Premium Essay

Southwest Airlines: We Love Your Bags

In: Business and Management

Submitted By agolladay
Words 657
Pages 3
11/10/12
Ashley Golladay
Case #17.2
At Southwest Airlines, “We Love Your Bags” 1. Describe the various promotion elements that Southwest Airlines uses in its integrated marketing communications. * To start with one of their largest marketing communications is through television ads. Each of their ads consistently conveys the same message, that they provide low cost air fare and great customer service. These ads also provide comedic value when their competitors tend to be up-tight and too business like. Another integrated communication is through their use of technology, the “Ding” software backs this same message up by playing on the sound the plane makes when it’s time to exit the aircraft, letting the customer know another great low-fare deal is available. All of their communications say they like to have fun. This is their culture that is the heart of their company. I think because of that culture and customer service, every time I get on a flight and their flight attendant or pilot has fun with the instructions or weather announcements, those employees are sending the same marketing message as well, we have fun, we love what we do and we do a great job. All of these marketing efforts integrate seamlessly and it shows in their fiercely loyal customers and their even better low prices (506)! 2. How does the engaging and entertaining performance of Southwest flight crews contribute to promotion activities? * First of all, I swear I did not read this question until already answering the first! Promise! Anyway, I will go a different route here specific to this question. These crew members are an extremely important part of Southwest’s communication channel (508). This channel is circular in nature because each time a crew member conveys a message to the audience, a passenger, the way that message is decoded (509) is almost always positive and...

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