United Airlines

1. Current Advertising Campaign

1.1. current platforms/channels

1.2. gov restrictions of adv for airlines?

1.2.1. bad PR?

1.3. past campaigns

1.4. budgets and spending

1.4.1. American Airlines: ad spend in the U.S. 2014 | Statistic

1.5. unique selling proposition

2. Competitors

2.1. competitor's advertising

2.2. competitors demographics

3. SWOT Analysis

3.1. current customer beliefs, satisfaction of customers

4. Goals of Merger

5. Target Demographics

5.1. age, income, education, geographic

5.2. consumer perceptions

6. Current Revenue

6.1. budget

7. Continental Airlines

7.1. brand, current adv, target demo, revenue, budget

8. CONCLUSIONS

8.1. sources to infer