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Rego Says Airline Marketing Ploy Is Smart

Southwest is the only U.S. airline that lets passengers check two pieces of luggage for free. And as it heads into the Christmas travel season, Southwest is continuing its "bags fly free" ad campaign, which it says has shown results. Marketing analysts say it's smart for Southwest to stand apart from the pack and refrain from wringing yet another fee out of recession-weary fliers. "I think it's a smart marketing ploy, particularly given the economic circumstances most Americans are experiencing these days," says Lopo Rego, a UI assistant professor of marketing.

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