2. 1 Anatomy of Sale: AIDA MODEL
AIDA model proposes that advertising messages need to accomplish a number
of tasks in order to move the consumer through a series of sequential steps
from brand awareness through to action (purchase and consumption).
3. •Attention -
•the consumer becomes aware of a category, product or brand (usually through advertising)
↓
•Interest -
•The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
↓
•Desire -
• The consumer develops a favorable disposition towards the brand
↓
•Action -
• The consumer forms a purchase intention, shops around, engages in trial or makes a purchase
4. 2. Sale Planning: Sale Budget
1. Percentage of sale method – (Fundamentally
incorrect)
- Simple and Fast
- Return on investment concept!!
- Downside
• If the market is buoyant, revenue will rise naturally and
promotional spending with it. If market conditions
deteriorate, there is arisk that revenues will fall and
that promotional spending will therefore follow. in turn
cause a further loss of revenue.
• DD Example: 2% of revenue
5. 2. Sale Planning: Sale Budget
• The promotional budget should actually follow
exactly the opposite
• pattern to the one which will result from the
Percentage of Revenue concept. When the market
is growing strongly, an airline operating in that
market will be able to increase its own revenue in
line with the market for only a small promotional
spend.
6. 2. Sale Planning: Sale Budget
• Same budget as last year + inflation
- Again easy and avoid corporate politics
- Still flawed
7. 2. Sale Planning: Sale Budget
3. Task-based Method
• the budget is set by first asking and then answering
a series of questions about the money which will
be needed if the target revenue and profit for the
year Whilst there can be no precise answer to these
questions,
• It will also be necessary to take account of the
spending of the airline’s competitors.
• Whilst in principle it may not be necessary to
exactly match the budget of a high-spending rival.
12. 4. Advertising
1. Setting the brief
- What do you want this campaign to achieve?
- What message to deliver? Price? Branding? New
products? Destination?
2. Agency Selection
- Inhouse? – DD does it themselves
- Outsource?
3 Media Buying
- Cost v Impact (Eyeballs?/ROI?)
13. 4. Advertising
4. Creativity
- Must take into account of different cultural taste
- Standardise/Localise?
5. Campaign Monitoring
- Through ROI
- Web Activity during the campaign
- Lesson Learned?
14. TV Advert Examples
Air France – Michel Gondry
https://www.youtube.com/watch?v=VmNztYfInOA
Air France – France in the Air
https://www.youtube.com/watch?v=v-ahlbWNZPk
Air France – Inflight Meal Advert
https://www.youtube.com/watch?v=1N1d1CE6ThQ
Air France – Flying Dance
https://www.youtube.com/watch?v=2fRoEOcf6jo
16. British Airways
• Don’t Fly – Support Team GB
https://www.youtube.com/watch?v=JMU1eIhQ68w
Club Class
https://www.youtube.com/watch?v=_vSFye_RgN0
Old Pricing Ad
https://www.youtube.com/watch?v=uQ9SlOUBvqQ
Pam Ann – Training
https://www.youtube.com/watch?v=QF6YjSE1dsY
17. Qantas
I still call Australia Home
https://www.youtube.com/watch?v=hbGuqmaDgLA
