Dissertation Support Requested

BEGGING - I AM UNDER DEADLINE
(I know you know what that's like!)

IRB Protocol number 10303

Study: Business Coursework &/or other preparation for an Applied Arts career in Marketing

Hello!

        I am begging for a total of 40 minutes of your time! Openly asking if you or anyone you know would be willing to contact me to do

·         a survey (17 questions in 2 parts),

·         an interview (conversationally about 15 to 20 questions),

·         and to share some images (as you deem significant) …

… as part of my dissertation.

            Criteria is that they graduated from one of 42 AICAD accredited schools (http://www.aicad.org/) as an illustration major. There would be an informed consent form (all individual results are confidential) and your total commitment, all inclusive, is –planned for under 50 minutes. Respondents will receive aggregate level results (confidentiality assured).

            I am a doctoral candidate at Argosy University School of Business, with a BFA from UArts in Illustration, and as an educator of 30+ years, a university professor for much of that, I sense something of a potential  gap in curriculum.  The research seeks to confirm suspicions that may exist, further the conversation about what constitutes success, and otherwise shed light on the relationship between right and left brain paradigms, applied arts and business. This is intended as foundational research.

            Research is later intended as regards this consideration and other applied arts.  Further research may also venture what business can learn from the arts and vice versa.  What inherent default boundaries of thinking and behavior occur based on these right / left-brain considerations.  Cultures generally and specific to business, to the arts, and any role education plays in exacerbating such divisions, pro or con (and more).

   Thank you,

   Frank Davis

professorfrankdavis@gmail.com, 727 527 4623

*It does not matter what year you went or which AICAD school it was, which include:

Alberta College of Art and Design Art Academy of Cincinnati Art Center College of Design Art Institute of Boston at Lesley University California College of the Arts California Institute of the Arts Cleveland Institute of Art College for Creative Studies Columbus College of Art and Design Corcoran College of Art and Design Cornish College of the Arts Cranbrook Academy of Art Emily Carr University of Art and Design Kansas City Art Institute Laguna College of Art and Design Lyme Academy College of Fine Arts Maine College of Art Maryland Institute College of Art Massachusetts College of Art and Design Memphis College of Art Milwaukee Institute of Art and Design Minneapolis College of Art and Design

Montserrat College of Art Moore College of Art and Design New Hampshire Institute of Art NSCAD University (Nova Scotia College of Art and Design) OCAD University Oregon College of Art and Craft Otis College of Art and Design Pacific Northwest College of Art Parsons The New School for Design Pennsylvania Academy of the Fine Arts Pennsylvania College of Art and Design Pratt Institute Rhode Island School of Design Ringling College of Art and Design San Francisco Art Institute School of the Art Institute of Chicago School of the Museum of Fine Arts School of Visual Arts The Cooper Union The University of the Arts Watkins College of Art Design & Film

Business Nightmares, by the grace of Sara Z

There's a new strip in town, and I'm delighted to share this related business item: comics with more vitality than Dilbert! Sara Zimmerman has an "all in" attitude balanced with a light and airy posture. Great stuff to add to your "business menu".

............Enjoy ! ..............

http://unearthedcomics.com/comics/business-nightmares/

Guy's free marketing books

From Guy Kawasaki: To celebrate the New Year, you can get four of his books for free. Please spread this link as far and wide as you can. http://www.yousendit.com/download/WUJZZUNndWNlaFRMYnRVag The books are: What the Plus!, The Macintosh Way, Database 101, and The Computer Curmudgeon. Happy New Year!

Marketing Occupy (1st draft - complete audio book - free download-able podcasts)

http://soundcloud.com/frankdavis/sets/marketing-occupy-an-audio-book

Marketing Occupy views the global social movement Occupy through the professional conversational lens of marketing. This first draft certainly needs editing, it nonetheless carries the substance. We find a range of insights, from the common sense & still overlooked to the creative. We find in the observations natural frustrations with a fledgling movement not yet evolved to an openness of alternative paths that could make a more positive difference. We see suggestions as to how communication can work wider & more positively, including a commitment to branding (and what that involves and could mean long term).
   The author has worked in the applied & communication arts his whole life, as art director & as an educator of 30+ years, professor of business, ABD, about to begin his DBA dissertation.

[Japanese telecom NTT Docomo] excellence

simple elegant marketing at its best


no sex, violence, screaming, stupidity

the narrative is a wholistic emotive meditation taking you ["in & out & in again"] through the essence of all that is wood

http://answer.nttdocomo.co.jp/touchwood/

Branding [3 of 3]

References


Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.

Kotler , P., & Keller, K. L. (2009). A Framework for Marketing Management, Managing Marketing in a Global Economy (4th ed.). Upper Saddle River, NJ: Prentice Hall .





Mascots Identified





Mr. Zip (US Postal Service), Col. Sanders, Manny Moe & Jack – the Pep Boys, Capt. Crunch, the Hawaiian Punch kid,

Aunt Jemimah (where’s the updated version?), Speedy Alka Seltzer, Burger King, the St. Pauli Girl, Cracker Jack,

Bob’s Big Boy, Juan Valdez, Charlie the Tuna, Brawny guy, the Coppertone Girl,

Lucky Charms, Mr. Peanut, M&M’s, the Sun Maid (raisins), Starbuck’s Mermaid





Martha White, the Land-O-Lakes Squaw, Ronald McDonald, Count Chocula, Wendy,

the Gerber Baby, the (chocolate) Nesquick Rabbit, (8th & latest) Betty Crocker, Smokey the Bear, Uncle Ben,

the Trix Rabbit, the Jolly Green Giant, the Quaker Oats guy, Elsie the Cow, Pop-n-Fresh (the Pillsbury DoughBoy),

Mrs. Butterworth, (Paul) Newman (of Newman’s Own), the Kool Aid Kid, the Vlasic Bird, Ms. Chiquita





Mama Celeste, Michelina, Marie Callender, Cocoa Puffs bird, Boo Berry,

the Esso Tiger, the Pepperidge Farm guy, the Wise Owl, Cheeto’s Cheetah, King Vitaman,

Mr. Clean, Chef BoyRDee, Peter Pan, Birra Moretti guy, the Gorton Fisherman,

Frankenberry, the Campbell Kids, Red Baron, Pringles, the Morton Salt Girl





Orville Redenbacher, Joe Camel, the Gieco Gecko, Jack in the Box, the Michelin Man (tires)

Mr. Bubbles, Underwood’s Deviled Ham demon, the Charmin Bears, Hooters, Snap Crackle & Pop

Toucan Sam, Tony the Tiger, the California Raisins, the Target Dog, Twinkie the Kid

Sam Adams, Nestles Strawberry Quik rabbit, the Linux Penguin, the AOL icon, The Keebler Elf (Ernie)

Branding [2 of 3]

Branding [1 of 3]

Marketing Changes [1 and 2 of 2]

[two days worth - sorry about yesterday]
~~~

Abstract

This document seeks to point out several patterns and movements over the art of the last five years of advertisement for American Airlines.



American Airline’s media mix

For a legacy airline in the first decade of the 20 hundreds American Airlines had already drifted with the rest of its industry through all the other larger movements in advertising across the preceding decades.

After 9/11 (2001) the industry found itself having to spend considerable time and resources reassuring the general public in the midst of having to integrate a complicated and evolving set of security relationships. By 2006, enough dust had settled that it could get back to the business at hand of communicating its brand (American Airlines Post 9-11 Ad Campaign (Part 1), 2010)(American Airlines Post 9-11 Ad Campaign (Part 2), 2010).

However, while it had never taken its eye off the ball of needing to become ever more tech-savvy (Orbitz was born in 2001), relationship sales (a new plateau in the evolution of sales technology in general) had meanwhile merged with technology. It was no longer enough to collaborate with the other consequential airlines and put up a muscular website where the consumer could feel empowered making their own purchasing decisions. Forums and blogs were having a growing impact. Social media sites were having their own impact. MySpace outdid Friendster, eventually out done by Facebook. Soon others would want a piece of the online voice, and hybrids were born (four square, delicious, LinkedIn), and we would soon “tweet”. Social media now commanded everyone's attention.

Among the initial questions (in relationship to social media) would necessarily include where to have a presence, how to have a presence... what worked and what did not. GRPs (gross reach points) and TRPs (targeted reach points) became bandied about. Consulting organizations, such as Search Engine Marketing Association (SEM), International Association of Business Communicators (IABC) and Keynote Systems (NASDAQ:KEYN; a global leader in Internet and mobile cloud monitoring) were all weighed. In short order American Airlines had several Facebook fan pages (the main page, and a pair of specialty pages), a Twitter account, its own channel on YouTube and a series of its own apps for the open mobile platform Android (American Airlines, 2011)(Plummer, Rappaport, Hall, & Barocci , 2007).

Meanwhile, part of the fallout of all this intimacy is that whatever had been one enormous market was now unpacked. In its own corporate website (and elsewhere), among its advertising and media self reference pages, we find that it now has advertising specific for the “General Market, African American, Asian, Hispanic, Lesbian, Gay, Bisexual and Transgender Advertising and Promotional Requests (AA/Komen Partnership, Disabilities, etc.)” (American Airlines, 2011)(Lazare, 2010)(WebMediaBrands Inc., 2009).

It appears American Airlines is rather thorough in finding and speaking to these niche markets. After all, if you speak to all of the niche markets it is “just another way” of speaking to everyone (as they once did). In one of its more recent ad campaigns American Airlines targets and/or celebrates America's men and women in uniform. This author confesses literally being moved to tears by the sheer dignity of these two ads (American Airlines commercial ’Putting Them First’, 2010)(American Airlines commercial ’Thank You’ , 2010).


Impact of Changes in Media

Categories continue to include print, outdoor, interactive and TV, yet dollars shifted from television and put into online media. Perhaps the most unfortunate constant throughout this new decade for this industry has been the nagging, consistently thin margins. In a recent paper, Price Satisfaction is Most Important Aspect of Overall Customer Experience for Online Air Travel Sites - Latest Research from Keynote Systems Reveals, the consumers literal bottom line is pounded home once again.

Concluding thoughts

American Airlines has a corporate DNA that indeed leaks into its branding and other advertising communications. The magnificent 9/11 pieces, with the Enya-like music, seems so noble. The mini documentary acknowledging its efforts in the wake of the Haiti earthquake (January 12, 2010) maintain humility by being straightforward. In addition, this author has already told on himself as regards the recent elegant armed service related ads. All this continues to speak well for a company constantly running after the business-class demographic.

Yet it has other seats to fill, and the cheap seats usually connect with a different message. About the same time as the recent military associated ads, the other twin campaign came out. It spins the creepy tagline “We know why you fly” to an omniscience. Unfortunately, we are talking white bread here (American Airlines commercials ’Win-Win’ & ’Late Nate’, 2010). The point is, when you're as large as American Airlines in may be hard to be nimble, and credit where it's due they've certainly demonstrated keeping up (some of their targeted print media demonstrates magnificence both in the elite and the pedestrian) (Legname, Polignano, Sanchez, & Salvarredy , n/a)(Livi et al., 2007)(Santander, 2007). One supposes that if, in these days of decoupled markets, their Achilles heel is the general masses, and then they have accomplished quite a bit.



References

2010 Haiti Earthquake Relief Effort & American Airlines. (2010, ). 2010 Haiti Earthquake Relief Effort & American Airlines [Video file]. Retrieved from http://www.youtube.com/watch?v=jVkI9wRnh_U

American Airlines Post 9-11 Ad Campaign (Part 1). (2010, ). American Airlines Post 9-11 Ad Campaign (Part 1) [Video file]. Retrieved from http://www.youtube.com/watch?v=V64IMaou8lU

American Airlines Post 9-11 Ad Campaign (Part 2). (2010, ). American Airlines Post 9-11 Ad Campaign (Part 2) [Video file]. Retrieved from http://www.youtube.com/watch?v=jzDOa6HEGYI&feature=related

American Airlines commercial ’Putting Them First’. (2010, ). ’Putting Them First’ [Video file]. Retrieved from http://www.youtube.com/watch?v=x6iAMiJUu5g

American Airlines commercial ’Thank You’ . (2010, ). ’Thank You’ [Video file]. Retrieved from http://www.youtube.com/watch?v=-peCyr5ALJU

American Airlines commercials ’Win-Win’ & ’Late Nate’. (2010, ). American Airlines commercial ’Win-Win’ & ’Late Nate’ [Video file]. Retrieved from http://www.youtube.com/watch?v=M5ARsRUUnUU&feature=autoplay&list=PLA67E3FBC26F6480D&index=54&playnext=2; and http://www.youtube.com/watch?v=HIinwOGQwN0

American Airlines. (2011). (Social Media sites) (leveraged relationship marketing). Retrieved from Facebook, Twitter, YouTube & Android Market: http://www.facebook.com/aa; http://twitter.com/americanair; http://www.youtube.com/americanairlines; http://market.android.com/

American Airlines. (2011). Welcome to AA.com’s online press guide, your American Airlines and AA.com resource for marketing information (Press Guide ). Retrieved from Press Guide & Ad Campaign’s: http://www.aa.com/i18nForward.do?p=/aboutUs/pressGuide/pressGuide.jsp&v_locale=en_US&v_mobileUAFlag=AA; http://www.whyyoufly.com/whyyoufly.jsp; and http://www.aa.com/i18n/amrcorp/newsroom/advertising.jsp

Best Ads on TV. (2011). American Airlines (reference). Retrieved from : http://www.bestadsontv.com/search.php?q=American+Airlines&category=&adtype=&client=&agency=&prodco=&country=&year=&month=&next=1

Business Wire. (2011, March 22). Price Satisfaction is Most Important Aspect of Overall Customer Experience for Online Air Travel Sites - Latest Research from Keynote Systems Reveals (academic). Retrieved from Proquest: http://search.proquest.com.wf2dnvr14.webfeat.org/docview/857994227/fulltext?source=fedsrch&accountid=34899

Davis, F. (2011). [personal writings] [Online exclusive].

Lazare, L.. (2010, November 2). American Airlines launches new Hispanic ad campaign [Web log message]. Retrieved from http://blogs.suntimes.com/media/2010/11/american_airlines_launches_new.html

Legname, M., Polignano, R., Sanchez, H., & Salvarredy , J. (n/a). You book your ticket in Spanish, you buy your ticket in Spanish, you do the check-in in Spanish. The cab driver is your problem. (Chinese version) (print media ad). Retrieved from WebMediaBrands Inc.; Ads of the World: http://adsoftheworld.com/media/print/american_airlines_chinese

Livi, J., Macias, L., Astolpho, F., Degen, P., Vasconcelos, C., Mascaro, C., & Setboun, M. (2007, February). (2) Novo Mundo Tourism: Moscow & Machu Picchu (print media ads). Retrieved from WebMediaBrands Inc.; Ads of the World: http://adsoftheworld.com/media/print/novo_mundo_tourism_moscow; and http://adsoftheworld.com/media/print/novo_mundo_tourism_machu_picchu

PR Newswire . (2011, March 24). Social Media Professionals Host Dallas4Japan Fundraiser (academic). Retrieved from proquest: http://search.proquest.com.wf2dnvr14.webfeat.org/docview/858381636/fulltext?source=fedsrch&accountid=34899

Planning Studies; American Airlines, Kraft and Subaru. (2003, March). DoubleClick/Nielsen//NetRatings/IMS Cross-Media Reach and Frequency. Retrieved from www.doubleclick.net; http://www.google.com/url?sa=t&source=web&cd=4&sqi=2&ved=0CCkQFjAD&url=http%3A%2F%2Fwww.grabers.com%2Flibrary%2Fimc%2Farchives%2Fsupport%2FonlineReach.pdf&ei=g6uRTZbhGtCgtwev9Yhh&usg=AFQjCNEq3hZ3azVemh4J6IqPgG-EcLFVzg&sig2=RLcVyjsmUaw7Fki5AUHKAg

Plummer, J., Rappaport, S., Hall, T., & Barocci , R. (2007). The online advertising playbook: proven strategies and tested tactics from the Advertising Research Foundation. In The online advertising playbook: proven strategies and tested tactics from the Advertising Research Foundation. Retrieved from http://books.google.com/books?id=x8zjTq2vWesC&pg=PA43&lpg=PA43&dq=American+Airlines+media+mix&source=bl&ots=_J0_o7ELKo&sig=8vpqukVzSzlJomIMKcP556lyFjM&hl=en&ei=g6uRTZbhGtCgtwev9Yhh&sa=X&oi=book_result&ct=result&resnum=3&sqi=2&ved=0CCQQ6AEwAg#v=onepage&q&f=false

Santander, T. (2007, June). American Airlines Apple (print media ad). Retrieved from WebMediaBrands Inc.; Ads of the World: http://adsoftheworld.com/media/print/american_airlines_apple

Thorpe, A. (2010). We tried this, and it works... (pdf archived article ISSN: 00253650 ). Retrieved from Proquest:

Vintage Ad Browser. (2011). Airlines and Aircraft Ads of the 2000s (reference). Retrieved from Vintage Ad Browser: http://www.vintageadbrowser.com/airlines-and-aircraft-ads-2000s

WebMediaBrands Inc.. (2009, August 7). American Airlines, AADP Launch Advertising Award for Positive Portrayals of People with Disabilities (blog post). Retrieved from Ads of the World: http://adsoftheworld.com/blog/american_airlines_aadp_launch_advertising_award_for_positive_portrayals_of_people_with_disabili

of Airlines, Technology & Marketing [3 of 3]

References


American Airlines. (2009). AMR Global Corporate Responsibility Statement. Retrieved March 4, 2011, from https://www.aa.com/i18n/aboutUs/corporateResponsibility/ourApproach/2009-highlights.jsp

American Airlines. (n.d.). (home page). Retrieved March 4, 2011, from http://www.aa.com/homePage.do

Anderson, C. (Speaker). (2006). The Long Tail. Why the future of business is selling more of less. [CD]. Hyperion Audiobooks: .

Antidze, I. (2005). American Airlines Marketing Analysis (Corporate Marketing Analysis). Retrieved from scribd: http://www.scribd.com/doc/23988526/American-Airlines-Marketing-Analysis

Chapin, A. (2011, March 14). THE FUTURE IS A VIDEOGAME. Canadian Business. Retrieved from http://search.proquest.com.wf2dnvr15.webfeat.org/docview/856128290/fulltext?source=fedsrch&accountid=34899

Environmental Leader LLC. (2007, July 18). American Airlines Plans Green Marketing Campaign (e-zine). Retrieved from Environmental Leader.com: http://www.environmentalleader.com/2007/07/18/american-airlines-plans-green-marketing-campaign/

Hoover’s Company Records. (2011, March 15). AMR Corporation (reference / fact sheets). Retrieved from Hoover’s: http://search.proquest.com.wf2dnvr2.webfeat.org/docview/230551768/fulltext?source=fedsrch&accountid=34899; and http://wf2dnvr2.webfeat.org/Iev1Q11896/url=http://cobrands.hoovers.com/global/cobrands/proquest/factsheet.xhtml?ID=10021

Inside a Major Brand’s Marketing Strategy. (2007, January 3). FOLIO (Red 7 Media, LLC), (), . doi: Retrieved from http://www.foliomag.com/2007/inside-major-brands-marketing-strategy

Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the war between sales and marketing. Harvard Business Review, 84(7/8), 68–78. Retrieved from http://web.ebscohost.com.wf2dnvr14.webfeat.org/ehost/detail?hid=7&sid=9466c0aa-56a7-4392-8747-ac4497539270%40sessionmgr10&vid=1&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bsh&AN=21124747

Kumar, V., Sarang, S., & Ramaseshan, B. (2011, March, 19). Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework. (academic journal article Journal of International Marketing - ISSN: 1069031X; English AN : 58009554). Retrieved from Argosy University Online Library: http://wfxsearch.webfeat.org.wf2dnvr15.webfeat.org/cgi-bin/WebFeat.dll?Command=Search&Databases=wf_ebscoxml_bsh&wf_action=fulltext&wf_url=http%3A%2F%2Feit.ebscohost.com%2FServices%2FSearchService.asmx%2FSearch%3Fprof%3D%26pwd%3D%26authType%3Dip%26ipprof%3Deitws%26query%3DAN%2B58009554%26startrec%3D1%26numrec%3D20%26db%3Dbsh%26format%3Dfull%26sort%3DDate&ispdf=1

MarketingProfs LLC. (2010, January 27). Disconnects Plague Loyalty Programs (White Paper ). Retrieved from MarketingProfs.com: http://www.marketingprofs.com/charts/2010/3359/disconnects-plague-loyalty-programs : .

PR Newswire. (2011, March 21). Reportlinker Adds Global Holography for Industrial Applications Industry (Industrial Report). Retrieved from WTHR.com: http://www.wthr.com/story/14291302/reportlinker-adds-global-holography-for-industrial-applications-industry

Staff (2011, March 20). What’s the best airline loyalty program?. The Economist. (Online), (The Economist Newspaper Ltd). Retrieved from http://www.economist.com/blogs/gulliver/2011/03/frequent_flyer_programs; and http://search.proquest.com.wf2dnvr2.webfeat.org/docview/857940743/fulltext?source=fedsrch&accountid=34899

Temkin, B. (2011, January 21). I Am The Customer Experience… Not! [Web log message]. Retrieved from http://experiencematters.wordpress.com/category/employee-engagement/

Weitz, B. A., & Wensley, R. (2002). Handbook of Marketing. Thousand Oaks, CA 91320: Sage Publications Ltd.

of Airlines, Technology & Marketing [2 of 3]

Is AMR protecting customers’ information?


Without the ability to hack the inner sanctum, and given that American Airlines does not make its database usage readily available, one has to assume this is the goose's golden egg. As established as this multinational is, it would be highly imprudent to compromise this intellectual property.

Attacking this question in reverse, this writer has found no evidence of lawsuits calling into question any such compromise of personal information; so one has to assume that its actions have been effective thus far.



How is the airline using technology for consumer communications/interactions?

Direct mail and e-mail are the most frequently used channels for active interactions. Subcategories of this activity would include frequent flyer miles and branded credit cards.

So-called static channels include branded airport lounges, the website itself and all of its customer service representatives … simply there awaiting the opportunity to serve.

New generation technology includes social networking and PDA apps. Second tier to this includes blogs and forums (some of which include forums for employees, complaints and the general public: http://www.google.com/url?sa=t&source=web&cd=6&sqi=2&ved=0CEwQFjAF&url=http%3A%2F%2Fwww.airlinepilotforums.com%2Fmajor%2F54655-american-airlines-pilots-revolt-against-tsa.html&ei=GfyITePQCKKD0QHw04mEDg&usg=AFQjCNHDwxqE48SJA69_W5rdUEsTCauwOA&sig2=f_fkN_9Wu31__4xp9ZjeVw;

http://www.google.com/url?sa=t&source=web&cd=4&sqi=2&ved=0CDkQFjAD&url=http%3A%2F%2Fwww.indeed.com%2Fforum%2Fjob%2Fflight-attendant%2FNorth-American-Airlines%2Ft42063&ei=GfyITePQCKKD0QHw04mEDg&usg=AFQjCNEOog0NkI99yqtRogShc_2EN4QEkw&sig2=l06sdn5i27TdxzcjmONHdw;

http://www.google.com/url?sa=t&source=web&cd=3&sqi=2&ved=0CC4QFjAC&url=http%3A%2F%2Fwww.airlinecomplaints.org%2Fforumdisplay.php%3Ff%3D2&ei=GfyITePQCKKD0QHw04mEDg&usg=AFQjCNES3iUokUdYFT1BAWlME78cJr5_6g&sig2=dReTV07qJXv7C-vX9IUE0g;

http://www.google.com/url?sa=t&source=web&cd=2&sqi=2&ved=0CCIQFjAB&url=http%3A%2F%2Fairlineforums.com%2Fforum%2F30-american-airlines%2F&ei=GfyITePQCKKD0QHw04mEDg&usg=AFQjCNGkTQ9YrQdrdCDWQuwEBWo6J9KlMg&sig2=Se9FztsEzIiIJzN7A2DtTA;

http://www.google.com/url?sa=t&source=web&cd=1&sqi=2&ved=0CBgQFjAA&url=http%3A%2F%2Fwww.flyertalk.com%2Fforum%2Famerican-aadvantage-445%2F&ei=GfyITePQCKKD0QHw04mEDg&usg=AFQjCNEzPHTJPznD3B_7pBNGDSNeegT4nw&sig2=bjOhdBn4MUuRt-c0jd7ssg ).



Concluding thoughts

As this document’s intention is as a report to management (with an eye toward marketing and technology), this author cheerleads the base philosophy of protecting one's market share and remaining conservative. Especially pleasing is the current renaissance to embrace all consumers. This writer waits anxiously to see how the amplified communication of being global occurs, particularly as the expression manifests across a variety of locations elsewhere on the planet. Of particular interest will be any multicultural differences across what would essentially be one branding message.

of Airlines, Technology & Marketing [1 of 3]

Abstract


In this report to management considerations of technology and marketing are blended together and reviewed vis-à-vis American Airlines (AMR Corporation).



Introduction

As a legacy carrier, and the largest airline in the United States, American Airlines has a tendency to market within a range of expression characterized as conservative. It has been many decades since any need to establish itself, and it certainly does not need to "play games" (attempting to pursue its own "long tail" (Anderson, 2006)). American Airlines "plays" at the core of its industry.

Indeed, in recent decades American Airlines has consciously pursued its higher end consumer (business class). This was so much the case that until recently it began to gain myopic strength (as expressed through what little print media it took on; Smithsonian magazine, the Atlantic, etc.) (“Inside (AA’s) Market Strategy“, 2007). However, being the hyper vigilant stalwart that it is, American Airlines has caught its drift before any real acknowledgment in the culture and shifted to a holistic consumer centric marketing perspective (Antidze, 2005).



American Airline’s identifying and targeting market segments

American Airlines has a wealth of opportunity to identify exactly who its consumers are. Ticketing information yields a wealth of specific demographic-based data. Data associated with baggage and passports paired against ticketing information to yield further information, as well as flag any anomalies. Any purchases made by credit card anywhere along the way provide yet another database of information. Every interaction online provides yet another database of personal consumer information. And there are other opportunities to expand communication interactions by developing yet even more databases or database information; surveys, memberships in executive / preferred flyer clubs, in frequent flyer clubs and the like.

As previously stated, American Airlines had for some time had an emphasis on its frequent fliers and its business-class. While no harm had come from this, and was arguably the right thing to do at the time, the airlines has since broadened its vision back to include everyone it services. This is a notable evolution.

Another potentially notable evolution has yet to play out. There is now talk of American Airlines to pursue the acknowledgment that this is, indeed, a global carrier (trans- and international flights accounting for approximately 40% of all its business) (“Inside (AA’s) Market Strategy“, 2007). It will be interesting to see if and how they massage their brand identity expression, given an assured unwillingness to drift too far from center.

If one were to ask, “How well is it using technology to woo new customers and increase market share?” given the colossal size of this multinational corporation the answer would surely be positive. One must assume many dozens, if not hundreds of reports and other expressions of metrics across the VP of Marketing’s desk weekly, therefore remains to be seen the degree to which the technology is actually leveraged. Again, it is likely a safe assumption that movements remain conservative. As it stands, American Airlines hovers somewhere in the balance of tactical (online advertising, direct campaigns to established repeat customers) and branding is its focus.

The reader needs only to look at the current state of airline travel to notice there is a relative enormity of technology that could be and is not integrated. One might argue cost. However, in the great scheme of things one could argue equally that certain enhancements would pay for themselves (and further establish the airline as among those on the cutting edge). Of course, it depends on what the technology is. At this writing 3-D is having a renaissance with moviegoers. However, this writer sees 3-D as a transitional technology, waiting the lowering of cost and the increase in stability and muscularity of holograms. Should this theory bear out, what would be the use of retrofitting a significant number of planes to accommodate 3-D movies? When it comes to what is shown on the monitors as regards flight paths, “where you are now” locators and similar video documentation of the passengers flight experience (as an alternative example) it makes sense to not have that be the entire passenger experience on the monitors. However, if the passenger has a net book or tablet with Wi-Fi, why could they not pick up a constant feed if they so wished? This writer is confident that this would be a low-cost value add. Therefore, there may be technology that is being “left on the table”.

Surveys on Planes [3 of 3]

Concluding thoughts


At the end of the flight the iPads are collected, and based on the logistics the given airline felt most efficient and effective, the survey information downloads for later study. The nature of this survey may be repeated "X” number of times before the iPads and their surveys are then issued to a different route. This acknowledgment is simply to be forthright; no airline is going to buy an iPad for every seat of every plane.

All of the technologies expressed in this document are already available, relatively inexpensive to make available and simply are not available, as they can be.

As a basic recap, the 10 questions were as follows:

Context

First Questions

• seat assignment

Content

Second Questions

Flight Related

• flight pattern mapping

• flight statistics

• cockpit Webcam (where not a security issue)

• 1 of 7 or more exterior Webcams

Destination Related

• visual smorgasbord

• destination encyclopedia

• multiculturalism

Context

Last Questions

• ranked against each other

• ranked against themselves

The information gathered has decision-making use with an eye toward prioritizing how much digital information can be made available and how quickly. The only ethical issues would have to do with editing, matters of general audience appropriateness, while cultural sensitivities need to be honored and the like.



References

Answers Corporation (Ed.). (2011). How fast do airplanes fly?. Retrieved from http://wiki.answers.com/Q/How_fast_do_airplanes_fly

Survey Monkey. (2010). Retrieved from http://www.surveymonkey.com/s/JQH2XV7; http://www.surveymonkey.com/s/DSG7QRN; http://www.surveymonkey.com/s/DSG2PG8

Surveys on Planes [2 of 3]

Content


Second Questions

Given the wealth of visual information now digitally available to us, complete with satisfying resolution, and the restricted confines of needing to stay seated in a capsule rocketing your body through space at about 500 mph, it seems a well placed emphasis that passenger comfort could be built up more around the mental experience (Answers Corporation , 2011). At this writing, the most common ways to address this (from the airline) include the following: dog-eared magazines, whatever was left to greet you in the pouch of the seat back facing you, whatever the airline has chosen to screen on the mini monitors and looking out the window (particularly if you have one).

The iPad “survey” is now in a position to ask (preview, really) how you as a flight consumer feel about the following (and these are this writers suggestions, by no means exhaustive):



Flight Related

This writers expertise is not in IT, so there will not be a presumption as to whether or not access can be made through a plug-in or Wi-Fi; although the latter is preferred, one way or another this can be accomplished now (at low expense). We understand that some of this information is available some of the time, yet making all of it available all of the time would be of interest to some. Moreover, for the well traveled, the ability to select what they want to see when they want to see it may be of interest. This may be particularly true if certain triggers could be set up at the beginning of the flight (for example alerting and/or recording the consumer web choices; e.g., about to fly over a particular landmark). The consumer should also have the ability to not only view, but to capture as well (download as streaming video, video clips or captured as still images – consumers choice) any of the following documentation of their experience.

Among visual information sought for ranking would include constant feeds (versus the current intermittent) of

• flight pattern mapping

o satellite

o traffic

o terrain (as is … see exterior bottom web cam bullet)

• flight statistics

• cockpit Webcam (where not a security issue)

• 1 of 7 or more exterior Webcams (fixed top, bottom, port, starboard, front and back … and at least one that scans for “the visually notable”; e.g., flying over a mountain, a city, a monument, etc.)

There is hope these visuals be arrayed as one wished; sized and resized, stacked, full screened, minimized and in any other way emulate a browser experience.



Destination Related

Whether the flight is to a new land and a new experience (prompting an opportunity for a multicultural learning opportunity) or is a brief jaunt home from business in another city, there seem innumerable opportunities for experiential support. Again, this should all be "capture-able".

• visual smorgasbord

o postcards of the destination

o notable landmarks

o expressions of culture

o “area basket” (links to Google street, the local papers, etc.)

• destination encyclopedia (the ability to look up anything through classic internet search means, or…)

o grouped search

 tourism (accommodation, transportation, sites, etc.)

 business (ATM’s, institutions, etc.)

 family (schools, markets, etc.)

 entertainment (cinema & theater, galleries & museums, etc.)

 etc.

• multiculturalism (whether domestically regional or transnational, insight to appropriate behavior and what to expect)

o business

o social

o among friends

Surveys on Planes [1 of 3]

Abstract


This document is a consideration of a survey for an airline. The survey is limited to 10 questions and occurs across two categories. The nature of the question sets is to discover how to make the experience of the flight "more" (more productive, entertaining, relaxing, empowering, etc.).



Introduction

The operational idea would be to make available, once the flight is underway, iPads programmed with the survey up front that once accomplished would make the iPad available for the rest of the flight. Given the voluntary nature of the operational idea, a comprehensive statistical arbitrage of the averages of the demographics taking the survey against statistical averages of those who chose not to take the survey will take place on the back end. An underlying architecture is also likely already available for this (Survey Monkey, etc.) (Survey Monkey, n.d.).

Our first question may or may not have sub questions (depending on circumstance).

It is hoped that the survey could be made available to nearly, literally, everyone (it is suggested that such iPads would be made available to guests as young as seven years of age).

Services are to be available through seat hub or Wi-Fi.



Context

First Questions

The first layer of questions necessarily needs to provide statistical demographic information. If a proper disclaimer is well worded this might likely be accomplished by simply having someone enter their seat assignment. Presuming the time and flight number is available for capture without the consumer, much of the rest of the information may be retrievable from a database (this is especially true in flights involving passports). On short domestic flights (where such a database of information is not available), other basic demographics may need to be asked.

Assurance of privacy is not only useful but also comforting to the consumer; such as none of the individual’s information would have an existence beyond this survey, under any circumstance.

In sum, the "first question" is "please enter your seat assignment”. In flight instances where this is not enough the primary question would have sub questions; such as choosing on the touchpad between icons of male or female, an age range, an income range, an education range and an opportunity to self-acknowledge in any other way the consumer wishes.



Last Questions

This author apologizes in advance, if it seems that there is a "cheating", and the final two questions (as per this design) would actually fall within the purview of context, as well.

After a “forced” previewing of the services that are about to follow, this next to last question would have the next seven services represented by icon, and ask for a ranking as to how interesting/valuable each of these experiences were. The last question would be a Likert ranking of each of these services. This last question would also include a field inviting quick comment on anything whatsoever.

Once this hopefully entertaining survey is complete, as promised, the iPad stays with the traveler for the balance of the flight. However, a sub tracking may now take place to determine if the consumer goes back to any of what was previewed or pursues an altogether different direction.

20 years of Apple Marketing [2 of 2]

Aye-aye Captain; pods, phones and pads

In whatever manner one cares to characterize the explosion of creativity behind the wide variety of marketing approaches used for the Macintosh, it seems undeniable that there were lessons learned. We later see these lessons again, in the form of seeking buzz, pre-release marketing, leveraging consumer input and not being shy about asking for top dollar, to name a few.

Among the most beautiful fallouts has been the consistency of elegance, not just in its product design or its stores (which are clearly aspects of its marketing), but in its marketing efforts themselves. Bold, graphic, enchanting, abundant and comfortable are just a few of the adjectives that would be synonymous with Apple campaigns. If one can imagine contemporary skyscrapers as monstrously oversized brooches (or other jewelry), then one may be able to imagine Apple's products similarly; as candy or a beautiful object for its own sake (like a worry stone). People relate and are fascinated (as crows and children are with shiny things). If it is at all within affordability range and it can be that cool (and functional), “everyone” wants one.

Concluding thoughts

Recommendations to ensure future growth

Over the years Apple’s strategy has not so much changed as matured. Biding one's time would likely never sell as a marketing strategy, it is not sexy and it is not fast enough. Still, that is precisely what will give Apple its future opportunities; i.e., relentlessly pursue creating what the customer is hoping and that they have been authentic in their competition against their larger players (biding their time). As Microsoft and IBM continue to rest on their laurels, Apple continues to reinvent itself, even giving itself its own music service and its own operating system (if that is what it takes).

In addition, when it does come to whatever it takes, it turns out that iTunes is the biggest moneymaking music enterprise online, while the Apple OS appears to be killing the mobile device market.

What is especially nice about the latter, is, as app creation is the most fluid employment opportunity in this horribly down economy, it appears the future of marketing itself is there (Gutierrez, 2010).

Although one imagines that Apple likely is exploring the development of holographic expressions, in case they are not, that would be this author's recommendation (to pursue holography). There is nothing especially new about 3-D movies, and while the technology may have advanced, clarity aside it remains essentially the same experience. There is a sense that this is simply transitional, whetting our palate as we await actual projections.

PS: at 4:18PM, March 11, an e-mail is received that the iPad2 is now out (and son-of-a-gun, it comes in a spectrum of colors).



References

Chiat Day. (2011). TBWA Chiat Day agency website (). Retrieved from : https://www.tbwachiat.com/

Computer Museum (symposium) . (2006, ). The Macintosh Marketing Story: Fact and Fiction, 20 Years Later [Video file]. Retrieved from http://video.google.com/videoplay?docid=7611997084394058640#

Gutierrez, G. (2010, ). Apple’s iAd Mobile Advertising [Web log message]. Retrieved from http://www.google.com/imgres?imgurl=http://gigapple.files.wordpress.com/2010/04/iphoneosmarketshare.png%3Fw%3D497%26h%3D476&imgrefurl=http://www.giogutierrez.com/2010/04/apples-iad-mobile-advertising/&usg=__rf_GtsUOsB3V_OirFsc7uG6zYJw=&h=476&w=497&sz=73&hl=en&start=190&sig2=0jMT-JextCbzur9OcC2QVQ&zoom=1&tbnid=O0usMDs4qOwFrM:&tbnh=144&tbnw=150&ei=2m53Tc2_BdCXtwfPwLyZBg&prev=/images%3Fq%3Dapple%2Badvertising%26hl%3Den%26biw%3D988%26bih%3D632%26gbv%3D2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=525&vpy=299&dur=12703&hovh=220&hovw=229&tx=129&ty=244&oei=Zm13TdCsN8HB0QH57ZmMDA&page=15&ndsp=12&ved=1t:429,r:10,s:190

Kotler , P., & Keller, K. L. (2009). A Framework for Marketing Management, Managing Marketing in a Global Economy (4th ed.). Upper Saddle River, NJ: Prentice Hall .

Tapscott, D., & Williams, A. D. (2006). Wikinomics: How Mass Collaboration Changes Everything. New York, NY: Penguin Group.

Weitz, B. A., & Wensley, R. (2002). Handbook of Marketing. Thousand Oaks, CA 91320: Sage Publications Ltd.