Ch. 15- Marketing Communications

Delta has a strong promotional strategy. They inform, persuade, and remind potential buys their products/services they offer. They have upgrades their mass communication technique as of May 2015 when they launched a program that not emails costumers about 11-16 times per month.

There are many airlines that Delta is in competition with. An example of one of their competitive advantage strategies was an advertisement that said, “If you’re not comfortable, you must be on a different airline.” When they address their competitors they focus on other airlines as a group, not singling out one particular airline. 

Delta airlines pride themselves on having excellent communication, especially interpersonal communication. Their check-in representatives are courteous and are able to explain any questions the potential customer may have. They are specifically trained to Delta Airlines high standard of the relationship between the customer and the employee.

Some promotion opportunities Delta uses are: Delta Sky Magazine, Delta Sky Club, I-flight Wi-Fi, and Customer retargeting. They have separate divisions that handle all of the outlets they offer.

Addressing the AIDA process (Attention, Interest, Desire, Action), Delta grabs the attention of their existing loyal customers and potential ones with enticing slogans that portray opportunity and relaxation. They spark an interest from the audience by showing new destinations. They also create desire by promoting low cost ticket prices and extra upgrades that are possible in flight. Finally, being the successful each customer eventually takes action and buys the actual airline ticket from Delta.