British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules,routes and price.However,the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline".Which of the following is correct regarding this type of advertising campaign?

Question

Quizplus · Accepted Answer

Since the focus of the campaign is on service and image, which are easily understood by airline passengers in all countries, it could easily be adapted to a global campaign. Therefore, the campaign does not require a localized approach with different ads for each country, nor does it require a localized strategy since perceptions of service will not necessarily be different among airline passengers in every country. Moreover, while price is an important factor in the selection of international flights, British Airways believes that it cannot differentiate itself on the basis of price, and therefore has decided to focus on service. Finally, although service is intangible, it can still be communicated through advertising and branding efforts.

British Airways Believes It Is Very Difficult to Differentiate Itself