Advertisement campaign: "De Beers - A Diamond is forever"

Advertisement campaign: "De Beers - A Diamond is forever" Essay example
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De Beers is the diamond mining and polishing industry which has been able to make a prominent place of its diamond in the global market. Recently, the company has been able to capture the market of several Asian countries, and India in particular.


In 2011, it has recorded sales revenue of $7.38 billion, with a profit increase of 72% from the preceding year. This depicts the success of the company in attracting the mass public by giving a new perception of diamonds (ABAZIS, 2012). The success of one of the most brilliant advertisement concepts in the history of marketing is because of its strategy to link a tangible, a diamond, with intangible thing that is love and romance. ‘A diamond is forever’ ad campaign has not only allowed the company to make more sales than before, it has simply changed the way diamonds were perceived and valued by people. By many, it is still considered as one of the most influential and everlasting advertisement concept of all times, which has turned a luxurious item to a necessary item (Stern, 2004). This paper is aim to provide an insight of the marketing strategies used in the Forever Diamond ad campaign, and how it helped the company in getting more sales. To cover these aspects, the paper will give a brief review of the advertisement campaign and will relate it to few models of advertisements and marketing, in order to analyze the concept behind De Beers approach and objectives. ...
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