2.1 Overview of the themes
First of all, it is important to understand what is advertising and others concepts of it. Advertising is defined as a paid-for form of non-personal communication that is transmitted through a mass media, in order to reach a diversity of audiences (Dibb, Simkin, Pride & Ferrell 2006, p. 538). Moreover, advertising also can be defined as any paid form of non-personal promotion transmitted through a mass medium, means that audiences are far more likely to be interested in the subject matter of the advertising carried by their chosen medium, and is described to be part of the marketing mix under the promotional tools (Brassington & Pettitt 1997, p. ...view middle of the document...
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:...