Assess the ancillary revenue strategies available to network airlines – using appropriate case studies – to respond to the increasing threat of LCCs. Consider the possible business risks in these strategies as well as the possible benefits to the network airlines. 2. Advertising is classed as the 4th component of ancillary revenue and is becoming more important to a number of airlines – both network and LCC – in terms of ancillary revenue. Analyze how united airlines and easy-jet airline are using third-party advertising to generate ancillary revenue. This should also include an analysis on the role and importance of brand in these strategies.