De Beers to Spend More Ad Money at Christmas

De Beers has committed to laying out some extra advertising money in the U.S. market this holiday, but not for standard generic promotions. Instead, the money will go to what spokeswoman Louise Prior calls “a special allocation” of co-op marketing funds. “These financial contributions will help support marketing initiatives with the sightholders' chosen downstream partners to grow consumer demand for diamond jewelry during the last quarter of this year,” Prior says. De Beers has said a larger percentage of its generic marketing budget than usual will go toward holiday marketing, although that budget is less than previous years' budgets. The company plans more online advertising. It will buy search engine keywords as well as e-mail advertising and online banners, all designed to drive people to It also plans to rerun last year's Drive Home commercial

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