I need general objectives of such advertising for my advertising class. Can I also have any reference from websites etc.?
Thank you very much!!!
what do you mean, what are the objectives? What are the objectives of any advertising? To sell stuff. In this case, to sell airline tickets and have you choose one airline over another.
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.
The OBJECTIVE is to get butts in the seats. What else do you think they would be trying to accomplish?
To make the most money per dollar spent on advertising. Just like everything else.
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
Airlines mount powerful campaigns mainly for the following:-
1) Carrier's name awareness in the market. New and
improved livery, induction of new aircraft etc.
2) Announcing routings, schedules, fares including special
offers on round trips, holiday schedules, excursions and
inaugural flights to new destinations.
3) Improvements in class and standards including passenger
comfort and give aways on flights. Children's extras.
4) Safety and efficiency of the airline. Any industry or airport
awards or ratings, including passenger feed back.
5) Generally to assure the passengers they are in safe hands.
I am sorry I cannot provide any website information, but hope the above will suffice to at least start your class.
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!
The objective is far more complicated than any of the answers here. Basically, it is to get the consumer to choose their product over all of the competition. However, it is more subtle than that.
First, think about a particular airline. I will use Southwest as an example because they had a particularly good commercial last year.
What is Southwest's competition.
Other airlines. All other air carriers are fighting for the same passengers between two cities. Some airlines advertise for specific "city pairs" as loss leaders in order to gain access to the passenger's information, as well as the opportunity to impress them with service.
Trains/Buses/Cars. Airlines also have a need to overcome a fear of flying that many people have. They need to show that their passengers are relaxed and safe, and they get to sleep at home, with a loved one, or in a hotel at the destination rather than in a bus/train seat or in a hotel/motel half way to the destination.
The internet. Business travelers can often get all of the information that they need about a product, service, or place through web sites. The airlines need to show the value of seeing something in person.
Mail. A person can mail a birthday card to grandma, or a contract to a client. However, the personal touch is something that cannot be sent bthrough the mail.
Video Teleconferencing/Telephones. The Southwest ad that I referred to earlier had a group sitting around a table. They called a colleague, only to get his voicemail. As they are complaining that he isn't in his office, so they can't have the meeting, the colleague walks into the room. Face-to-face meetings tend to accomplish more.
I hope that this helped.
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