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How advertising strategy for luxury brand changing to take account of using internet for customers - Dissertation Example
Pages 10 (2510 words)
The most important aim of the paper is to understand and highlight the factors which required the shift of advertising activities of the luxury brands from the conventional and traditional modes to sophisticated internet based mediums. …
The paper tells that the advertising strategies for commodities pertaining to the luxury class would certainly differ from normal day to day use products. Anderson and Vincze state in this regard that advertising activities in relation to luxury products endeavour to focus more on making the product exclusive to the public eyes. Thus in order to reflect the exclusiveness of the product the marketing and advertising campaign in relation to such products proceeds to tie up the product image with other events like sports and also in relation to other popular luxury brands. In regards to an example it is found that how Ferrari the luxury car company in order to highlight its new models have increasingly tied up such with leading jewellery brands. Moreover in another advertising strategy using the help of billboards the company tends to reflect the new launches upon a shinning silver background. Such billboards are planted in highly popular places to attract large number of viewers. To enhance the exclusiveness of the luxury brand the marketers also tend to focus on selected target audiences rather than going over investing on mass market advertisements. This focus on selective markets helps in creating a niche market which would thereby help in enhancing the sales of the product. Luxury Brands like other common brands also was found to take resort to the use of print and visual media for the advertising of their products. Shay observes that the luxury brands in order to gain a more exclusive sphere in the consumer’s eyes carved out a more strategic approach while tending to advertise via the print media. ...
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