Marketing 16th Edition by William Pride,Ferrell

تمرين 19

These fun campaigns arc creative, but do they work? More importantly, are the revenues that Southwest forgoes from its two-bags-fly-free policy justified by an increased market share? Southwest seems to think so. In 2009, the air-line recorded a record full-load factor of 76 percent and an increase of S1 billion in market share. These positive results are thought to have come at least in part from the "Grab Your Bag. It's On!" campaign. Through effective integrated market-ing, Southwest has been able to launch successful campaigns, gain market share, and thrive even during the most recent recession."
1. Describe the various promotion elements that Southwest Airlines uses in its integrated marketing communications.
2. How does the engaging and entertaining performance of Southwest flight crews contribute to promotion activities?
3. How has Southwest Airlines positioned its advertising by focusing on simple concepts such as "We Love Your Bags" and "Grab Your Bag. It's On!"?