British Airways Believes It Is Very Difficult to Differentiate Itself

question 76

Multiple Choice

British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules,routes and price.However,the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline".Which of the following is correct regarding this type of advertising campaign?

• A)This campaign will definitely require a localized approach with different ads for each country.
• B)This campaign could easily be adapted to a global campaign since the focus is on service and image,which are easily understood by airline passengers in all countries.
• C)This campaign will require a localized strategy since perceptions of service will definitely be different among airline passengers in every country.
• D)British Airlines should forget the service campaign and focus on price since international flights are chosen on a price basis.
• E)None of the above statements about the ad campaign for British Airways is true because no generalizations can be made from the information given.

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