ADVERTISING AND PROMOTION OF ABCT TOURS TRAVEL AND CONSULTANCY

CORP: FRAMEWORK FOR EFFECTIVE MARKETING STRATEGY

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DEDICATION

I dedicate this research to Allah my Almighty, my Creator, my strong pillar, my source of

inspiration, wisdom, knowledge and understanding. He has been the source of my strength

throughout this program and on His wings only have I soared.

I also dedicate this work to my friends and my loving parents; who has encouraged me all

the way and whose encouragement has made sure that I give it all it takes to finish that which I

have started.
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Acknowledgement

I would like to express my special thanks of gratitude to my professor, Dr. Ramon A.

Victor, who gave me the golden opportunity to do this wonderful research on the topic

ADVERTISING AND PROMOTION OF ABCT Tours Travel and Consultancy Corp :

FRAMEWORK FOR EFFECTIVE MARKETING STRATEGY, which also helped me in doing

a lot of Research and I came to know about so many new things I am really thankful to him.

Secondly I would also like to thank my parents and friends who helped me a lot in

finalizing this research within the limited time frame.

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 Table of Contents

Title Page .................................................................................................................. i

Dedication ................................................................................................................. ii
Acknowledgement .................................................................................................... iii
Table of Contents ......................................................................................................iv

Chapter Page

1 THE PROBLEM AND ITS BACKGROUND

Introduction .............................................................................................. 1

Background Information .......................................................................... 1

Theoretical Framework ............................................................................ 2

Conceptual Framework ............................................................................3

Statement of the Problem ......................................................................... 4

Hypothesis of the Study ........................................................................... 4

Objectives of the Study ............................................................................4

Scope and Limitation of the Study ...........................................................4

Significance of the Study ......................................................................... 5-6

Definition of Terms .................................................................................. 7

CHAPTER 1
 THE PROBLEM AND ITS BACKGROUND

Introduction
The travel industry is extremely competitive, with companies offering very similar
products vying for business from the same customers. Agencies have gotten
creative with their marketing strategies to generate buzz and attract customer
attention. Companies are using social media, non-traditional advertising methods,
loyalty programs and offering enticing perks to market their agency.

Background Information

Advertisement is a tool of communication which can be delivered verbally,

nonverbally, or both, to let people know about certain products. The encyclopedia
of knowledge (1991: volume 1), states that advertisement is a message printed in
the newspaper or magazine, broadcasted on radio or television, sent to individuals
through the mails, or disseminated in some other fashion that attempts to persuade
readers or listeners to buy particular product, favor a particular organization or to
agree with the particular idea. Advertisement has become important media for
people’s life today which issued to disseminate information about the newest
product. We can find advertisements when we read a magazine and a newspaper,
listen to the radio, watch the television, browse over the internet, or just walk. The
aim of the advertisement is mostly to inform people of a new product, to introduce
new variant of old product and to maintain of old product in order to still be
known, it also creates a desire to possess the product. Nevertheless, not everyone
can be influenced by advertisement, so that it is needed a good advertisement
which contains unique and interesting slogans.
One of the elements of advertisement is slogans or taglines. In slogans or taglines;
language is the important tool. The advertisement language aims at persuading the
consumer to buy the products/services. The advertiser/copywriter spreads the
information of their products by using good and effective language. By using good
and effective language, the consumers will get impression of the products offered .
The advertisers choose the creative and interesting words to be the language of
their slogans. The language of slogans represents the particular product. The
slogans of a product have the characteristic that is different from other product.
However, taglines or slogans can be the most important element of a campaign.
The language of advertisement is divided into two types: spoken and written
language, language used in the advertisement is arranged as good as possible to get
people’s attention; it must be communicative and make people easy in
comprehending the message.

In marketing, promotion refers to any type of marketing communication used to

inform or persuade target audiences of the relative merits of a product, service,
brand or issue. The aim of promotion is to increase awareness, create interest,
generate sales or create brand loyalty. It is one of the basic elements of the market
mix, which includes the four Ps, i.e., product, price, place, and promotion.
Promotion is also one of the elements in the promotional mix or promotional plan.

The theoretical framework in studying the effects of Advertising and Promoting

ABCT Tours Travel and Consultancy Corp

A customers loyalty to one depends on the three factors: functional quality,

technical quality and firms image. With these three present, you can assure
customers will be much pleased and will feel that they are important.
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The conceptual framework in studying the effects of Advertising ABCT Tours
Travel and Consultancy Corp

As stated in the figure, customers tend to repeat their purchase to the company
because the company showed the right delivery of service, the timing of their
advertisement to the general public accompanying good promotional discounts and
the affordability of the price they can spent on.
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Statement Of the Problem

The study will assess the advertising and promotion strategies current being
utilized by the selected subject ABCT Tours Travel and Consultancy Corp agency.
What are the advertising strategies the company may use to create local and
International brand in order to pursue the potential customers in the present and in
the future?

Specifically, it will answer the following questions:

 What are the peak seasons to advertise your Company?
 What are the feedbacks and suggestions that people say about the quality
and service of your Company?
 What are the reasons why they should choose them as their travel agency
provider?
 Does the advertisement provide a clear message about your company?
 What promotional materials are to be used when advertising?
 How to increase the number of travelers going in and out of the country.

Hypothesis of the Study

If I have a good plan and strategy in advertising, there is a big possibility that it can
bring in a lot of customers coming back for their goods or services that they offer.
With the proper strategy and tactics in promoting such as offering huge discounts
can be effective in selling more tickets especially when there are peak seasons.

Objectives of the Study

The objectives of the study is to have a clear and well executed plan in advertising
the company to grow as a business while catering the needs of people who
want quality service.
The objectives of promotion is to present information to consumers , to increase
demand and to differentiate a product from others.

Scope and Limitations of the Study

The focus with regards to the topic about airline advertising is about how
one company can find ways in order to expand their customers and is only limited
to that. Anything that is to be discussed related to this topic. The topic about
Promotion is only limited to the research about marketing and not about job
promotions.

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Significance of the Study

 Tourism
“Agencies that are underlying driver for tourism contributes significantly to the
economy of the country.
 Trades and General Business
For every person who’s employed in the industry, there’s at least another 10 or 12
who’s jobs have been created by that aviation activity through tourism and trade
and just a general business activity that supports.”

 Branding
There are many things that go into the branding of a travel agency. With one
company, such as Apple, you have one brand, one type of service and people know
what they are getting. When you look at the branding of an agency, you have many
different security, different food outlets and other professions that make up the
entire travel experience which can affect the overall branding of an agency.
 Psychology
Works within the industry to monitor how people make decisions for job
performance and safety. This helps travel agencies make policies that are effective
for those who work in the industry, which ultimately help those who use those
services.

The most important purpose that a promotion serves is that it sets a business apart
from its competitors. No business will ever need to run any promotions if there
wasn’t any competition. You have to stay ahead of your competitors in order for
customers to keep doing business with you. If there is a company that sells similar
products or services to yours, you can only make customers buy from you if you
have a special promotion going on. Of course, it is also equally important to spread
the word about promotion to the people by using several advertising and marketing
methods Promotions also allow you to make use of your available data and create
more useful data from it. As you continue to do business, you collect information
of thousands and millions of customers. By using the right database software you
can know the trends, patterns and inclinations of your customers.

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By using this data you can launch targeted promotions. By further collecting data
of the promotion you can know your customers better. When you know them
better, you can launch more successful promotions. In addition to that, when there
is something available only for a limited time, customers like to talk about it.
When they talk about your promotion they become your marketing agents. They
spread the word of mouth, and this results in more customers becoming interested
in doing business with you. Branding is all about making your customers
remember you. When they remember you they remember to do business with you.
By launching promotions frequently you become a memory for the customer.
Whenever a customer feels like buying some new stuff he/she will think of
checking you out to see if there is a promotion going on.

The biggest benefit of promoting today is that you make use of various online
platforms for marketing your promotion. You have blogs, social networking
websites, video hosting websites etc. where you can spread the news about your
promotion. This makes you visible on the internet the way you should be visible to
your target market. By being visible on the internet you are already creating a very
strong image of your business in the minds of the customers.
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Definition Of Terms

Travel Agency - an agency that makes the necessary arrangements for travelers,
especially the booking of airline tickets and hotel rooms.
Psychology - the scientific study of the human mind and its functions, especially
those affecting behavior in a given context.
Peak Season-these are seasons in a year where there are best time to buy let s say
tickets for travel agencies.
Branding- the promotion of a particular product or company by means of
advertising and distinctive design.
Business- defined as an organization or enterprising entity engaged in commercial,
industrial, or professional activities. Businesses can be for-profit entities or non-
profit organizations that operate to fulfill a charitable mission or further a social
cause. 
Opportunities- a set of circumstances that makes it possible to do something.
Slogan- a short and striking or memorable phrase used in advertising.
Campaign- a series of military operations intended to achieve a particular
objective, confined to a particular area, or involving a specified type of fighting.
Copywriter- a person who writes the text of advertisements or publicity material.
advertiser- a person or company that advertises a product, service, or event.
Tourism- the commercial organization and operation of vacations and visits to
places of interest.
Promotion - the publication of a product, organization, or venture so as to
increase sales or public awareness.