Airline Marketing: 11 advertising

Airline Marketing: 11 advertising

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  Airline Marketing 11: Sellingand Advertising Dr Narudh Cheramakara Bangkok University 1/2017
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  1 Anatomy ofSale: 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).
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  •Attention - •the consumerbecomes 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
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  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
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  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.
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  2. Sale Planning:Sale Budget • Same budget as last year + inflation - Again easy and avoid corporate politics - Still flawed
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  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.
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  3. Marketing Communication Techniques 1.Sponsorship - Must ensure that what you are sponsoring goes well with your branding
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  3. Marketing Communication Techniques 2.Media Relations: PR ระทึก! รถบัสรับ-ส่งผู้โดยสาร ชนเครื่องบินนกแอร์ กลางสนามบินดอนเมือง สายการบินนกแอร์แจ้งว่า เมื่อวานนี้เวลา 22.55 น. ขณะที่เครื่องบินของสายการ บินนกแอร์ จอดอยู่ที่หลุมจอด 35 ท่าอากาศยานดอนเมือง ได้มีรถบัสรับ-ส่ง ผู้โดยสารของสายการบินหนึ่ง พุ่งเข้าชนส่วนหน้าด้านซ้ายของเครื่องบินได้รับ ความเสียหาย ไม่มีผู้บาดเจ็บ เจ้าหน้าที่กาลังตรวจสอบสาเหตุ และความเสียหาย ที่เกิดขึ้น เพื่อซ่อมบารุงต่อไป อาจทาให้ต้องเปลี่ยนแปลงตารางบิน หรือเกิดการ ล่าช้าบางเที่ยวบิน - Online Drama - United Case
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  3. Marketing Communication Techniques 3.Field Sale Team - Visiting Agents - Backbone of B2B market - Sometimes working along PR team
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  4. Advertising 1. Settingthe 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?)
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  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?
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  TV Advert Examples AirFrance – 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
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  • KLM Swan •https://www.youtube.com/watch?v=j73RJiJSwXE
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  British Airways • Don’tFly – 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
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  Qantas I still callAustralia Home https://www.youtube.com/watch?v=hbGuqmaDgLA
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  การบินไทย • ขับเคลื่อนเศรษฐกิจชาติ • https://www.youtube.com/watch?v=DfDc68k2z98 •เส้นทางบิน • https://www.youtube.com/watch?v=1kZmVI00CcM • Sas Japan • https://www.youtube.com/watch?v=tp6IWAEdaRc • SAS Cultural Festival sponsor • https://www.youtube.com/watch?v=Hu6Lf1tb5Pw