CASE ANALYSIS: BRITISH AIRWAYS Introduction Th

At Whom Is the Concept Campaign Targeted?

The concept campaign was aimed at the general public of all the countries in the world served by British Airways. The concept campaign did not target the public in any specific country served by British Airways at the exclusion of the general public in any other specific country served by British Airways. Similarly, the concept campaign did not target any specific segment of the consumer airline market. Rather, the concept campaign had a primary objective of creating and selling a corporate image of British Airways to all people so that when a person thought of air travel, British Airways would come to mind as the preferred airline, regardless of what specific utility might be sought by a consumer through air travel.

Does A Global Concept Campaign Make

The conduct of international business by multinational corporations proceeds according to well accepted concepts that have been developed over the past several decades. The changing environment of international business, however, is causing the conduct of international business to evolve from a multinational to a global perspective. Within the context of the evolving global perspective, both organizational and strategy changes are required for the adaptatio

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exaggerated sense of local patriotism. With respect to airlines, however, the attitudes and service levels of most of the companies are not the stuff from which exaggerated levels of consumer loyalty is derived. Thus, while "The World's Favorite Airline" might engender some scoffing and ruffle a few feathers, over the longterm, the advertising copy should be successful on a global basis. The advertising copy for the "preference" series of advertisements does not appear to be as compelling as that for the "Manhattan Landing" advertisement. One of the problems with the advertising copy for the "preference" series of advertisements from the perspective of the British Airways objectives of establishing a universal and effective global corporate image is the heavy reliance of the "preference" series of advertisements on the use of celebrity spokespersons, some of whom are dead celebrity spokespersons. The selection criteria for spokespersons to appear in a company's advertising tends to vary, depending upon how a company segments and targets its markets. Depending upon the specific segmentation and targeting characteristics, a firm may desire a high profile individual (a celebrity), an individual conveying an image of expertise
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Approximate Word count = 1445
Approximate Pages = 6 (250 words per page)