Television is a mass medium, the reach of which cannot be easily measured. However, brands can use updated techniques to ensure that their advertisements are better received by the target audience.
U.S. label Marc Jacobs is using front-page panel advertisements on the New York Times Web site to promote free shipping on online transactions for its spring/summer 2012 collection that ultimately entice shoppers to sign up for brand emails.
Four Seasons Hotels and Resorts is tapping into the St. Valentine's Day craze through a fan-curated giveaway application on its corporate Facebook page, a themed digital magazine article and in-hotel experiences.
Trump Hotel Collections is looking to reach more consumers through a multichannel campaign called Live the Life and is marketing its efforts through a new lifestyle Web site.
Today in luxury marketing - Stuart Weitzman launches new line; Swatch results trigger losses for luxury stocks; Stella McCartney's PETA plea; John Galliano emerges in London.
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