Airline Advertising In China

Abstract

[eng] The study was conducted to examine the impact of airline advertising on Chinese customers' purchasing decisions by analyzing airline advertising on and off internet. The study examined the airline industry in China to provide a framework for the research. Through a review and analysis of previous studies and online texts, Air China's shortcomings in its advertising campaigns are identified and suggestions for improvement are made so that Air China's advertising campaigns can better facilitate Chinese customers' purchases of their airline tickets and various services.