Summarize the major decisions involved in developing an advertising campaign.
Three key stakeholder groups—Qantas corporate interests, workers, and customers—provide qualitative commentary about Qantas and its recent marketing. How do their perceptions differ? Are there any areas of shared understanding or perception of the Qantas brand held by all stakeholders? While the sentimental narratives of homecoming and family reunion have been long-standing features of Qantas branding […]