Airline Marketing Essay Example | Topics and Well Written Essays - 2750 words

Airline Marketing - Essay Example Thus, it is necessary for the company to decide which advertisement can work or not work for the company (Shaw 311). In this context, applicability of print advertising in the airline industry will be checked. The advantages and disadvantages of print advertisement will be offered. Print Advertising Print advertising normally includes newspapers, directories, technical press, leaflets, yellow pages, and magazines. In the UK, print advertising accounts for about 75% of all the advertising expenditure. It is estimated that some million advertisers’ use print media on a daily basis and that over 12000 publications are found in the UK (Blythe 486). Print adverting usually contains unasked for and sought after advertisements. Sought after advertisements is classified and categorized according to product brand and consumer need. These are advertisements are considered to be people’s choice as people seek out for them. They contain all the information required by the readers. Unsought after advertisements are the display advertisements that are made to be eye-catching and persuasive to the readers (Blythe 487). Some of the elements that make the unsought after advertisements gain the reader’s attention include: Text – the weight of the content tends to have a significant impact on capturing the reader’s attention. ... Permanence – it is important to note that print advertising unlike radio and TV is permanent. This is because the advertisement can be reread or clipped and saved. Among the print advertisements, magazines are kept for longer period than the newspapers while directories are normally kept for many years. Print media are easily read on airplanes, buses and on trains. This is because individuals rarely bring with them TVs or even radios on public transport. In such a case, the print advertising gets the readers full attention (Blythe 486). The success of advertising can be evaluated through checking coupon returns. Statistics are generally available on readership, circulation, and sales figures. These figures make the planning of media easier. Most of the magazines gather data on the reader’s characteristics and they are capable of telling potential advertisers about the readers’ demographics and the types of purchases they make (Blythe 487). Newspapers, magazines, and periodicals are the common types of print advertising used by most organizations as their marketing communication strategies. Each form of print advertising has its own advantages and disadvantages and thus it is the mandate of the organization or the company to choose the type of print advertising that suits them best. Newspapers are not costly hence; local retailers usually buy about 85% of them. Retailers use newspaper advertising extensively because it is relatively cheap in comparison with other forms of media advertisements. The newspapers offer local coverage thus a lot of money is not wasted in attempting to reach individuals outside the scope of company’s market area. It is timely and the advertisements can be placed prior to their appearance (usually

Managing services Essay Example | Topics and Well Written Essays - 1000 words

Managing services - Essay Example The researcher then targeted UK websites in which people complained about food. These were ideal for the investigation because such parties are already quite willing to seek remedies for their problems. They were requested to take part in the survey and asked to click on a link which would provide them with access to the forms. After completion, volunteers were supposed to click on another link which would allow them to submit their responses to the researcher. The link was centrally placed in the form. Evans and Mathur (2005) notes that one of the advantages of online surveys is the ease with which one can access a large sample space. It is easy to obtain contacts if one already has a target audience. In this research, persons who complain about food services are already tried and tested clients of the service industry under analysis. Therefore, they are ideal for this food service investigation. The study involved an analysis of the responses obtained through mathematical methods. Currently, some elements of analysis are not complete but will be completed in the coming weeks. Respondents were to select specific answers from a set of four possible choices. It was relatively easy to analyse these outcomes. Duffy, et al. (2005) explains that one of the reasons why researchers are attracted to this method of market research is its speedy and relatively unproblematic response times. The research demonstrated that several customers paid attention to the degree of cleanliness in fast food restaurants. Simple things like whether a waiter dipped their fingers in the salad or used different tongs for different food items affected customer perceptions of the quality. Barber and Scarcelli (2010) echo these sentiments in their US survey which found that cleanliness was of primary significance to clients. A number of respondents also cited their interactions with service providers as a key indication of value. Some believed that fast franchises are too keen on

Managing services Essay Example | Topics and Well Written Essays - 1000 words

Managing services - Essay Example The researcher then targeted UK websites in which people complained about food. These were ideal for the investigation because such parties are already quite willing to seek remedies for their problems. They were requested to take part in the survey and asked to click on a link which would provide them with access to the forms. After completion, volunteers were supposed to click on another link which would allow them to submit their responses to the researcher. The link was centrally placed in the form. Evans and Mathur (2005) notes that one of the advantages of online surveys is the ease with which one can access a large sample space. It is easy to obtain contacts if one already has a target audience. In this research, persons who complain about food services are already tried and tested clients of the service industry under analysis. Therefore, they are ideal for this food service investigation. The study involved an analysis of the responses obtained through mathematical methods. Currently, some elements of analysis are not complete but will be completed in the coming weeks. Respondents were to select specific answers from a set of four possible choices. It was relatively easy to analyse these outcomes. Duffy, et al. (2005) explains that one of the reasons why researchers are attracted to this method of market research is its speedy and relatively unproblematic response times. The research demonstrated that several customers paid attention to the degree of cleanliness in fast food restaurants. Simple things like whether a waiter dipped their fingers in the salad or used different tongs for different food items affected customer perceptions of the quality. Barber and Scarcelli (2010) echo these sentiments in their US survey which found that cleanliness was of primary significance to clients. A number of respondents also cited their interactions with service providers as a key indication of value. Some believed that fast franchises are too keen on

Managing services Essay Example | Topics and Well Written Essays - 1000 words

Managing services - Essay Example The researcher then targeted UK websites in which people complained about food. These were ideal for the investigation because such parties are already quite willing to seek remedies for their problems. They were requested to take part in the survey and asked to click on a link which would provide them with access to the forms. After completion, volunteers were supposed to click on another link which would allow them to submit their responses to the researcher. The link was centrally placed in the form. Evans and Mathur (2005) notes that one of the advantages of online surveys is the ease with which one can access a large sample space. It is easy to obtain contacts if one already has a target audience. In this research, persons who complain about food services are already tried and tested clients of the service industry under analysis. Therefore, they are ideal for this food service investigation. The study involved an analysis of the responses obtained through mathematical methods. Currently, some elements of analysis are not complete but will be completed in the coming weeks. Respondents were to select specific answers from a set of four possible choices. It was relatively easy to analyse these outcomes. Duffy, et al. (2005) explains that one of the reasons why researchers are attracted to this method of market research is its speedy and relatively unproblematic response times. The research demonstrated that several customers paid attention to the degree of cleanliness in fast food restaurants. Simple things like whether a waiter dipped their fingers in the salad or used different tongs for different food items affected customer perceptions of the quality. Barber and Scarcelli (2010) echo these sentiments in their US survey which found that cleanliness was of primary significance to clients. A number of respondents also cited their interactions with service providers as a key indication of value. Some believed that fast franchises are too keen on