Breitling uses a number of integrated marketing communication avenues to connect to their target consumer, With advertising being at the top of their marketing food chain. Although Breitling is not a company that solely relies on ads to increase revenue, they do spend a hefty amount of change pushing their watches into the consumer's eye. Will you ever see a Breitling watch commercial during Super Bowl Sunday? Most likely not. But you will find ads in high end men magazines such as GQ, with Breitling watches looking nothing less than perfect, in ever months issue. The idea of Breitling spending $5 million to have a 30 second super bowl commercial slot might be profitable. But why not spend millions less, signing a advertising contract with a male high end fashion magazine like GQ, that gives your target audience (high end/fashionable males) a chance to stare at your product and fall in love with until they decide to head to the nearest Breitling dealer and make a purchase. Fans of watches fall in love with the appearance of the watch first, and a 30 second watch commercial on television will not give the consumer the chance to fall in love with the watch, the way a picture advertisement in a magazine will. Marketers thoroughly think of the best ways to communicate to the consumer, and for Breitling a simple magazine ad is the most profitable.
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