Tuesday, April 2, 2013

Chapter 17. Advertising & Public Relations

Since the company's creation, Tiffany's initial advertising form was its "Blue Book" catalog, which was first published in 1845. The catalog still exists and is available for its subscribers.

However, now Tiffany focuses on various other media types to advertise its product. Nowadays, we can observe Tiffany's ads in the bus stops, recognizable newspapers, popular magazines and, of course, online. Analyzing Tiffany's choice of where to place its advertisement, we can clearly see that the company is targeting certain market segments.

For example, The New York Times, where Tiffany's ads always run on p. 3, is the newspaper that mainly addresses business people of age 35 - 65. Talking about print ads,  Tiffany's ads mainly appear in business and fashion magazines. Some of them are Architectural Digest, The New York Times Magazine, Money, Conde Nast Traveler, Black Enterprise and Vanity Fair.

Tiffany uses both institutional and product advertising. Though in my opinion, it focuses on the institutional advertising more to maintain the corporation's identity. Having strong advertising attributes such as brand name and Tiffany's unique color makes the company recognizable by everyone and everywhere. 

The styles in which Tiffany's ad campaigns are executed are lifestyle and mood/image. Wathching its recent video, "The Dream Maker," that commemorates Tiffany's 175 year existence, we are enchanted by its romantic mood which is associated with beauty and love.


And, it is a great example of the institutional advertising as it celebrates its founder, history and the excellent craftmenship.

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