What are the OBJECTIVEs of AIRLINE advertising?

January 28, 2011 at 9:24 am · Filed under Introduction

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4 Comments »

  1. squiggy_squigtones said,

    January 19, 2011 @ 1:29 am

    The OBJECTIVE is to get butts in the seats. What else do you think they would be trying to accomplish?

  2. jettech said,

    January 19, 2011 @ 1:44 am

    To quote one of my economics classes from college a dozen or so years ago, “advertising is the mass undermining of the common sense of the consumer.”

    The goal of advertising is to make the product and provider stick in the mind of the consumer and place it so that the consumer will see and remember it. For example, I still remember nightly news blurbs from 20 years ago about Southwests “fly for peanuts” campaign and people showing up at the airport with bags and bags of peanuts, while I can’t remember much from my college math classes.

    Airlines have to deliberately balance aggressive self aggrandizement and simultaneously make viewers at ease being with them. Take for instance that the American Airlines Center, home to the Mavericks and Stars, is cutely refered to on the radio traffic spots as “The Aerodrome.”

    So, you’ve been to a hockey game, maybe a basketball game, and now they’re referring to the stadium they sponsor with a neat, nostalgic word that fell out of general usage in the 1930′s. You automatically associate the place where you’ve been perfectly safe, (if not entirely sober,) with the romantic age of flying and remember American Airlines.

    I can also recall the phone number of the Dallas Times Herald Classifieds department, thanks to a particularly annoying jingle.

    So, you’ve been put at ease with the idea, they’ve sponsored a stadium for your teams, you’ve had a wonderful time at the game, hopefully you’ll show some home team support when you go to book your next flight. (Which makes one wonder why cheated investors didn’t go after Enron Field’s branding labels with pickaxes and pry-bars.)

    Southwest, (oddly my airline of preference,) still runs it’s own campaigns, from groaner puns, (Austin-Auften, or Oklahoma and Back Homa,) to publicly dealing with what would be an embarrassing incident on another airline, resulting in short skirt fares; (SCHWING!) And everyone’s heard “*ding* you’re now free to move about the country.”

    So, the objectives of advertising is the same as other advertisers; plant themselves in the memory of consumers in the hopes that consumers will believe their advertising over the advertising of their competitors.

    One of the most powerful things I’ve seen an airline do to advertise was simply give out free beer on flights to New Orleans. I was unfortunately wedged in cattle class seating, between two devout, fundamental baptist women that in and of themselves qualified as cattle class. Didn’t stop me from having a free beer, and made me wonder if the airline’s failed proposal to charge large people for two seats wasn’t a bad idea after all.

    Sorry I don’t have any websites, but let me hasten to assure you that an airline that implements at least two seats for people who need three seats is going to get my business. Gaah, that was the longest hour and a half flight of my life.

    And so, my signature is revealed as being stolen from an airline advertising campaign.

    Fly the Friendly Skies!
    JT

  3. Reginald said,

    January 19, 2011 @ 1:47 am

    Just like the objectives of any advertising, the airlines want
    you to spend your money with them. The object of any kind
    of advertising is to separate a potential customer from his
    money, and the airlines are experts at doing that!

  4. Vitch said,

    January 19, 2011 @ 1:53 am

    I think it’s obvious what the objetctives are: To get people to fly on the airling that is advertising.

    The objectives of any advertising is to sell something. In this case it’s airplane tickets.

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