If the question asks whether Jetblue should do a national television commercial campaign, the answer is yes. In looking at the reasons why companies should engage in these campaigns, one has to consider the fundamentals of the company itself, including what it has to advertise, what its financial standing happens to be, and what other alternatives it may have rather than doing one of these commercial campaigns (Miller, 2017). In the case of Jetblue, the company has a lot to gain from this, and some of its fundamentals align well. It should consider this sort of campaign for sure.
The company has a strong record of on-time performance that it can use in order to appeal to consumers. In the airline industry, bad performance is an epidemic (Belobaba et al., 2015). Many airlines do not know what they are doing, and consumers are largely upset. There have been examples of how brands have taken off by using clever commercials in order to show the consuming public that they are not like the others. Southwest Airlines, for instance, has built a strong brand on this concept alone seemingly (Gunarathne & Seidmann, 2018). Jetblue has something to sell in its on-time performance that consumers may like.
The company also has national reach. It flies everywhere, and thus, it has the opportunity for good brand penetration. For some more regional carriers, it may not make sense to try and do this because it would just be wasted in some areas. Because of the way in which Jetblue has expanded to many different airports, it is in good position. At current, Jetblue is offering a range of services, including free wi-fi on flights, that many other companies are not. One of the problems for the company, though, is despite how much money it spends to provide a higher level of service, some people just do not see it and recognize it. This brings along the absolute need for a commercial campaign to raise awareness.
- Belobaba, P., Odoni, A., & Barnhart, C. (Eds.). (2015). The global airline industry. John Wiley & Sons.
- Gunarathne, P., Rui, H., & Seidmann, A. (2018). When social media delivers customer service: Differential customer treatment in the airline industry. Management Information Systems Quarterly, 42(2), 489-520.
- Miller, D. (2017). Building a storybrand: clarify your message so customers will listen. HarperCollins Leadership.