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B&D

British Airways
Case: British Airways (BA) launched an advertising campaign in 1983 to improve the corporate image. Management of the advertising firm and BA contemplated the following issues after the launch of the campaign. First, what will they do if the campaign does not improve customer awareness, recall and other indicators? Second, if the concept campaign is a success, how long can they sustain it before it becomes old? Third, how to brace for completive backlash? Finally, how to split-up the advertising budget for 1984-1985 (since a large portion of the previous years budget was put in the concept campaign and not into local advertising).

Table I: British Airways Strengths and Weaknesses
Strengths Weaknesses
BA is the largest international airline in the world. Current image is weak, seen as inefficient and incompetent.
1983 Airline of the Year Financial situation is improving, but not great. "Industry observers cite that BA needs to continue improved......


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Approximate Word Count: 672
Approximate Pages: 3 (250 words per double-spaced page)

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