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CHAPTER 16 GLOSSARY There is no shortage of marketing jargon. To avoid confusion, the main terms and concepts used in this Guidebook are defined as follows. Action Plan: An action plan describes the actions intended to achieve the stated goals and objectives. It has three major elements: (1) specific tasks--what will be done and by whom, (2) schedule--when it will be done, (3) resource allocation--which staff or volunteers will complete the task and what funds will cover the cost. Advertising: Advertising is a form of communication designed to persuade potential airport passengers, pilots, or companies to purchase or to use airport facilities or services. Airport advertising is typically paid promotions. Branding/Identity: Branding aims to establish a significant and differentiated identity for the airport that attracts and retains loyal customers. Earned Media: Earned media refers to favorable publicity gained through an article in the newspaper or an interview on television or a radio station. Unlike paid advertising, earned media coverage often carries more credibility in the minds of consumers because the information is delivered and received through the filter of a credible news organization. Earned media is NOT free. Significant effort, persistence, and follow-up are required to successfully generate and sustain earned media coverage. Marketing Goals: Marketing goals are general statements by an airport concerning what it wants and expects to accomplish in the future. Marketing Plan: A marketing plan is the written document that describes the marketing activities that the air- port will undertake in the next year. The marketing plan serves as a road map for members of the marketing team. It identifies the marketing goals for the next year, the airport's target audiences, the messages the air- port intends to communicate, an action plan, and a budget. The marketing plan is typically a comprehensive document that provides an overview to anyone joining the marketing team. Consequently, the plan also includes a discussion of the airport's current position: levels of activity, major tenants and customers, competitive posi- tion, and general trends in the aviation sectors where the airport is active. Message: A marketing message engages a particular target audience and answers the questions: what is the airport offering in terms of services and facilities, what makes the airport dramatically different from others, and what is in it for the customer and why should they choose this particular airport. 155
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156 Marketing Guidebook for Small Airports Mission: An airport's mission is its reason for existing: its function and purpose. Mission statements typically emphasize an airport's core values, identity, and competencies. Networking: Networking is the skill and act of building alliances and important relationships over time through various means. Objectives: Marketing objectives are defined as realistic and measurable targets established to evaluate and track progress during the implementation of the marketing plan. Objectives are consistent with statements of goals but much more specific. Public Relations: Public relations is the practice of managing the flow of information between the airport and various audiences such as the community, stakeholders, and the public. Stakeholders: Airport stakeholders include individuals, groups, or organizations that have a stake in the outcome of an airport decision or action. Strategy: Strategy is the overall plan that an airport will use to achieve a particular marketing goal and its objectives. SWOT Analysis: SWOT Analysis is a method used by airports to clarify the future direction of the airport by iden- tifying the Strengths, Weaknesses, Opportunities, and Threats (SWOT) of the airport. SWOT takes into consid- eration both internal and external factors influencing how an airport functions and who is its customer base. Tactics: Tactics are the actionable steps taken to implement a particular strategy. Target Audience: In marketing campaigns, airports identify specific groups to influence with a particular marketing tactic. These groups are the target audience.