SNATH
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Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 9:20 am

Hi all,

I have a (probably daft) question.

I have noticed that both Airbus and Boeing run ads about their latest plane types in magazines. For example, Boeing has been running a two-page ad on the B787 in Flight International for some time now. Airbus also recently started a multi-page ad on the A350 in FI too.

My question is: who are these ads targeted to? I really can't see an airline / leasing company executive flicking through FI and saying: "Oh cool, the A350 looks really great", calling up Leahy, and then ordering 50 of them. Also, I can't see them being targeted to passangers, as they emphasize the efficiency / low operating costs of the planes, instead their passanger-pleasing features.

So, the question is: what's the point of such ads?

Tony
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EZEIZA
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 9:22 am

Maybe it is intended to create another A vs B battle on A.net Big grin
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flyingnanook
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 9:45 am

The ads are targeted to the passengers. They see how great and shiny and new these planes are and they want to fly on airlines that use these planes. Airlines then have the pressure to fly the shiny new planes that passengers want because they saw them in a magazine.

At least that's how I heard it explained somewhere.
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SWISSER
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 9:49 am

Quoting FlyingNanook (Reply 2):
The ads are targeted to the passengers. They see how great and shiny and new these planes are and they want to fly on airlines that use these planes. Airlines then have the pressure to fly the shiny new planes that passengers want because they saw them in a magazine.

At least that's how I heard it explained somewhere.

That is perfectly explained!
remember the Airbus video ad's about there no middle seats etc.
I think they are still downloadable at A.com
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centrair
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 10:00 am

Its just like seeing an Airbus commercial on TV. I think they are great Commercials but...I know I can't afford them.

Sometimes on BBC World, you can see an Airbus commercial followed by a commercial for an airline that operates them. I recently saw one where they advertised the A330 and then there was a commercial for Qatar Airways.

I have to say Airbus commercials are just fun to watch. Love the one about the A340-500 with the two Chinese guys waiting on a tarmac for planes to land. When they don't show up, they decided to play table tennis on the baggage cart.

My wife has seen these commercials and thought, "Why?" But when we flew on a Garuda A330 to Bali, she mentioned the commercial to me. She is not a plane fan...what...so...ever. I guess they get the general public thinking about the experience.

Wish Boeing did some TV spots. Would love to see them. Might be fun.
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Zone1
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 10:42 am

Quoting Centrair (Reply 4):

Wish Boeing did some TV spots. Would love to see them. Might be fun.

They do, and you can! http://www.boeing.com/companyoffices/aboutus/advertising/
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afterburner
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 10:57 am

They create "brand awareness".

In Indonesia (and many other countries in the world, I'm sure), Boeing, for lots of people, is the best aircraft manufacturer they know (and maybe it's the ONLY one they know). So when the government allowed private airlines to use jet aircrafts (only the state-owned Garuda was allowed to have ones before), they bought/leased mostly Boeing 737-200. In the fuselages, they put the words "BOEING 737" quite boldly. And Lion Air, whose fleet consists mostly of MD82s, names them "BOEING MD82". And in the newspapers' ads, they (the airlines) always write "We use large aircraft, Boeing 737" (sure they're larger than the turboprops they had used before ).

[Edited 2005-08-12 04:00:44]
 
SNATH
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 10:15 pm

Thanks all for the replies!

Quoting FlyingNanook (Reply 2):
The ads are targeted to the passengers. They see how great and shiny and new these planes are and they want to fly on airlines that use these planes. Airlines then have the pressure to fly the shiny new planes that passengers want because they saw them in a magazine.

This is what I was thinking too. But, given that most passangers have no clue what plane they are flying on, I can't see how it helps. Also, apart from a.nutters, most people make their reservations without any idea on what type of plane it will be.

So, I personally remain sceptical on the effectiveness of these ads.

Tony
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stirling
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 10:36 pm

Investors.

The number one goal of any publicly traded company is to maintain shareholder value.

Shareholder value in accomplished through many efforts, one of them is to instill demand for the stock.

Driving demand for the stock can be done is many ways; such as the marketing department setting the product line apart from its competition, or expounding the features and benefits of the product.

Boeing commercials are frequently seen on CNBC....the cable business news channel. But I've also seen them on MSNBC and CNN. Also present in other non-av related publications such the Wall Street Journal and New York Times.

The appearance of Boeing advertisements in av-related periodicals are targeted to the aerospace/aviation professional who is more likely to have such businesses he is familar with in his portfolio.

It's all about the Stock.
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kappel
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 11:22 pm

Quoting SNATH (Reply 7):
This is what I was thinking too. But, given that most passangers have no clue what plane they are flying on, I can't see how it helps. Also, apart from a.nutters, most people make their reservations without any idea on what type of plane it will be.

So, I personally remain sceptical on the effectiveness of these ads.

Tony

exactly, besides, ads in FI won't be read by "mainstream" passengers either. Only by people interested in aircraft, and they'll know about the new planes already.
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SNATH
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Fri Aug 12, 2005 11:25 pm

Quoting Stirling (Reply 8):
Investors.

...and that is the most plausible explanation so far! Thanks!

Tony
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ORDagent
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 12:20 am

I also have seen LOTS of adds for Boeing Partners winglets in Airways and Airliners. Do that many airline executives read these wonderful geek magazines?!? They are pretty fun ads.
 
satx
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 1:03 am

Quoting SNATH (Thread starter):
So, the question is: what's the point of such ads?

Not found until Reply #8

Quoting FlyingNanook (Reply 2):
The ads are targeted to the passengers.

It's targeted to small-time individual investors, many of whom are likely to also be passengers.

Quoting Centrair (Reply 4):
I guess they get the general public thinking about the experience.

This is just a side effect.

Quoting Afterburner (Reply 6):
They create "brand awareness".

Just another side effect.

Quoting SNATH (Reply 7):
But, given that most passangers have no clue what plane they are flying on, I can't see how it helps.

You've got the right amount of skepticism.

Quoting SNATH (Reply 7):

So, I personally remain sceptical on the effectiveness of these ads.

Hold tight, the correct answer is in the next reply...

Quoting Stirling (Reply 8):
Investors.

This is 100% absolutely correct. Small time, individual investors are the target audience for most ads that feature products the average consumer has no chance of purchasing. Actual clients and institutional investors have direct communication with the corporations who sell planes and other high-dollar commercial products.

Quoting Stirling (Reply 8):
Boeing commercials are frequently seen on CNBC....the cable business news channel. But I've also seen them on MSNBC and CNN. Also present in other non-av related publications such the Wall Street Journal and New York Times.

Excellent comment. Of course, if you get the bulk of your investment information from these sources, you're about a year or five too late to the party.  Big grin

Quoting Stirling (Reply 8):
It's all about the Stock.

100%!

Quoting ORDagent (Reply 11):
also have seen LOTS of adds for Boeing Partners winglets in Airways and Airliners. Do that many airline executives read these wonderful geek magazines?!? They are pretty fun ads.

Regardless if they do or do not, the ads are intended to sell stock to individual small-time investors.
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SNATH
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 3:28 am

Quoting SATX (Reply 12):
Small time, individual investors are the target audience for most ads that feature products the average consumer has no chance of purchasing.

I take it these are potential investors both in the manufacturer ("We build the best planes, invest in us!") and in the airlines ("We are bying the best planes, invest in us!")?

Tony
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irelayer
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 7:18 am

It is the same principle as ads for British Petroleum or Exxon (not the station ads, but the actual corporate ads that tout their exploration for oil, or the recent BP "beyond petroleum" ads) or something, etc...you see these ALL the time and #1: people are going to buy gas no matter what, #2: noone cares about specific oil companies so long as they can fuel up their cars and #3: there is no direct consumer link between the TV audience and the product/service that is being promoted in the ad.

The purpose of these ads, in general, is public relations. These companies want to be viewed in a positive light by the general public, whether it be for selling stock, goodwill, public trust...there are a variety of reasons, some obvious, some subtle. They are confidence builders that convey a sense of the company to the general consumer with slick advertising. That is how you build a brand and become a household name. Boeing also has many, many ads that tout its space and defense buisnesses, an area that will never impact consumers in a direct way.

-IR
 
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 11:01 am

SATX: perfect post!!!!!  Big grin

Very well explained!
 
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yowza
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 3:29 pm

SATX = on the ball.

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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 5:06 pm

Quoting Afterburner (Reply 6):
They create "brand awareness".

 bigthumbsup 
Keeping people aware.A means of Advertising the Product.
regds
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backfire
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 6:05 pm

Quoting FlyingNanook (Reply 2):
The ads are targeted to the passengers. They see how great and shiny and new these planes are and they want to fly on airlines that use these planes. Airlines then have the pressure to fly the shiny new planes that passengers want because they saw them in a magazine.

Sorry - but that's nonsense. Passengers generally don't care which aircraft they're flying on. Boeing/Airbus don't advertise in business-to-business publications (and Flight International is a business publication, not a consumer magazine) to influence passengers.

It's partly to attract investors. High-profile advertising generates investor confidence in the company's stock, especially if it drives home a message of future success.

There is also a strong draw to maintain brand awareness. If Boeing is advertising and Airbus isn't, your first question wouldn't be: Why is Boeing advertising? Your first question would be: What's happened to Airbus? Companies don't like being noticed by their absence.

In addition there is still a degree of truth in the theory that advertisers are buying content. While reputable publications will maintain independence, there is always pressure to spin content to attract advertising.

Companies also like to reinforce their presence by placing, for example, glossy advertisements next to magazine features relevant to their product - because it's direct target marketing to those interested in its field of business.

If a trade magazine like Flight International writes an in-depth feature on the A350, Airbus might want to add its own bit of polish - and with an advertisement it can underline its own message and spoon-feed contact details to the reader. Don't underestimate the power of this sort of publicity.
 
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sat Aug 13, 2005 7:17 pm

Quoting FlyingNanook (Reply 2):
They see how great and shiny and new these planes are and they want to fly on airlines that use these planes. Airlines then have the pressure to fly the shiny new planes that passengers want because they saw them in a magazine.

I think what really matters to most pax is the price, the service and maybe the ffp perks - not the make of an a/c - definitely not when it comes to A vs. B.
What's the point of flying "shiny new planes" when it's a flying cattle carriage aka Ryanair or some "legacy" airline with poor service, broken IFE and rude cabin crew?
 
kaitak744
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sun Aug 14, 2005 11:23 am

GE made an add a while ago for their GE90 engine.
 
PPVRA
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Sun Aug 14, 2005 11:25 am

Quoting Kaitak744 (Reply 20):
GE made an add a while ago for their GE90 engine.

Check a Time magazine, always something of the sort. GE has it with pictures of their engines, locomotives and endless list of products.
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RedChili
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RE: Airbus/Boeing Plane Ads In Magazines: Why?

Mon Aug 15, 2005 4:27 am

Quoting Afterburner (Reply 6):
And Lion Air, whose fleet consists mostly of MD82s, names them "BOEING MD82". And in the newspapers' ads, they (the airlines) always write "We use large aircraft, Boeing 737"

Once, I was going to fly together with an Armenian guy on an SU B734. He knew beforehand that it was a Boeing plane, but when he saw how small it was, he refused to believe that it was a Boeing. He apparently thought that all Boeings are 747 size.

Boeing has really managed to get average people thinking that Boeing = big.
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