Advertising and Promotion Essay 2

Topics: Advertising, Marketing, Sales Pages: 5 (1898 words) Published: September 16, 2011
Advertising is producing information for promoting the sale of products or services while promotion is an advancement of a product or a point of view through publicity or advertising whereas trend is defined as a general direction in which something is developing or changing according to time line.

There are differences between advertising and promotion despite the fact that both of these marketing tools use many of the same techniques and apply it for the very similar ends. Primary objective of advertising is to create an enduring brand image while for promotion; it is to get sales quickly or to induce trial. Also, advertising is used to increase sales in a long term and it is vice versa for promotion.

Advertising is not personal but is accomplished through mass media. It started from the uses of newspapers to the uses of current technology. As time changes, trend also changes and it can be proven through new forms of advertising trends like the uses of colorful advertisement and e-mails. The changes of trend nowadays had made advertisements more entertaining to watch so that people desire to continue watching them. This avoids old time phenomenon whereby advertisements were regarded as monotonous and boring.

Advertising in newspapers can be seen everyday in every local newspaper available. In Malaysia, corporate colors and mascots are use in the advertisement; Air Asia and Maxis use red and white color, Malaysia Airlines and Celcom use turquoise, blue and white color while Digi use yellow color and a mascot. The same technique is applied in magazines and television. I did not manage to find any newspaper’s advertisement of Singapore Airlines anywhere in local newspapers, magazines or television. However, through my research via internet, I managed to find out that in 2010, Singapore Airlines had introduced e-newspapers and electronic version of in-flight magazines to reduce the usage of paper. People who wish to travel using the airplanes or want to find the better communication service can easily find out the information that they want via company websites in internet. In airlines websites, the main thing that these companies advertise is their flights information; schedule of flights and rates of each flight while in communication websites, these companies advertise on types of communication plans that they provide for the customers. Communication companies offer almost the same services for customers. It can be proven by browsing into their website. Celcom offers wide range of plan which suits with all generation. This company provides plan like Celcom 1+5 plan for family, University of Xpax (UOX) for university students and School of Xpax (SOX) for secondary students. Hotlink put forward plan that suits with teenagers like Music plan and Youth plan pack while Digi offers plan like DG Smart plan, DG Family and Friends and Family (FnF) plan. Internet is the perfect example for direct marketing. In my own understanding, direct marketing is when a deal is between manufacturer and customer is done, without the presence of an intermediary or agent. In this context, manufacturer is referring to airlines or communication companies. It came to my attention that airlines companies use direct marketing as part of their business model; customers book their tickets online. Through my understanding, the way of airlines and communication companies on promoting their services and products are same. What makes it different from each other is the way on how they execute their strategy. As stated earlier, promotion is used to increase the sales in short time and it can be proven that there are many promotions that these companies advertise to promote their services and products. Air Asia already had launched a special promotion for its customers, especially for those who are a fan of Formula One. On 1st May 2011, owner of Virgin Group, the famous Sir Richard Branson will be wearing Air Asia’s female flight attendant...
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