Folio recently published an interesting interview with Rob Britton. He just finished five years as American Airlines' managing director, brand development and advertising. Britton spoke with Folio about the company's advertising strategies with online, TV, newspaper, and magazines.
"As budgets get built back up we will start to do more print media again. One of the things that we are thinking about that we very clearly understand is if you are trying to drive bookings to your Web site, which we and everybody else are trying to do because that is a very low-cost distribution channel, you can drive people to AA.com in conventional media. There is nothing that says online booking has to be promoted with online media. So we do not have any orthodox sense of that. In fact, we've had a lot of discussion as we plan for 2007 about going into conventional media to promote the Web site.""I don't think there's anything secret about the following: We've taken our online spend roughly up to the fifteen percent range. As a percentage of total media spend, that about corresponds to the amount of time that our target audience spends online. There's nothing magical about that, but we think it's appropriate and as things go upwards, we'll still be poking at that. One of the things we're looking at for 2007 and beyond is we're very much starting to think about using various online vehicles for brand advertising."
