publication . Article . Other literature type . 2019

Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising

Murphy, Daniel;
Open Access English
  • Published: 15 Apr 2019
  • Publisher: HAL CCSD
  • Country: France
Abstract
From five-star hotels and Michelin Star restaurants, few industries signal their quality and unique selling points through the use of third-party seals like tourism. However, despite using seals and certifications in advertising being widespread, little academic research has been conducted into their effectiveness. Through the running of campaigns on Facebook’s Ad Manager for Indian airline Jet Airways, this study applies the Third-Party Seal Model to optimise campaign audiences to target the right prospects with the most effective message. Findings and a practical framework for optimal campaign delivery for the airline industry are presented. SUBMITTED: AUGUST ...
Subjects
free text keywords: third-party seals, Wirtschaft, Economics, Third-Party Seal Model; airline marketing; third-party seals; online advertising, Marketing, Tourismus, Reiseverkehr, Luftverkehr, Werbung, Soziale Medien, Zertifizierung, tourism, tourist traffic, air traffic, advertising, social media, certification, 20400, 40200, online advertising, third- party seals, Third-Party Seal Model, social media advertising, airline marketing, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - Advertising, JEL: L - Industrial Organization/L.L9 - Industry Studies: Transportation and Utilities/L.L9.L93 - Air Transportation, JEL: Z - Other Special Topics/Z.Z3 - Tourism Economics/Z.Z3.Z31 - Industry Studies, [INFO.INFO-SI]Computer Science [cs]/Social and Information Networks [cs.SI], [SHS.ECO]Humanities and Social Sciences/Economics and Finance, [SHS.GESTION]Humanities and Social Sciences/Business administration, ddc:330
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publication . Article . Other literature type . 2019

Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising

Murphy, Daniel;