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Lufthansa case study

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  • 1. Lufthansa Case Study
    Remi Eid
    Alanoud Ali
    Sara Kazilbash
    Fatima Tariq
    Christine Castillo
  • 2. What are the core brand values?
    • The core brand values that their advertising campaign focused on are quality, innovation and strong industry leadership.
  • What is Lufthansa’s brand position?
    • They continue to position themselves as an airline people can trust by focusing on individual customer service.
  • What is central to Lufthansa’s new advertising motifs? And Why?
    • The customer is the central to Lufthansa’s advertising because they want to appeal to their target audience globally. Using customers as central to their advertising campaign makes the campaign more appealing to an international market and makes it useful for international advertising campaigns.
  • The underlying assumption that consumers from all around the world can READ a picture whereas the copy of the advertisement often needs to be translated. But why does Lufthansa contextualize the images?
    • The most effective way to advertise is by combining text and pictures because together, it combines the idea of brand, product and price.
  • What types of message strategies are used in this campaign?
    • A message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about the product, service or company.
    • 3. There are several main expressions which are connected with the phrase "A product of Lufthansa". Slogans with positive associations such as "Check-in freedom" or "New horizons" indicate customer needs, and additionally convey the theme of the advertisement. The campaign line is accompanied by copy providing facts about Lufthansa's services. The key slogan and message "A product of Lufthansa" will be modified according to the language of the respective region. Additionally, the marketing claim "There's no better way to fly" will be
    used as before.
  • 4. What types of advertising appeals are used in this campaign?
    • The emotional appeal is mostly used in the campaign, since the campaign depicts the theme of a ‘Longer Fairytale’
  • What types of executional framework are used in this campaign?
    • The executional framework used is slice of life – this is due to the fact that the campaign is encouraging people to take adventure into their lives.
  • Communication scholars are that highly standardized visual campaigns do not always convey a uniform meaning among audiences. Discuss?
    • If there is synergy amongst the various advertisements in a campaign, usually potential consumers would understand the relation between each ad. However, there are some people who are exposed to a limited amount of advertisements; therefore if these particular ads are referring to each other’s message, and the synergy is not conducted properly, then the target audience members will get confused about the purpose/theme of the campaign.
  • Define media mix and identify which types of mass media and advertising media Lufthansa is using.
    • Media mix is the combination of media elements to create synergy and communicate a unified message to the audience and to create a communication Impact. Therefore Lufthansa’s new campaign included:
    • 5. Selected daily newspapers, business magazines, and special-interest magazines and on advertising billboards in Germany, as well as in international strategic markets.
    • 6. In addition, online and mobile banner ads will be placed on selected German and international portals and websites.
  • What is the key theme of the campaign?
    • "Longer fairy tales – A product of Lufthansa“.
  • What is the key message of the campaign?
    • The key slogan and the message "A product of Lufthansa“.
  • Translate the slogan into: Arabic, Armenian, Farsi and Hindi?
    • Arabic: “منتجمنلوفتانزا”
    • 7. Urdu: “EkHaasil Lufthansa Ka”
  • Thank You