Aviation Management College

1. AIRLINE MARKETING Chap 10: ADVERTISING & PROMOTION Aviation Management College

2. AIRLINE MARKETING Advertising & Promotion Aviation Management College • The advantages of Advertising • To promote corporate image and brand value (the • amount that a brand is worth in terms of income, potential income, reputation, prestige, and market value.) • Helps to build sub-brands e.g., business class, FFP, • special product package. • Use to provide technical information such as new • routes, new aircraft, etc. • d) To sell special offers, discount fares, FFP bonus, etc • e) Helps in staff motivation

3. AIRLINE MARKETING Advertising & Promotion Aviation Management College • The features of good advertising • a) A good research data on feedback • b) Provide checklist with the right question to the customers • Getting a professional or consultant to analyses the result, avoid biasness • d) Ensure the ad is compatible with airlines’ brand values

4. AIRLINE MARKETING Advertising & Promotion Aviation Management College • The role of Advertising • a) Ads [placed in trade magazines which circulates among forwarding community • b) It describes the benefits one airline against the other, • c) It emphasis on the quality of ground handling, • d) It main task is to convert surface traffic into air travel and freight business,

5. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • a) Background • Competition from trucking and ferries (short- • haul), deep-sea containers (long-haul) • - Cheaper freight rates • - Freight forwarders 90% • - Majority smaller consignments • - Forwarders, consolidation and deciding • airline

6. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • Freight market growing faster than the pax market • Challenges in effective marketing communication • Issues may not be similar to pax market

7. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • b) The Sales Task • Competition from surface transport • Efforts aimed at the freight forwarding industry • Concentrates on the Senior Management team of large forwarding firms • Also the clerks who is responsible for routing and carrier choice decisions for individual consignment

8. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • The Sales Task - cont • Special task, to convert surface transport traffic into air freight • Presently only 2-4% of total goods by weight move by air • Major forwarding firms have interest in both air and surface traffic

9. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • Marketing Communication • - Using Freight Sales Executive to do personal selling • Generous offer to corporate key decision makers • Advertising and promotion in trade forwarder magazines

10. AIRLINE MARKETING Advertising & Promotion Aviation Management College • 4. Promoting Sales in the Air Freight Market • Marketing Communication • - Aggressive personal selling approach to convert surface traffic to air freight • Study and research on the cost-effectiveness of air freight • Advertise the result of the study in Financial and Business magazines

11. Aviation Management College Happy Studying