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Chapter 19

Q 1: Discuss L’Oreal Paris’s message strategy and creative strategy in light of its slogan and use of brand ambassadors. Do you think L’Oreal Paris has adapted its IMC strategy effectively in the Middle East?

In the 1970s, it was a significant of the period of the time for the Second-Wave Feminist Movement in the United States, the role of women in society was profoundly altered with growing feminism across the world. The slogan of L’Oreal “Because I am worth it” obviously it was a voice from the bottom of women’s heart. It is not only a sentiment for women to commemorate the Women's Strike for Equality and other protests. It is also affirmed the women’s existence and the value of existing. This why the slogan spread easily and leads to resonance in the world.

Use brand ambassadors are a great communication tool to influence consumers. According to the theory of integrated marketing communication; the well-chosen celebrity can draw attention to the product effectively. There are many successful examples that who use celebrity as their brand ambassador to achieve the goal of business.

In the Middle East, there is traditional patriarchy still holds sway. But accompanying with social progress, the women in the Middle East have pursued personality freedom too, especially in the modern age. In fact, the slogan of “Because I am worth it” it is to helps them to revalue themselves and to gain the respect that they deserved. Therefore, L’Oreal Paris has adapted its IMC strategy effectively in the Middle East.

Q 2: Evaluate L’Oreal’s approach to events, experiences and sponsorships. Has L’Oreal been effective in selecting its partners?

Event and experiences is one of eight major modes of marketing communication, L’Oreal had successfully integrated promotional events with celebrity brand ambassadors from nearly 20 international red carpets. Conducted by experts, L’Oreal provides professional advice, beauty tips and gifts to communicating and emphasizes its...