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An Empirical Test of Brand Extension on Imc Effectiveness

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Submitted By nataliaalexander
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An empirical test of brand extension on IMC effectiveness
Natalia Alexander
MKT/544
March 25, 2012
Jon Zimmerman

An empirical test of brand extension on IMC effectiveness
This article begins with a discussion of the airline industry in the last decade, and the failure of a number of airlines. Southwest Airline, the only U.S. airline to remain profitable in the last 15 years, has been the model that other airlines have tried to emulate. This includes startups. Established airlines such as United’s, Ted spinoff have tried to establish short-haul, point-to-point travel at an economical cost while maintaining ties to original brand. Ted (whose name is derived from the last three letters of United) made a valiant effort to distinguish its flying experience from the other budget airlines. Image was of vital importance to Ted, and the company tried to create an image of Ted being fun and relaxed. Ted had a brief life from 2004-2009 when it ceased operations. This article explores the desired image for the Ted spinoff, how the image was developed, and whether or not it was successful. Furthermore, Massey explores the effects of Ted’s IMC campaign. It also explores the claims made by IMC theorists as to the effectiveness of IMC and illustrates the role IMC plays in organizational image management.
Organizational Image Management
Organizational image management draws on sociology, communications and business to develop its perspectives on an organization. A business must develop and effective image with stakeholders to improve its chances for success. Therefore organizational image management argues that a critical function of an organization is the development and communication of an organizational image. Organizational communications with stakeholders have the goal of projecting desired images while deterring undesired ones. What is crucial to comprehend is the

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