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Areas of perception at airports : airport marketing ; an analysis of perception at airports with focus on behavioral assumptions

  • Airports largely outgrew their sole purpose of simply being travel hubs and by connecting millions of passengers to their destinations each year on an international scale, they have become increasingly interesting for business and related marketing opportunities. In fact, passengers are easily segmented and can be reached effectively throughout specific airport areas, making some areas more suitable for advertising than others. Emotional states, roaming time and the freedom to move vastly, influence how much information passengers are able to absorb from their direct surroundings. Finally our research shows that some areas are more suitable than others. Therefore a careful selection of airport locations for communication will be key to secure the impact and improve the effectiveness of communication measures. With these insights, advertisers can deliberately choose the areas that are most effective for displaying their ads.

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Author of HS ReutlingenSchmäh, Marco; Tonelli, Anna; Hattum, Lawrence van
Erschienen in:Marke 41 : das neue Journal für Marketing
Publisher:MIM, Marken-Institut München
Place of publication:München
Document Type:Journal article
Publication year:2020
Page Number:7
First Page:64
Last Page:70
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY - Namensnennung 4.0 International