Airbus sells to airline carriers: negotiating aircraft sales contracts that can run into the billions of US dollars. The buyers are an exclusive bunch: the senior executives of airlines such as NorthWest, British Airways or Qantas.

So why does Airbus invest in press and TV advertising? It's not to reach those busy senior executives, it would be cheaper just to pick up the phone. Airbus is advertising to reach out to the traveling public: the 'customers of its customers', the likes of you and me.

Airbus is advertising because it has recognized our value: we are purchase influencers.

There may be very few travelers who book flights based on the make of aircraft (there are far too many other considerations: the choice of airline carrier and flight schedule for example). However, Airbus clearly believes that building the Airbus brand amongst us, the traveling public, is worth the investment. If we know the Airbus brand, and understand its benefits, that can be of benefit to the airline carriers too. Suddenly Airbus has an edge over their competitors in the sales negotiations.

Most brands have purchasers and purchase influencers, so we have to identify our purchase influencers and ensure they support us.