Running head: LEEDS BRADFORD AIRPORT Leeds Bradford airport Insert Name Insert Grade Course Insert July 22, 2011 1. The promotional strategy to be used by the airline Promotion is essential when a new product or service is to be availed in the market…
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Primarily, promotion is aimed at informing the clients the existence of a new product or service in the market (Peterson et al, 2010, p.168). It also appeals to the customers that the products and services to be introduced into the market are better that the ones that have been existence. A number of procedures are available that can be used by the organization to help win customers to its new flight services. These include advertisement, sales promotion, public relations, publicity, and personal selling (Harper, 2003, p.108). An effective promotion by the new budget airline will require an integration of these different approaches into the operations of the organization. Advertisement Advertisement refers to providing information to the targeted clients on the availability of new services in the market. It also appeals to the customers by pointing out the desirable qualities of the new services that distinguishes them from other services available in the market. Advertisement can be done through different media. These include print media (newspapers and magazines), television, radio, internet, or public service advertising. In choosing the medium to use for advertisement of services, the company has to understand the medium that is common among the targeted customers (Harper, 2003, p.109). ...
About 40% of the funds need to be set aside for advertisement in television. A larger proportion of the targeted customers are adults engaged in some activities during the day. Thus, these advertisements should be aired out in the evenings. Newspapers and magazines are also common and are effective in providing other details like the flight schedules. This medium should receive 20% of the advertisement funds. Many people have access to radio. However, the advertisement through radio is often less reliable since most people listen to radio while they are attending to other things. Drawing their attention to an advertisement may not succeed and it would require that the advertisement be replicated several times in order to e effective. This medium should be allocated 10% of the funds. The internet is increasing its popularity especially among the young adults and middle-aged individuals. It is more likely that the clients who would use the flight services have access to, and uses, internet services. Internet advertisement should take 20% of the advertisement funds. The remaining 10% should be used for other advertisement means like direct mails to potential clients. Sales promotion Sales promotion activities involve providing incentives to the clients of the company to improve on the sales of the services. Sales promotion involves activities like promotional sports competition, sweepstakes, and sales coupons. One promotion initiative that can be used by the organization is to sponsor some annual or seasonal sports activity like soccer tournament for youths below the age of 23 years in the UK. Besides, the company should issue its flight tickets at much lower
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