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