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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Upwardly Employed
Base: Adults
Target market: Professional/managerial
13. Support Media © The McGraw−Hill
Companies, 2003
Percent Percent
(000) Coverage Composition Index Rank
Harvard Business Review 370 1.4 76.9 141 1
Attache 868 3.2 75.2 137 2
ABA Journal 356 1.3 74.0 135 3
Robb Report 233 0.9 71.9 131 4
Cigar Aficionado 548 2.0 71.7 131 5
Hemispheres
Corporate Influentials
Base: Adults
1133 4.1 70.9 130 6
Target market: Top management
Departures 203 2.3 42.6 242 1
Harvard Business Review 201 2.3 41.8 237 2
Robb Report 124 1.4 38.3 217 3
The Wall Street Journal 1754 19.9 35.5 201 4
Hemispheres 541 6.1 33.9 192 5
ABA Journal
Business Travelers
Base: Adults
160 1.8 33.3 189 6
Target market: Spent 7+ nights in hotels for business during the past year
Hemispheres 1108 7.3 69.4 227 1
Attache 780 5.1 67.5 221 2
American Way 2-issue 1649 10.8 65.4 214 3
SW Airlines Spirit 965 6.3 64.2 211 4
Sky Magazine 1574 10.3 64.2 210 5
NW Air World Traveler 785 5.1 63.1 207 6
4. Segmentation capabilities. In-flight allows the advertiser to reach specific
demographic groups, as well as travelers to a specific destination. For example,
Martell cognac targeted only first-class passengers on JAL’s New York to Tokyo
route. American Airlines’ Celebrated Living readers have a median income of
$174,500, with 42 percent having a net worth of more than $1 million. 52
Disadvantages of in-flight advertising include the following:
1. Irritation. Many consumers are not pleased with the idea of ads in general and
believe they are already too intrusive. In-flight commercials are just one more place,
they think, where advertisers are intruding.
2. Limited availability. Many airlines limit the amount of time they allow for in-flight
commercials. Japan Air Lines, for example, allows a mere 220 seconds per flight.
3. Lack of attention. Many passengers may decide to tune out the ads, not purchase
the headsets required to get the volume, or simply ignore the commercials.
4. Wearout. Given projections for significant increases in the number of in-flight ads
being shown, airline passengers may soon be inundated by these commercials.
Figure 13-12 In-flight
media reach a desirable target
audience
455
Chapter Thirteen Support Media