2. Today’s Content  Media Relations  Field Sales Team  Recruitment Criteria  Motivation of Airline Field Sales Executive  Airline Advertising  Advertising decisions

3. Media Relations  Strong Media Relations are extremely important for airlines  Favorable Coverage  Foster goodwill of journalists  Free travel  Cover-ups should be avoided

4. Field Sales Team  Role:  Initial and current role of sales executives  To retain customers  To negotiate deals  To meet price challenges  To retain agents while minimizing their profit  Customer Relationship

5. Recruitment Criteria  Articulate and persuasive  Previous experience  Proven selling track record  True sales persons are born not made  Fear of Insecurity  Industry Knowledge  training

6.  Loyalty  Intelligence  Rivals staff  Airline’s own staff  Ideal age

7. Motivation of Airline Field Sales Executive  Money a prime motivator  Basic plus commission  Reasonable and comparable salary  Training  Career progression and advancement  Other facilities  Tools to do the job

8.  Adequate level of support  Fear  Fear should not be seen as substitute

9. Airline Advertising The functions of Advertising: Clear objectives Monitor the performance Promote corporate image Building sub brands Sell special offers Influence policy makers

10.  Staff motivation policy  It works only when motivation is already high

11. Advertising decisions  Setting the brief:  What campaign should achieve  Agreed and signed  Agency selection:  Professional discipline  Airline accounts are perceived as attractive  True global coverage

12.  Original, imaginative and exciting work  “Blissfully happy passengers being served wonderful food by beautiful girls”  Strategic long term decisions  Change or retain agency

13.  Media Buying:  Where the airline’s advertising will be seen, by whom, at what cost and in what form advertising messages can be communicated  Business air travelers  Cost per thousand (CPT)