Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Uploaded byAMALDASKH
PPTX, PDF1,135 views

Future of airline marketing and airline advertising

This document discusses the future of airline marketing and advertising. It outlines key functions of advertising such as setting clear objectives and monitoring performance. Advertising can be used to promote an airline's corporate image, introduce new services, and sell special offers. When creating advertisements, airlines must consider whether it will attract attention, be credible, persuasive by understanding customer needs, and compatible with long-term brand values. Important decisions in advertising include setting a clear brief, selecting an advertising agency, media buying, creative strategies, and monitoring success.

Education◦
Downloaded 18 times
Nishi MN FUTURE OF AIRLINE MARKETING AND AIRLINE ADVERTISING
Functions  Advertising campaign needs to clear objective are set for it.  The performance the campaign monitored against the objectives.  Advertising promote corporate image and corporate brand values.  It place role in building sub-brands such as those which airline have built around cabin classes or service concept.
Cont’d  Advertising can be used to provide tactical information about service changes such as the introduction of new routes or a new type of aircraft.  It can also sell special offers  Advertising may be able to play a useful role in positioning an airline as a good corporate citizen.  Advertising can help in staff motivation policy.
Features of airline advertising  Whether or not the advertisement is likely to attract and to hold attention.  It must be provisionally produced.  It must be credible.  It must also be persuasive, showing an understanding of the customers true need and demonstrating the ways in which the airline can meet these needs.  It must be compatible with the airline’s long term development of it’s brand values.
Advertising decisions 1. setting the brief 2. Agency selection 3. Media buying 4. Creative strategies 5. Monitoring success/advertising life cycles
Setting the Brief  All good advertising campaigns start with a clear decision about what the campaign should achieve.  The brief it self should be as detailed as possible, and should include a statement of objectives that a campaign should meet and the criteria which will be employed to decide whether it has succeeded or failed.  The brief should be agreed to and signed by airline’s most senior management at the earliest possible stage.
Agency selection  Choosing an advertising agency is a very important decision.  Brand building advertising will be consistent across all market there fore be better to choose a agency with a large number of offices in different countries.  When choosing an agency emphasis should be placed on its record of being able to produce original, imaginative and existing work.  The appointment of an advertising agency should be seen as a strategic, long term decision.
Media buying  The airline should maintain and independence of thought, other wise it risk merely becoming a slave to the agency’s whims.  Media buying choices will decide where the advertising will be seen, by whom, at what cost and what form advertising message can be communicated.  Media buying choices will the objectives of the campaigns, in terms of both its target audience and whether or not the campaign has a strategic or merely a tactical objective.
Creative strategies  Successful creative strategies are ,of course, at the heart of all worth while advertising. All campaigns where the budget is sufficient should be research based. Common sense , intuition and past experience are all important aspects in the evaluation of an agency’s creative proposals.  Airlines should invest in decent quality of production of all their advertising , even if this means that within a given budget, less money will be available for media buying.  A significant amount of advertising expenditure must be directed at the brand , and great care must be taken to ensure that frequent tactical messages which are inevitable today do not undermine fundamental brand values .
Monitoring success/ advertising life cycles  Monitoring methods used will vary with a campaign subjective.  For advertising purely brand building objective, precise measurement of the results is notoriously difficult it will be necessary to invest in initial market research designed to defined levels of awareness of potential customers and the attitude they adopt towards the airline.  Successful campaigns will show a growing awareness, a positive move in attitude and a high level of recall of the content of the advertising.
Conclusion  For the success and long-term running of an organization requires proper advertising and communication with the large group of people. Advertising is considered to be the best form of marketing as it reaches the large people in lesser time. As with the airline, ad visiting can easily convey their changes and new expansion to the passengers.