There are differences between advertising and promotion despite the fact that both of these marketing tools use many of the same techniques and apply it for the very similar ends. Primary objective of advertising is to create an enduring brand image while for promotion; it is to get sales quickly or to induce trial. Also, advertising is used to increase sales in a long term and it is vice versa for promotion.
Advertising is not personal but is accomplished through mass media. It started from the uses of newspapers to the uses of current technology. As time changes, trend also changes and it can be proven through new forms of advertising trends like the uses of colorful advertisement and e-mails. The changes of trend nowadays had made advertisements more entertaining to watch so that people desire to continue watching them. This avoids old time phenomenon whereby advertisements were regarded as monotonous and boring.
Advertising in newspapers can be seen everyday in every local newspaper available. In Malaysia, corporate colors and mascots are use in the advertisement; Air Asia and Maxis use red and white color, Malaysia Airlines and Celcom use turquoise, blue and white color while Digi use yellow color and a mascot. The same technique is applied in magazines and television.
I did not manage to find any newspaper’s advertisement of Singapore Airlines anywhere in local newspapers, magazines or television. However, through my research via internet, I managed to find out that in 2010, Singapore Airlines had introduced e-newspapers and electronic version of in-flight magazines to reduce the usage of paper.
People who wish to travel using the airplanes or want to... [continues]
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