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Analysis on High-end Cosmetic’s to Television Advertising Effectiveness Lanc (?)me Trésor

Author: YangZuo
Tutor: FeiHongPing
School: East China University of Science and Technology
Course: Business Administration
Keywords: high-end cosmetics television advertising Lanc(?)me Trésor perfume
CLC: F713.8
Type: Master's thesis
Year: 2012
Downloads: 395
Quote: 0
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Abstract

With China’s social and economic development of society, People’s living standards are improving. People hope they will be more beautiful. Cosmetics industry the difference between high and low levels. a wide variety of brand categories, consumers can be choose in a wide range of high-end cosmetics industry. High-end cosmetics industry is a competitive industry In addition to traditional American, France, Japan and South Korea and other foreign brands account for most of the country, the domestic brands gradually emerge. Chinese market which is the most competitive and promising emerging markets, the major cosmetics groups have resorted to every means to grab the market. Advertising is one of the most important type of marketing strategy, but high-end cosmetics, traditional advertising channels broadcast only in investment and fashion magazines, store posters, outdoor cars and other print media. TV advertising only in recent years have Estee Lauder, Lancome and other brands began to get involved. Our research will focus on high-end cosmetics, television advertising effectiveness analysis to start.Text is divided into seven parts, the first introduction is the research background, purpose and meaning, a list of the path, a clear research content and methods. The second part is related to advertising and marketing literature review and comment. The third part of the first to study the contents of the high-end cosmetics and perfumes were the norm defined. Then around four major cosmetics groups within the industry and the introduction of high-end cosmetics industry as a whole marketing environment analysis. The fourth section focuses on the analysis of the status of Lancome perfume television advertising, Including Lancome and Tresor, analysis of the characteristics of the target population of the brand, Finally Lancome ads as well as in China’s development status and problems of Lancome ads. PartⅤ, we focus on Lancome tresor, from the the advertising of Tresor, Through questionnaires were analyzed, Reliability and validity analysis, based on perfume advertising effects on sales and brand awareness of the impact analysis. PartⅥ, for analysis of the data previously obtained by the effect of perfume ads as well as research findings and discuss recommendations on the future perfume ad. PartⅦis a summary of this article describes, for the high-end cosmetics advertising in China’s future development proposals, while summing up the contents of the limitations of this study and future research prospects.

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