The Money Question

It is clear to see that L’Oreal Paris had intended to spend a great deal of time and money in order to create a marketing campaign that would adhere to the company's objectives in an effective and efficient way. The objectives of L’Oreal's Infalliable Le Rouge 10 Hour Lipstick campaign perhaps include Marketing objectives such as profitability and growth in market share; or even Promotional objectives involving the use of IMC strategies to reach a wider amount of audience within the market, and to create interest. The use of a celebrity endorsement, also suggests some Public Relations objectives in order to create publicity and encourage fan's of Gwen Stefani to also jump onboard and join the luxurious world of L’Oreal Paris.

Judging by the success and impeccable execution of the campaign, and the various communication elements included, suggests they used a build-up budgeting approach rather than top-down budgeting. It seems as though promotional objectives were set first, planned and then budgeted accordingly given that the television and print advertisements have been executed in a very organised, relevant manner. A top-down budget approach would limit the amount of spending due to a set budget before planning, and would require the campaign to execute within that certain budget. Given the monetary restrictions, the advertisements wouldn't convey the intended messages as effectively as a build-up budgeting approach, which further reinforces why the campaign was a success rather than a failure.