elaborated by some examples on current communication strategy.
3.3. Hermès’ Targeting
It is a common thought that rich people will buy luxury goods regardless of their source of wealth. However, there are some facts showing that Hermès is focusing on one specific segment pointed out above, the ‘Old Money’ segment. It might be recognized as wrong analysis to say that they a
ads. Drawing on regulatory
focus and information processing theories, we tested the moder -
ating role of the regulatory focus of ad messages on the persua-
siveness of their metaphors. In Experiment 1, we found that
promotion-focused (vs. prevention-focused) verbal messages in ads
were more favorable when messages were metaphoric (vs. literal),
whereas prevention-focused (vs. promotion-focused)
ads
for "Little Paris in the East"?
That new luxury apartment building
in Hsin-Den?
A friend, who knows the contractors,
told me how well-built it is.
He was able to get my bid in
for a good price.
Youre moving out?
Not immediately, of course.
It isnt ready yet.
I used most of my savings for the deposit.
Thats good.
Real estate is a smart investment today.
Then Ill move
when the apartment is read
elaborate structure
of networks...
...advertising agencies, and sponsors
will not be shaken or altered.
It is my desire, if not my duty,
to try to talk to you journeymen...
...with some candor about what
is happening to radio andtelevision.
And if what I say is responsible...
...I alone am responsible
for the saying ofit.
Our history will be
what we make of it.
And if there are any historians
abo
Then we continued on with analyzing the factors that caused those changes, with some case studies for further elaboration. Next step was to frame reasonable hypothesis to prove the reasons we found. We also conducted several consumer surveys and specialist interviews for better justification. Finally we forecasted potential future trends in flawsome marketing based on specialist interviews.