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Buyers Behaviour Virgin Atlantic

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Buyers Behaviour Virgin Atlantic
Applied Buyer Behavior in Global Context
Module Code: MGT 5A1
Applied Buyer Behavior in Global Context
Module Code: MGT 5A1

Analysis of Virgin Atlantic Commercial 2010.

Available link at: http://youtu.be/lGyp1I39eho

Module tutor: Jenny Bratherton

Word Count: 2606

Analysis of Virgin Atlantic Commercial 2010.

Available link at: http://youtu.be/lGyp1I39eho

Module tutor: Jenny Bratherton

Word Count: 2606

By Maria Timchenko
By Maria Timchenko

Table of Contents:

1.Introduction…………………………………………………………………………………………………….……………..page 3
2. Target Market……………………………………………………………………………….……………………...………..page 3
3. Service offered……………………………………………………………………………………….………………………page 4
4. Seasonality…………………………………………………………………………………….………………………...…….page 4
5. Positioning of the commercial……………………………………………………………….……………………..…page 5
6. Reason for the commercial………………………………………………………………….………………………….page 5
7.Perception…………………………………………………………………………………….…..……………………………page 5
8.Persuasive analysis……………………………………………………………………………………………………...…page 7
9.Buying process……………………………………………………………………………………………………………….page 10
10.Involvment levels and risk perception…………………………………………………………………...………page 10
11.Conclusion……………………………………………………………………………………………………………………page 11
12.References………………………………………………………………………………………………………...………….page 12

1) Introduction.
This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s. Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a £6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement.
2) Target


References: 1.Leon G. Schiffman, Leslie L. Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2.Virgin Atlantic Airlines (2012) History [Online] Available full link at: http://www.virgin-atlantic.com/en/gb/allaboutus/ourstory/history.jsp [Accessed 30 November 2012] 3.Mark Sweney (2010) Virgin Atlantic takes off with £6m James Bond-style ad push 4.Virgin Atlantic Airlines (2012) Travel information [Online] Available full link at: http://www.virgin-atlantic.com/gb/en/travel-information.html [Accessed 27 November 2012] 5.IMDB (2010) James Bond 007: Blood Stone [Online] Available full link at: http://www.imdb.com/title/tt1692489/?ref_=fn_al_tt_1 [Accessed 2 December 2012] 6.American Airlines, 2010
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