Writing on his Business Week Brand New Day weblog, David Kirby is flumoxed by the money airlines spend on their ad campaigns citing personal evidence that most people select an airline based on frequent flyer miles and price. Price has become an even more important decision driver with the plethora of online travel cites placing airlines side by side in pricing charts. Given that deregulation has made airlines commodities, he also wonders whether the $30 million Delta spends on its advertising might be put to better use in reducing fares.
