Just like every other seller in the market, jewelers also rely on Christmas to make huge sales. They have achieved this by giving out some of the best Christmas campaign advertisements to persuade people to invest in Jewells specifically their jewels. This paper is going to do a comparison of two globally renowned reputable jewelers Christmas advertisements. The jewelers are Cartier and tiffany and co. and their Christmas advertisements which appeared across a range of platforms that is on TV, online on YouTube and billboards. In addition, this paper is going to analyze tiffany and co and Cartier with the consumer buying process. The consumer buying process can be defined as the process the consumer goes through before deciding on what product to buy. This process is a very crucial process in that it determines whether a consumer is going to buy ones products or another brand. It includes five known stages which are product recognition, information search by consumer, evaluation of alternatives, purchase decision and post purchase behavior.
Tiffany and co and Cartier both have a campaign adverts which means a series of adverts with the same target. They both recognize the consumer buying process in their adverts in that in tiffany and co. Christmas advert the name of the brand is first shown to tell the customer what products is being advertised and even at the end the name is put on the screen solely which is product recognition (Pride & Ferrell, 2006, 235). The same applies to Cartier whose name is printed in all the products shown on the advert as small inscriptions on the jewel boxes. The end of the advert is also dedicated to the brand name solely on the screen thus both companies have produced product recognition in their adverts.
Color has been utilized by the two reputable jewelers as their main form of communication as the colors are synonymous with these brands. This showcases the jeweler’s knowledge on the ...
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