Qantas Airline Advertisement: Marketing Theory and Analysis

This discussion post analyzes a Qantas Airline advertisement, evaluating its effectiveness through the application of various marketing theories. The assignment begins with a brief overview of Qantas, including its target market, consumer behavior, and revenue. It then delves into a detailed examination of the advertisement, applying the AIDA model (Awareness, Interest, Desire, Action) and other theories like Imitative Desire and the Mediation of Reality. The analysis explores how the advertisement attracts attention, generates interest, creates desire, and prompts action from potential customers. The paper also discusses how the advertisement evokes customer loyalty and reflects the airline's values. The post concludes with a bibliography of sources used in the analysis. The assignment fulfills the brief's requirements by selecting an advertisement, gathering relevant statistics, and providing a detailed analysis using marketing theories.

Running Head: SALES AND PROMOTION 0
QANTAS AIRLINE

SALES AND PROMOTION 1
Qantas airways limited is one of the largest airlines of Australia in terms of the international
flights and fleet size. The airline is headquartered in Sydney is offering its services to the
consumer since March 21.
The target market of the airline are mostly business travelers who travel domestically or
internationally. The business travelers are further on divided into routine, conference, emergency
business travelers. It targets another segment which is of leisure travelers which is divided into
weekend tourist and multiple destination tourist (Qantas, 2019).
The behavior of the consumers targeted by Qantas airline is-
Affluent class-
Those consumers who prefer travelling with the airline prefer luxury over anything, they are the
ones who are ready to pay any price for a luxury travel. They look for their comfort and top-
quality world class services.
Safety is the highest priority-
The travelers travelling with the airline look for the safety of their belongings and matters as the
airline provides the topmost safety in all aspects to its customers.
A stylish brand to be associated with-
The features that the airline provide to its consumers make it one of the most desired airlines to
its customers. The uniform of its flight attendants, its décor and the deliverance of its services
make it one of the best names to be associated with.

SALES AND PROMOTION 2
The earnings of the Qantas airline are depicted in the above graph
Source: (Statista, 2011)
The airline is one of the most premium airlines in Australia which has the association of around
nine million members (Friedmann, 2019).
The application of marketing theories to evaluate the effectiveness of the Qantas Advertisement (
Rucker, 2017).
AIDA Marketing theory-

SALES AND PROMOTION 3
Awareness- The advertisement of the Qantas airline attracts the attention with the imagery of the
airplane and pilot standing with a warm smile on his face with a proud expression as a result of
the great association with the plane. The whole image appears to be attractive to a spectator. If
this attractive image the airline has done justification in efforts to attract the travelers
Interest- The advertisement develops the interest with the statement “I don’t just fly planes for a
living, I fly people and there’s a difference” the statement develops the great interest to a reader
as it develops the feeling that you are being taken care of responsibly by the airline. The
statement itself develops the curiosity in the mind of a traveler to have a flight experience
Desire- Once the interest is developed by the airline, then it develops the desire to go for a travel
to experience the difference the airline is claiming in the ad. The experience which will be
different as the focus of the airline is to fly people than planes. All the elements
Action – The creativity with which the advertisement is portrayed with a pilot standing upright
with confidence and a statement written in such a way to develop interest in the advertisement
could spur a traveler into action (Anon., 2019).
IMITAIVE DESIRE THEORY-
In the advertisements, the confident demeanor of one its employee who is pilot is reflected with
the way he stands and a warm smile he delivers and the statement he utters that is “I don’t just
fly planes for a living I fly people and there’s a difference” the powerful statement of doing a
job not for living but to give consumers the best experience is itself an inspiring personality for
the consumers to follow so according to the theory the advertisement justifies the aim of creating
a desire in a consumer to follow it (Hunt, 2010).
“THE MAGIC OF MEANING IN IT” THEORY-
The Qantas advertisement deeply touches the value of its customers by giving them a feeling that
it is their highest priority to give them the greatest traveling satisfaction through comfort and
safety. The crew there have a larger purpose of doing the job just for earning some nuggets but
for serving the travelers with utmost care ( Reeves, 2015).
SHIFTING LOYALITIES

SALES AND PROMOTION 4
The Qantas advertisement could evoke the feelings of customers loyalty towards a brand. It
could develop the feelings of brand loyalty towards them. As the statement in the advertisement”
I don’t just fly planes for a living I fly people and there’s a difference” develops the feeling of
care in the customers that their needs are taken care by the customers rightly.
THE MEDIATION OF REALITY
The advertisements are successful when used with the good media to attract the attention of the
spectators. The beautiful use of the colors and the imagery in the ad makes it an alluring one. The
way the pilot confident demeanor and the airplane in the scenery give it a feel of the reality to the
consumer. The consumer after seeing in the ad would want to have a flight experience as there is
high level of connectivity in it. Even the statement uttered has a lot of impact of the consumer
choosing to go by a flight.

SALES AND PROMOTION 5
Bibliography
Reeves, R., 2015. Reality in Advertising. New York: Widener Classics.
Rucker, D., 2017. How To Put Advertising Theory Into Practice. [Online]
Available at: https://www.forbes.com/sites/derekrucker/2017/11/01/how-to-put-advertising-
theory-into-practice/#1d216937ebd1
[Accessed 3 August 2019].
Anon., 2019. Communication Theory. [Online]
Available at: https://www.communicationtheory.org/aida-model/
[Accessed 3 August 2019].
Friedmann, . S., 2019. Target Marketing. New York: Alpha.
Hunt, S. D., 2010. Marketing Theory. 1 ed. New York: Routledge.
Qantas, 2019. Qantas. [Online]
Available at: https://www.qantas.com/in/en.html
Statista, 2011. Qantas Group's worldwide revenue. [Online]
Available at: https://www.statista.com/statistics/270214/qantas-groups-worldwide-revenue-
since-2007/
[Accessed 1 July 2019].

SALES AND PROMOTION 6
Appendix
( WARD, 2015)