McCarthy, Breda (2016) The Air Force is ready to respond. Anytime. Anywhere. SAGE Business Cases.

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Abstract

This purpose of this case is to facilitate the exploration of branding and marketing communications strategy for a non-profit, governmental institution. The Australian Air Force needs to increase recruitment. Skill shortages in the labour market and competition from other industry sectors are some of the barriers faced by the Australian Air Force. More importantly, misconceptions about the fighter pilot role can discourage people from considering a career in the Air Force - many young people think this role is unattainable. The communications task for the Air Force is to convince the target market that they have the skills to do the job. The communications task is made more complex by the fact that the target market has grown up with technology and are considered 'digital natives'. A particular challenge lay in communicating the air force's message to the target market using social media. It is also important to communicate the fact that members of the Air Force are different from civilians, and appeal to would-be soldiers who respond well to the more militaristic realities of war and the concept of mateship. The Australian Air Force and its marketing communications team needs to do some creating thinking in order to develop a successful integrated marketing communications campaign. Two advertising campaigns are profiled in this case study.

Item ID:	39479
Item Type:	Article (Case Study)
Copyright Information:	© Breda McCarthy 2015. In accordance with the publisher's policies, the Author Accepted Manuscript of this article is available Open Access from ResearchOnline@JCU.
Additional Information:	Case study included in online database SAGE Business Cases. "SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." -- https://au.sagepub.com/en-gb/oce/sage-business-cases
Date Deposited:	22 Jul 2015 06:13
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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