Lufthansa Advertisement Analysis

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Second Assessment: Marketing Communications

Analyse of a Lufthansa TV commercial

2391 Words

Business to Business Marketing Option MRKT2422 2016/17

By Dennis Seibert and Yannick Warnemünde

Table of content

Introduction3

Why did Lufthansa choose digital/television advertisement?3

Video description4

Why „nonstop you“?5

Analyse of the advert using the AIDA model5

The use of music within an advertisement…………………………………………………………………………… 7 Conclusion…………………………………………………………………………………………………………………………… 9

References…………………………………………………………………………………………………………………………. 10

Introduction

Marketing communications is the meaning of “presenting and exchanging information” to individual persons, but also to companies to accomplish certain outcomes (Hutt & Speh 2013). Many different media are used to present companies’ adverts. Print adverts appear in newspapers and magazines, audio adverts are aired on radio stations. Companies also send out advertising e-mails (what is commonly known as spam), while using the internet for pop-up adverts which are perceived unconsciously. All advertising media have different purposes. Television advertising, though, is one of the most powerful ways of advertising.

There are some significant differences between B2C marketing and B2B marketing. In B2B marketing not only individuals need to be persuaded, but also the organizations they work in. B2C, as the name suggests, aims directly for the consumers while B2B targets the key members of the customer’s decision making unit. Advertising in B2B marketing has, therefore, functions, such as:

1. being an integral part of an integrated communication program
2. Increasing sales efficiency
3. Creating awareness
4. Creating preferences for companies, products, etc.
5. Facilitating interactive marketing communication

Besides creating awareness, advertising should also provide information, influence attitudes and remind the buyers about the product and company.

In this essay we are going to analyse a television advertisement from the German airline Lufthansa and see how they are trying to reach business customers.

Why did Lufthansa choose the medium of digital/television advertisement?

Marketers in the B2B segment are always aiming for a better way of communication with their customers. By using online videos it is possible to reach customers from all over the world and, besides that, they can also be very effective in communicating the message and generating serious leads.

Television is often held up as the most powerful medium for advertising, because sound, motion, emotions and colour can be used simultaneously. Television is a non-intrusive medium. People sit and watch television because they want to enjoy it. Therefore, in a relaxing way you can appeal to the different senses of people through television and, because it is a small screen, people hardly look away from it. If a product is widely distributed and a company wants to reach as many people as possible in a very powerful way, then television is the best way to do so, even if it is the most expensive medium for advertising.

Video description

The commercial consists of several short scenes, each of them showing people lying down and relaxing in uncommon places: a man in a suit with his briefcase on a basketball field, a man on a diving board, a women between two opposed bookshelves in a library, a woman on a huge elephant statue’s tusk, another man in a suit on a conference table, a couple on the banisters in front of a historic building, a dog owner on a pillar at the pier and a person on a big glass roof with a plane in the background. There are both, men and women, aged between maybe 30 and 55, in the different scenes. Some of them seem to be on holidays, others working or having free time.

In the scene with the person on the glass roof the sentence “because people like lying down” appears, and in the following and final scenes one can see a man in a plane, pushing a button and his seat folds back so that he can lie down. He’s surrounded by working people and smiles as he gets into a flat lying position. A yellow circle pops up, in which is written “one touch to lie flat: the new seats in Business Class” and this circle later turns around into a blue one with the slogan “nonstop you” inside. Obviously blue and yellow are the colours of Lufthansa. The advertisement ends with a blue screen displaying the Lufthansa logo, name, internet link and the company’s jingle in the background. The unmistakable message is that people like lying down; it keeps being repeated - the only thing you see in the commercial is people in a lying position.

Why “nonstop you”?

Lufthansa’s claim - “Nonstop you” - appropriately summarizes the airline's promise to its customers. “Nonstop you” stands for Lufthansa's acknowledged leading position in the business travel segment, which is supported by a comprehensive network of destinations, convenient lounges, personalised services and numerous innovations. The focus is consistently on the passengers and their wishes, experiences and dreams related to flying Lufthansa.

“It signals a change in perspective. Now we are no longer talking so much about what Lufthansa does or what we do for our passengers. Rather the focus is on the people we are doing it for.”, Dr. Reinhold Huber, Senior Vice President Product and Marketing, Lufthansa German Airlines, said once about the campaign.

Moving scenes are a significant element of the media mix in the campaign. In the TV commercial, as well as in the print media, the focus is on the individual wishes, narratives and events seen from the passenger’s point of view, and the situations that make a flight with Lufthansa a special overall experience for them. This is shown in the visual language and imagery as well.  The scenes look authentic and not artificial, and the situations are taken from a daily life situation. The memorable, rhythmic terms used in the heading always associate directly to a passenger experience before, during or after a Lufthansa flight.