Advertising Strategy
Essay by Stella • July 1, 2011 • Essay • 343 Words (2 Pages) • 2,078 Views
Advertising strategy
For LVMH, most advertisements are on some high-end fashion magazines or billboards. In addition , in order to keep the current trend, the LVMH Group also begin to try to advertise on the Internet to inform the new arrival of LVMH or any other activities. The LVMH Group do not focus on television advertising activities more, the reasons are as follows,
♦ For most of the target customers are the first-class of the social, these people are always busy with their business, if they see the advertisements on TV, always they will neglect the ads, change the channel , instead of continuing watching. Besides, most of people who see the ads, can not afford to pay for the products. In other word, it is not a very effective or profitable advertisement.
♦ The costs of the TV advertisements are higher than that of magazines or billboards.
♦ To some extent, TV advertisements decrease the position of the luxury products.
♦ The requirements of luxury's TV advertisements are much higher than those of the general consumer products. Firstly, the publicity strategy is different between them. Secondly , luxury goods advertising, looks high, looks at the scope of the job. In other word, the LVMH Group must select the brand consistent quality and content, and then select the prime-time program high ratings.
♦ In a word, a TV advertisement is not a good investment for the LVMH Group.
As a luxury fashion brand, the best advertisement is the fashion show. Though staging a fashion show costs much money, most of the medium will pay more attention on the leader of luxury brand. This is also a better way to advertise the products. Besides, LVMH Group always invite some famous people to endorse their products, and these people always use the products where there are large activities or when they just walk out . Both of these methods will improve the exposure of the products.
Finally , the LVMH Group emphasize on the personal selling, instead of sales promotion, depending on the value of the products.
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