Advertising: Low Cost Airline Essay

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Advertising was first invented as early as in the first century. Historical evidence dated ages ago to the ruins of Pompeii which had shown early signs of advertising even before the twentieth century. Later on, advertisement has been changing along with the development of the advancement of technology, as human beings are becoming more creative and well educated (Wilmshurst & Mackay 2000, p.1-2). Throughout the eighteenth century, printing advertising such as the newspaper and afterward on magazines and posters as technology advance was the most common used of advertisement (Wilmshurst & Mackay 2000, pp. 4-5). Blythe (cited by Ehrenberg 1992, p. 480) also mentioned that there are two theories about advertising which the strong theory suggests that advertising is an influential force which can change attitudes and make a significant contribution to people’s knowledge and understanding, and the weak theory of advertising suggests that advertising can only ‘nudge’ people in the direction in which they are already moving, in the other words it reinforces rather than persuades.

On the other hand, advertising is no longer limiting itself via the printed materials as the medium of sending information mainly because of the advancing technology nowadays. As mentioned by Dibb, Simkin, Pride and Ferrell (2006, pg. 538), there are four different categories that are the broadcasting as the television, radio, direct mail, public transport vehicles, outdoor displays, cinema and the Internet (Gretzel, Yuan & Fersenmaier 2000) that are usually used by companies to advertise its products, services or brands nowadays. Moreover, the information technology (IT) is emerging since 90s and it has been highly handful for consumers to interact with the advertisements and thy (Gretzel, Yuan & Fersenmaier, 2000; Wilsmhurt & Mackay 2000, pg. 227).

In addition, Gretzel Yuan and Fersenmaier (2000) has indicated that the importance for companies to keep on updating all of the information that they want to send to the public, mainly due to the ease of accessible Internet. All this information must be made to order accordingly to the targeted market segments in order to obtain effectiveness in online advertising (Hoffman, Novak and Chatterjee, cited in Gretzel, Yuan & Fersenmaier 2000), whereby the effectiveness of it determines how many people in the advertising target will be exposed to the message (Dibb, Simkin, Pride & Ferrell 2006, p. 551). Therefore, companies are facing greater obstacles as the Web sites have become a common tool for the advertising industry. This highly advance media in current era of information allowed consumers to access information, interact, collaborate, communicate, as well as making transactions through the Internet whereas the traditional media couldn’t not do so (Dibb, Simkin, Pride & Ferrell 2006, p. 551). Besides that, the web pages play a huge part in making sure the success of Internet advertising in order to create an unusual experience to the visitors. On top of that, Gretzel, Yuan and Fersenmaier (2000) indicated that when the visitors experienced the positive differences, they would spend more time on the web sites.

2.3 Low cost model
These low cost, cheap, no frills carriers such as Transavia have revolutionized the airline industry, and this low-cost model has been successful without any doubt (Bray, 2001, p. 4). Citrinot and Bailey (2006, p. 1) indicated that the idea of low cost airline is look fairly simply: make travel affordable with low fares thanks to a basic service, without frills.

Back in 1971, Low Cost Carrier (LCC) was introduced in the USA, and implemented the original low-cost model comprising low fares, high frequency flights, point to point service, no free meals or drinks on board, no seat assignment, short flights, and flights to secondary airports (Virgin flies high
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