Advertising main purpose is to sell a product or service to the general public. This can be done on a local, regional or national level. The textbook defines corporate advertising “as the paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or service alone” (Argenti, 2013, p. 91). Most businesses utilize corporate advertising to build, enhance or restore their public image. This is the case for JetBlue Airways. The company image and reputation were damage following a winter storm in 2007.
A corporate image is very important to the overall success of an organization. JetBlue has not only lost millions of dollars in revenue, it also lost its customer base and the public confidence in its ability to be a dependable and reliable airline. In order to regain the its status in the air transportation market, I would recommend JetBlue to consider using corporate advertising to regain the confidence of its stakeholders, employees, and the general public.
First, the stakeholders have a vested interested in the financial success of JetBlue. Without the investment of the stakeholders, the company may not succeed in gaining the necessary capital required to re-establish itself as the leading low-cost airline carrier. According to Dickenson, Beverland & Lindgreen (2010, p. 1858), stakeholders can impact a corporation’s image, reputation, and ultimately the company revenue. Advertising can help revive the confidence of the stakeholders.
Second, JetBlue can use advertisement to portray itself as a great and fair employer that takes care of the needs of its employees. It can also assist the airline with recruiting and retaining, quality, skilled and loyal employees. An employee-friendly company image will only help to create a positive image and reputation were employee’s feels proud to be associated with. A corporate advertising program not only can help build a positive image for JetBlue, it can help the employees evaluate how other people view and perceive the character of the company.(Wolfinbarger & Gilly, 2010, p.521).
Thirdly, the public has become skeptical...