The Impact Of Promotional Mix In The Marketing Of Airline Service

THE IMPACT OF PROMOTIONAL MIX IN THE MARKETING OF AIRLINE SERVICE

First chapter/introduction

1.1 The Case Study’s Historical Background

The owner of a business concern, whether it is profit- or nonprofit-oriented, must concentrate on strategies to raise awareness of its goods, services, and concepts. Marketing requires more than just creating a product, setting its price, and making it available to the target market for transactions to occur. Businesses that produce high-quality goods must educate the public about them and properly position them in the public’s thinking. They must use the promotional mix, a tool for mass promotion, to do this.

Interpersonal connection, particularly between producing units and their clients, is no longer tenable in the current economy with its dispersed vast population. Thus, through the improvement of citizens’ consumption behavior, promotional mix helps to boost and maintain the energy and momentum of economic activity. Additionally, the development of a reputation for dependability of advancement and social responsibility in the minds of both current and potential clients is another way that a company’s image is improved. However, how far the promotional mix is packaged and how much awareness is generated will influence the goal of such a firm, either favorably or unfavorably. A nation’s development is greatly influenced by the promotional mix since advertising improves how consumers react to any good or service. Every business’ main goal is to sell its goods, and the only effective way to do this is through an advertising campaign.

Promotional efforts beyond any drought began as early as 1861 via town criers, neighborhood sign posts, and local musical instruments. (1983:27, Onyebunagu).

Four components make up the promotional mix: the source, message, channel, and recipient. The advertiser, who creates an advertisement that is the message through mass media (a communication channel), represents the source. The target audience is the receiver. Sales realized are used to measure Facebook, a crucial component of communication. Promotional mix affects almost every element of people’s economic and cultural lives. It draws attention to and boosts specific production and trade vitality. Promotional strategies help businesses, such as Nigerian Airlines, get quicker entry to the market for the launch of new goods and services while boosting consumer awareness of already-available goods. In addition to convincingly transmitting information, it also aims to convey emotions, commitments, and convictions. A purpose is necessary for the promotional mix to achieve its objective.

Any paid method of non-personal presentation and promotion of concepts, products, or services by a designated sponsor is referred to as promotional mix. (Kotler & Armstrong 1989, p. 443). Ar. Forms, businesses, airlines, non-profit organizations, and people who are in some way identifiable in the promotional mix message can all be considered identified sponsors. In light of the criteria given above, promotional mix could be compared to a Mino in our society. According to Hobson (1988), a promotional mix is not merely a way to inform the general public; it is also a platform via which the government, other organizations, and airlines can spread their ideas.

The promotional mix aids in keeping customers informed of the services the airline provides at all times. The public would not be aware of the airline’s services if it succumbs to promotional mix, which might offer its rivals the benefit of deceiving or stealing its customers.

For the majority of its advertising, the airline uses radio, newspapers, magazines, and television. In contrast to other advertising programs, the advertiser must make predictions based on a set of financial guidelines and take into account the communication channels that will best serve their needs. Due to the fact that new airlines are being founded every day and those that already exist are making every effort to surpass the competition, it is essential to have a promotional mix that includes both product awareness generation and customer persuasion. Being a national carrier and in competition with other foreign airlines, ARIK AIRLINE Ltd. should employ promotional mix as a strategy to set itself apart from the competition.