High advertising expenditures Essay Example

To tackle the issue of expensive advertising expenses, IKEA has focused on their TV ad campaign. While Canadian customers embraced the moose symbol, American consumers did not share the same enthusiasm. Moreover, IKEA encountered challenges because their stores were situated far from urban areas, leading to limited awareness among potential buyers. To enhance visibility, IKEA collaborated with Deutsch Inc., who designed a new logo incorporating Sweden's traditional yellow and blue colors. Additionally, they introduced a powerful slogan: "It’s a big country."

IKEA's playfulness is reflected in their statement "Someone’s got to furnish it". Deutsch and IKEA developed a series of eight TV ads that focused on different customer categories that were likely to shop at IKEA. The ads aimed to capture the various stages in people's lives and even catered to the lifestyle of gay