As the Bible says, out of the abundance of the heart, the mouth speaks," which means that you will know a person's thoughts and what they hold dear by how they speak. This is a critical lesson for JetBlue management. They cannot just gloss over this with the promise of better performance because that will immediately make them even less credible. The fact that no one stood up for the customers in the first place is an excellent case in point as to how flawed the culture is (McGregor, 2007). The Corporate Advertising program needs to instead concentrate on cultural change. It needs to show how JetBlue is rewarding employees for taking initiative, and explain how employees who go beyond get recognized -- and those that ignore customers are gone. JetBlue needs to embrace the Golden Rule and use that as the basis of their advertising, taking the high road instead of just focusing on making promises no one believes anyway (Kochan, 2006).
The Corporate Advertising Program instead needs to show how JetBlue looks now to customers as family and that living...
It needs to show this through many different examples and stories to make it real. The Bill of Rights offer is not enough in this context. JetBlue needs to offer full refunds to anyone stuck on the tarmac more than 45 minutes yet still complete the flight. This says that JetBlue honors and sees their customers' time as crucial. Like any servant leader, JetBlue needs to hold themselves accountable to excellent performance or deliver it for free. This would show they are very serious about improving and the "no excuses to you, we are JetBlue" mentality needs to dominate the company.
However, this is not impossible. Clever and unique advertising campaigns can help to achieve this goal. Sora, K. Haley, E., and Gi-Yong Koo. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3): 67-80. The authors discuss the role of consumers and how they respond to advertising for a particular product as opposed to how consumers respond to corporate
The development of customer insights and a focus on what the customer wants and needs is very important to create a good IMC, but even once customer needs are completely understood an ad agency will still be charged with the duty of coming up with the right ways to reach out to those customers (Eskilson, 2007). It is only then that a company can begin to grow and expand
Not only are the campaigns coherent, but they also support each other and the essential key concepts, represented by the characteristics of the brand: social awareness and implication, innovation, the ability to do anything, the belief in people and their potential to achieve their dreams. The main weakness that the approach to PR and advertising is the repeated focus on the concepts of innovation and social responsibility without insisting
Advertising and Media Influence on Children It shouldn't come as a shock that commercials during children's programming include ads for toys, junk food, snacks and confectionary, after all, most advertisers are fully aware that most of their target market consists of young children, and "young children are cognitively and psychologically defenseless against television advertising" (Strasburger, 2001). Children, especially pre-schoolers and pre-adolescents are the highest susceptible to the influences of advertising. Toy merchandise
Corporate Governance Two different, yet related corporate governance definitions have been presented in this paper (Mallin, 2006: 3). Sometimes they cause confusions and controversy and ultimately affect the implementation of tightening of governance (Windsor, 2009). The 1992 Cadbury Report, which presented the major proposals for tightening governance, described governance as the system through which firms are managed, regulated and supervised (Cadbury, 1992: 15). The fundamental agency idea emphasizes that corporate governance has
Corporate Social Responsibility Initiatives A corporation that responds positively towards social issues is considered socially acceptable. There are some corporate social responsibility initiatives which the firm should take in order to get socially responsible. There are five main corporate social responsibility initiatives: Philanthropy, Work/Life programs, Community redevelopment, Acceptance of whistle blowers and Environmental protection. Philanthropy The first way is to donate a lot to charities. These include hospitals, colleges and nursing homes. Many