MINI-CASE Polo Ralph Lauren Manufactures and Sells High-Quality, Expensive Brands of of Clothing

Multiple Choice

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.
-Refer to Mini-Case. What type of advertising approach would be the most appropriate for Polo Ralph Lauren's objectives?

A) hard-sell
B) soft-sell
C) image-sell
D) direct-sell
E) creative-sell