Promotion Practices of a General Sales Agency of an Offline International Airline in the Philippines

Abstract

There are two types of airlines—the online and the offline carriers. The online airline has direct flights from a specific country, the offline does not have flights, but rather have general sales agency to sell seat for the airline. In this study, the researcher sought to identify and evaluate the promotion practices of a general sales agency of an offline international airline in the Philippines. The researcher employed a simple random technique and a descriptive research method through a survey investigation. Majority of the respondents were female, IATA agents, between 20 to 30 years old, attained a college degree, single young professionals who work with the company for about 1 year and attained 3 to 4 trainings/seminars. Sales promotion, personal selling, trade shows/events, familiarization tours and direct mails/marketing, the respondents perceived these existing promotions as effective. Thus, the general sales agency that serves as the marketing arm of the offline carriers has to ensure that these promotions are consistently done to establish brand recall to agents. Result showed that when grouped according to profile, the respondents’ assessment in terms of the promotion practices was significantly different since the p-values were all less than the assumed0.05level of significance. It is recommended that the offline carriers should implement more ‘familiarization tours’ since this got the lowest assessment from the respondents.