Munich Personal RePEc Archive

Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising

Murphy, Daniel (2019): Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising. Published in: Journal of Tourism, Heritage & Services Marketing , Vol. 5, No. 1 (15 April 2019): pp. 24-30.

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Abstract

From five-star hotels and Michelin Star restaurants, few industries signal their quality and unique selling points through the use of third-party seals like tourism. However, despite using seals and certifications in advertising being widespread, little academic research has been conducted into their effectiveness. Through the running of campaigns on Facebook’s Ad Manager for Indian airline Jet Airways, this study applies the Third-Party Seal Model to optimise campaign audiences to target the right prospects with the most effective message. Findings and a practical framework for optimal campaign delivery for the airline industry are presented.

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