Tiffany & Co. Advertisement Marketing Principles Sukina Alkhatem 201001126

The Tiffany Story “Since 1837, the masterpieces of Tiffany & Co. have defined style and celebrated the world’s great love stories”

Strengths The visual elements of the Ad match the overall message It fulfills the business purpose It’s simple It shows women passion to such a luxuries in almost all special occasion It targeted all ages of women The visual elements of the Ad match the overall message The background music influence the mood of customers effectively According to Alpert, J & M.(1989) discussed: “A study is presented that suggests audience moods and purchase intentions may be affected by background music, without necessarily affecting intervening cognitions.” Identifies their products clearly. Showed the different occasions that Tiffany’s pieces are used. All stages of our life The woman standing in front of the store as if she is telling us that Tiffany is there all of her life The mood of the ad helps customers to get the product

Weaknesses Obviously focusing on women only although they have products for men The target customers was only restricted to middle aged women and little girls Mainly represent the NYC store It is a bit confusing showing little girls carrying Tiffany’s bag without identifying the kind of pieces for kids It’s not showing the variety of their product (fragrances, home accessories, watches…etc) Window shopping !

Improvements Famous character to represent the products Show variety of Tiffany’s products Target more customers in regard to what they have They suppose to show the later stage of the young woman and her connection to Tiffany The end of the Ad suppose to show the woman wearing one of the pieces that she was gazing through window earlier in the Ad

References Alpert, J. & Alpert M. (1989). Background Music As an Influence in Consumer Mood and Advertising Responses. Association for Consumer Research. (16)485-491 Tiffany & Co. (n.d.). The World of Tiffany: The Tiffany Story . Retrieved March 4, 2013 from http://www.tiffany.com/About/TheTiffanyStory/default.asp x#p+1-n+6-cg+-c+-s+-r+-t+-ri+-ni+1-x+-pu+-f+/0