were selected and directed in answering the

research questions.

3.3 Data analysis

The present study investigated the advertising strategies, namely concepting

approaches (Altstiel & Grow, 2007). This study also evaluated those strategies

according to AIDCA (Attention, Interest, Desire, Conviction, Action) formula

(Clyde Bedell, 1952; Albert & Schick, 1996; Bird, 2005, and Trehan, 2009). It is

in line with what Moriaty (1991) states that advertising strategies are elements

that an advertiser uses on the hotel brochures in order to gain readers’ attention,

raise their interest, stimulate their desire, carry the conviction and evoke their

action.

The researcher investigated the verbal (brand name, headline, overline, underline

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(logo, illustration, color, typography) of brochures in order to discover primary

concepting approaches used by hotel brochures, then the brochures were analyzed

separately to evaluate those advertising strategies according to AIDCA formula.

3.4 Data Presentation

The following table is the first stage. It is a summary of data collected from five

hotels on Cihampelas street.

Table 3.1 kinds of concepting approaches

No. Name of

As seen in table 3.1, there are three concepting approaches used by hotels, namely

show the product, show the benefit, and comparison. Concepting approaches aims

to influence the way consumers' view. It is a central thought of how the product is

described and shown (Altstiel & Grow, 2007). The concepting approaches of

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The second stage is in the form of words, group of words and clauses. It means

that the markers of verbal are in the form of words, group of words and clauses.

All of those forms are italicized.

The example of data presentation in the category of verbal element is presented

below.

-[41b ] [Body copy]" superbly located in the heart of the famed Cihampelas Bandung, guest literally just need to step out the hotel lobby to find themselves in the midst of hundreds of factory outlets, restaurant, trendy cafes, entertainment venues and boutiques while Bandung Airport and the Pasteur Toll Road gate are just a 15 minutes drive away"

The third stage is in the form of images. It means that the markers of non-verbal

are in the form of image or picture. The following image is the example of data

presentation in the category of non-verbal element.

Figure 3.2

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

This chapter presents two parts. The first part discusses the conclusions of

the present study in line with the statement of problems presented in the first and

the third chapter of the paper. The second part provides some suggestions for

further studies.

5.1 Conclusions

The study was conducted to answer two research questions. The first

research question aims toexamine the concepting approaches in hotel brochures.

The second one evaluates the advertising strategies implemented by several hotels on Cihampelas street Bandung according to AIDCA (Attention, Interest, Desire, Conviction, Action) formula.

Based on the data analysis result, it shows that there are three concepting

approaches used by hotels in their brochures, namely show the benefit, show the

product, and comparison. All of those concepts are found in a form of verbal and

non-verbal elements. In terms of verbal elements, those concepts are mostly

gained in their headline, tagline, bodytext and caption. In addition, the non-verbal

elements are clearly seen in the brochures' pictures and logos.

With respect to the result on evaluating the concepting approaches used by

hotels, the findings indicate that the AIDCA formula proposed by Clyde Bedell

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by most of the hotels on Cihampelas street. The hotel brochures seem not to fulfill

the following steps of AIDCA; Attention, Interest, Desire, Conviction and Action.

5.2 Suggestions

The present study is far from being perfect so that the researcher would

like to recommend several suggestions that might be useful for further studies.

First, regarding the importance of source, it is suggested to collect a deeper related

study about advertising strategies with wider source of studies.

Second, since this study only employs one formula of AIDCA, further

studies are recommended to combine several formulas such as AIDA, AIDAS,

ACCA to gain more comprehensive analysis.

Last, further study might focus on hotel brochures which are located in

other areas and compare them to find similarities and differences in using

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