Just as you did for the thread, provide integration of a biblical concept that supports your reply.
JetBlue, Question 3
JetBlue Airways: Regaining Altitude; would you recommend a corporate advertising program for JetBlue?
Corporate advertising is all about regaining a positive image about the company through paid media, especially if the circumstances, such as that of JetBlue, were detrimental. Corporate advertising helps to enhance image, attract investment, influence opinions, and creates a basis for support from customers and employees (Argenti, 2016). Just in a similar manner Matthew 5:16 describes the image necessary to represent God: “In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.”
Corporate advertising would be recommended for JetBlue’s situation. According to Kim and Atkinson (2014), past studies have presented a positive outcome for corporate image recovery using corporate advertising. Advertising is imperative during a corporate crisis because it is more than controlling the image; it gives a deeper insight or opportunity to restore that image (Kim and Atkinson, 2014). Due to the media being the source of information during a crisis, it is even more crucial to use the same source that can influence mass judgment to resolve that image into something positive.
Argenti (2016) articulates that more controversial industries are more likely to use corporate advertising such as that of energy companies, but the absence of one can really hurt a company. This idea reinforces why it should be heavily considered that JetBlue incorporate advertising after such a crisis. Smith, Smith, and Dunbar (2014) proposed the same idea in a study regarding the perception of energy companies. Energy companies strategized about integrating advertising to counter consumer perceptions in order to improve their image. For example, a couple of the brands marketing campaigns focused on the quality of the product and experience instead of pricing for gas. If JetBlue advertised the focus of the Customer Bill of Rights instead of what they previously had done, the image would begin improving. As an additional effort, JetBlue should make strong attempts to display corporate social responsibility initiatives to differentiate their services from other competitors, which ultimately helps create the positive brand image and enhances its reputation (Hsu, 2012). As Matthew illustrated, a light will shine through and the good deeds will be exposed, which should be the goal of every Christian businessman.
Argenti, P. A. (2016). Corporate communication (7th ed.). New York, NY: McGraw-Hill. ISBN:
Hsu, K. (2012). The advertising effects of corporate social responsibility on corporate reputation
and brand equity: evidence from the life insurance industry in taiwan. Journal of Business Ethics, 109 (2), 189-201. doi:10.1007/s10551-011-1118-0
Kim, S. and Atkinson, L. (2014). Response toward corporate crisis and corporate advertising.
Journal of Promotion Management, 20, 647-665. doi: 10.1080/10496491.2014.946201.
Smith, K., Smith, L., and Dunbar, S. (2014). Using corporate advertising to improve public
perception of energy companies. Journal of Strategic Marketing, 22 (4). 347-356. doi: 10.1080/0965254X.2013.876080