Communication, Advertising and Events

Claudio Diniz
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Claudio Diniz: Maison du Luxe

Chapter 5 in The Luxury Market in Brazil, 2014, pp 63-69 from Palgrave Macmillan

Abstract: Abstract In this chapter we will examine the importance of the ‘communication’ tool for reaching the target luxury market, ranging from the most efficient way to convey a message, to the use of advertising and events. From the start it is important to highlight that successful communication about luxury products depends on a close connection to the feeling of exclusivity, either through the choice of media — prestigious or elitist — or the content of the message — these are becoming more and more metaphorical, linked to imagination and emotion more than reason.

Keywords: Social Medium; Special Offer; Brand Communication; Luxury Brand; Luxury Product (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-43256-8_5

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DOI: 10.1057/9781137432568_5

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