ADVERTISING AND PROMOTION

OF ETIHAD AIRWAYS:
FRAMEWORK FOR EFFECTIVE
MARKETING STRATEGY

 
ADVERTISING AND PROMOTION OF ETIHAD AIRWAYS:
FRAMEWORK FOR EFFECTIVE MARKETING STRATEGY
_______________________
A Research Proposal Presented
to Ramon A. Victor, Ph.D. of the Graduate School
Institute of Accounts, Business and Finance
Far Eastern University
Manila
_______________________
In Partial Fulfillment
of the Requirements for the Course
RESEARCH METHOD IN BUSINESS
 ii
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.
Abdelrazig, Amro Ahmed Mohamed

iii
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 A ETIHAD AIRWAYS:
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.
 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

2 REVIEW OF RELATED LITERATURE AND STUDIES

 CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The airline industry is extremely competitive, with companies offering very similar products vying for business from the same customers. Airlines
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 airline.

Background Information study about Advertising and Promoting Etihad Airways

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 Etihad Airways

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.
 The conceptual framework in studying the effects of Advertising Etihad Airways

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.
 Statement Of the Problem

The study will assess the advertising and promotion strategies current being utilized by the selected subject Etihad Airways 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 airline 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.
Significance of the Study
When people think of aviation, their first thought is either pilot, flight attendant or air traffic control. There is so much more to this field than
meets the eye. And there are more opportunities for careers than ever before.

•Tourism
“Aviation is the underlying driver for tourism and aviation contributes significantly to the economy of the country. “Pilots think they are the key
people that make the industry survive, but not really. There’s a lot that goes behind an airline. If there weren’t passengers, the airline wouldn’t fly
the aircraft, because they fly the aircraft to make profits.

•Trades and General Business

“People think of aviation as those who only fly the planes; it’s far more than that. 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.”

•Airport Branding
There are many things that go into the branding of an airport. 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 airport, you have many different airlines, security, different food outlets
and other professions that make up the entire airport experience which can affect the overall branding of an airport.

•Psychology
Works within the industry to monitor how people make decisions for job performance and safety. This helps airlines 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.
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.
Definition Of Terms

Aviation- the activity of flying aircraft, or of designing, producing, and maintaining them.

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 airline flights.

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.  

Air Traffic Control-  often abbreviated ATC are personnel responsible for the safe, orderly, and expeditious flow of air traffic in the global 
air traffic control system. Usually stationed in air traffic control centers and control towers on the ground, they monitor the position, speed,
and altitude of aircraft in their assigned airspace visually and by radar, and give directions to the pilots by radio. The position of air traffic
controller is one that requires highly specialized knowledge, skills, and abilities.  

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

THANK YOU & HAVE
A GOOD DAY