Advertising
October 10, 2012
By Tricia Carr
Luxury marketers often use contests to increase brand awareness for aspirational consumers who cannot buy into the brand otherwise. However, these efforts could be a waste since true affluent consumers are not likely to participate.
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","iv":"e228a409d4092f55425e95b26f4ae641","s":"6120b95b621545dd"}
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