Examination should include promotional mix, methods, and costs, with illustrations of the role each plays in the travel and tourism industry. Examination also includes the role of owned media, earned media, and paid media in promotion.

Process/Skill Questions:

What are the elements of the promotional mix? Why is each important in the travel and tourism field?
What are examples of communication methods used in the promotional mix?
What factors increase the cost of promotion?
How might a travel and tourism company reduce promotional costs without losing business?
What is the difference between promotional (i.e., product) advertising vs. institutional advertising?
What are affinity programs? How do they benefit businesses and consumers?
What is the relationship between promotion and marketing?
What methods work best to inform, persuade, and remind consumers of special promotions?