Diamond Jewelry: Fanning Desire, Fueling Sales

De Beers will press harder this year on the pressure points that can turn consumer desire into sales. That's the goal of a $42 million consumer advertising campaign developed by its U.S. agency, N.W. Ayer & Partners, New York, N.Y. "Diamond jewelry sales are stronger than ever, and we believe the industry can build on this strength in 1995," says Derek Palmer, U.S. regional director for De Beers. "The challenge is to further increase the impact of advertising by turbo-charging the emotions associated with giving and receiving diamond jewelry." The campaign - Ayer's largest for De Beers - has two primary tasks: To build desire by focusing on diamonds as symbols of love (the emotional aspect) and as products with a certain mystique and intrinsic value (unemotional aspects). To translate that desire into more sales by making sure diamond jewelry is acce
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