The paper answers certain questions regarding the marketing of transit service (what are good marketing strategies, can these be applied and how?) as it applies to an airline company. Airline marketing has been directed to the entire market in order to sell to the greatest possible number. Every carrier talks of the same aspects of air travel. This makes it difficult for the consumer to differentiate among carriers, and customer usage becomes a function of advertising and promotion weight. In planning marketing strategy, the types of consumers are first identified. Radio is used as the primary meduim for communicating with business people. Unusual and interesting aspects of cities are created into stories and used to publicize them. The radio which provides a low price medium and the required local flexibility, was also used to disseminate flight information (frequency and times) and run commercials. The newspapers have been used to disseminate flight and service information. New products that will appeal to business people and personal travelers are being continually pursued. Cost saving for off-peak travel and free flights on leisure class are some products offered by the airline. The new patterns of leisure and recreation time were studied and promotion campaigns were built around low weekend air fare and other special packages. A spring promotion campaign in newspaper and television was successfull. In sales promotion, advertising was backed up with brochures giving details of special packages. Special products were developed for families. The success of these advertising campaigns may be related to the consistency in tone of voice and style in radio and television, and in the graphic and logo treatment. Research indicated that the size of advertisements was associated with multiplicity of destinations. An important element in the marketing campaign has been the commitment that was originaly made to the theme of "wings of man."

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  • Supplemental Notes:
    • Appeared in Issues in Public Transportation, proceedings of a conference held by the Highway Research Board at Henniker, New Hampshire, July 9-14, 1972. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved.
  • Corporate Authors:

    Transportation Research Board

    500 Fifth Street, NW
    Washington, DC  United States  20001
  • Authors:
    • Kelley Jr, M L
  • Conference:
  • Publication Date: 1974

Media Info

  • Media Type: Digital/other
  • Pagination: pp 97-101
  • Serial:

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Filing Info

  • Accession Number: 00272052
  • Record Type: Publication
  • Files: TRIS, TRB, ATRI
  • Created Date: Sep 19 1981 12:00AM