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Communication, Advertising and Events

In: The Luxury Market in Brazil

Author

Listed:
  • Claudio Diniz

    (Maison du Luxe)

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.

Suggested Citation

  • Claudio Diniz, 2014. "Communication, Advertising and Events," Palgrave Macmillan Books, in: The Luxury Market in Brazil, chapter 5, pages 63-69, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-43256-8_5
    DOI: 10.1057/9781137432568_5
    as

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