Caselet Code : CLIM039
Publication date : 2005
Subject : International Marketing
Industry : Online Travel Agency
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLIM039) click on the link below, and select from the list:

» International Marketing Caselets

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Abstract

The caselet explains the successful online advertising strategies adopted by Orbitz Inc. (Orbitz), a hugely popular online travel site. Orbitz's popularity is largely credited to its innovative online advertising. The caselet describes the interesting ways in which the company used pop-under ads and takes a look at the innovative strategies undertaken by Otherwise Inc, the company's advertising agency, to improve the effectiveness of Orbitz's online advertising.


Issues:

» The effectiveness of online advertising
» How to make optimal use of pop-under ads
» How strategic alliances can help improve online advertising as well as sales
» How Orbitz improved the effectiveness of its advertising with the help of pop-under ads
» Orbitz's innovative strategies

 
Key words:

Orbitz Inc. (Orbitz), online travel agencies, Pop-under ads, online advertising, brand recognition, game ads, brand name, Banners, brand building exercise, marketing strategy, promotional messages, strategic relationships, strategic partners, joint offers

Questions for Discussion:

1. Discuss the various online advertising strategies adopted by Orbitz to attract consumers.

2. 'Pop-under ads cause much annoyance to the consumers as they keep appearing on a browser's window.' Despite this fact how did Orbitz manage to achieve success with pop-under ads?