Today advertisements can be seen everywhere, on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and they can even be seen on the fuselage of an aircraft or on-board. On-board advertising recently becomes a significant source of revenues for airlines all over the world. Inspired by ground public transport, air carriers have started to explore a great potential of on-board marketing and advertising. Advertising on-board provides smarter and cost-effective way of communicating with the customer and it is one of the new methods to inform potential customers about products and services and how to obtain and use them. However, compared to other means of transport, the potential of advertising on-board of aircraft seems to be untapped. It is necessary to realise that revenues from on-board advertising can help airlines to keep their competitiveness. Despite the fluctuation of fuel price, airlines will be able to maintain constant fare thanks to revenues from advertising. The main objective of our study is to analyse a real potential of onboard advertising. The study is mainly focused on low-fare airlines as these reach both high fleet utilisation and high load factors. These facts make low-fare carriers being an ideal market for on-board advertising. By means of this study, we would like to answer the question, if Michael O'Leary's dream of no-fare airline can come true in near future or if it is just utopia.
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