[miningmx.com] – DE BEERS is hoping a heavily funded advertising campaign will give diamond sales a boost as the company heads into the critical last six weeks of the year that often defines its overall performance.
Citing Bruce Cleaver, the executive head of strategy, BDLive said that tens of millions of dollars was earmarked to advertise diamonds in the US. “We have found over the years that spending more advertising dollars in difficult times is a good way to kick-start demand,” Cleaver was quoted as saying.
De Beers this year lowered its output for the year to close to 29 million carats from an earlier forecast of up to 34 million carats and reduced prices at which it sold its diamonds, said BDLive.
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