Reputation Building a la Airports

May 23, 2008

Reputation Building a la Airports

I have always wondered if those huge advertising ads in airports do their job in reputation building. It is hard not to notice them and they are fairly captivating to me. As I get off the airplane, I look forward to what new campaigns might be up. So I was glad to see some data behind my question. The Ipsos MediaCT U.S. Business Elite Study that was conducted for the American Association of Advertising Agencies (AAAA) found that airport ads are indeed a good way to build reputation and get your message across. Nearly six out of 10 say they notice them.

  • Have You Noticed Advertising at the Airport on Your Last Trip?
    Total Business Elite   59%
    C-Suite    59%

As well, the survey answered the question about viewing TV while waiting at the boarding gate. Nearly four out of 10 business executives said they do so. Again, another way to capture this audience although I imagine that the other six out of 10 are watching their blackberries or iphones.

  • Have You Watched TV at the Gate on Your Last Trip?
    Total Business Elite   39%
    C-Suite    39%

One other fascinating fact that I picked up from the survey was that the U.S. business elite turn to the Internet first for “helping them in business.” Among CEOs, however, the first place they go to is business magazines. I guess that is why the business publication space is expanding despite the advertising decline over the past several years. In addition to the stalwarts – Fortune, Forbes and BusinessWeek, we now have Portfolio, a new Slate business site coming to us in June I believe and Bloomberg ramping up its business and news coverage once Norm Pearlstine gets in the door.

Clearly, the Internet is a main source of information for the U.S. business elite although national newspapers, cable TV, and business magazines are close competitors. Reputation building online is as important as ever but let’s not lose sight of the power of these other mediums.

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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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