TOPIC 1CASE STUDY-HOW DO YOU WANT TO FLY? P. 362

PERIOD 2DATE 9/2/09

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AFTER YOU TAKE NOTES, THEN YOU WRITE THE TERM, IDEA OR QUESTION THAT DEFINE THE NOTES

DELTA AIRLINES

1990

NEW SLOGAN

RESULTS OF PAX INTERVIEWS

3

BRIEFLY WRITE IMPORTANT IDEAS OF LECTURE OR READING (USE ABBREVIATIONS – YOU UBECAUSE BC IMPORTANT IMP

WRITE BULLETS AND DRAW DIAGARAMS OR PICTURES

SKIP A LINE BETWEEN IDEAS

EXAMPLE: RECENTLY UNVEILED NEW 100 MILLION ADVERTISING CAMPAIGN OLD SLOGAN – “TOP OF THE WORLD” - NOT EFFECTIVE

REPUTATION SUFFERED WITH COST CUTS AND REDUCED CUST SERVICE NEEDED NEW ADVERTISING CAMPAIGN

“HOW DO YOU WANT TO FLY?” CREATED BY LEO BURNETT CO.

PAX WANT HASSLE FREE TRAVEL SIMPLE REQUESTS – NEW CAMPAIGN ADDRESSES THIS DESIRE

SUMMARY 1-2 SENTENCES 5

DELTA AIRLINES NEEDED NEW CAMPAIGN WITH NEW SLOGAN TO ADDRESS CUSTOMERS’ DESIRE TO FLY HASSLE FREE.