The aim of this essay is to answer the questions raised under case 19 of chapter 19 of Kotler and Armstrong’s (2005) influential text entitled The Principles of Marketing. In order to achieve this objective, this essay will be further divided into 2 sections. Section 1 makes an attempt to answer the questions raised under the case study segment of Kotler and Armstrong’s (2005) work and section 2 will highlight conceptual theories that were learnt in the course of answering the questions raised under case 19. Questions Q1; How does the advertising for generic and designer jeans differ? Can one brand and advertising campaign straddle both markets? Q2; Explain Joe Bloggs’ choice of Lara and the £150,000 jeans as a way of promoting the brand. Are twelve ranges a year really necessary? Q3; What is the controversial style of Diesel’s advertising trying to achieve? Do you think itis effective? Ethical? Appropriate for all markets? Q4; How the centralized nature of Diesel’s advertising fit entrepreneurial nature style of the company? How the advertisement can be linked with the rest of the marketing mix in the many markets and distributors that Diesel serves? Q5; The reason Rosso choose Sweden rather than Italy as the base of his international marketing activity? The reason why an advertising agency whose location is outside London and New York heartlands of modern global advertising? Q6; Can ‘the Renzo Rosso style’ be separated from the brand identity and the advertising used? How well does ‘the Renzo Rosso style’ fit needs of the jeans market and why? Section 2: 1.1 Discuss the new concept that you have learnt (not more than 50-100 word) 2.1 Discuss the new concept that you have learnt 3.1 Discuss the new concept that you have learnt 4.1 Discuss the new concept that you have learnt 5.1 Discuss the new concept that you have learnt 6.1 Discuss the new concept that you have learnt Basically it is a case study, and you have to answer its questions in the form of an essay and in the format as i have written in the topic section. you have to give answer of each question and use these questions as headings in the essay. And in the section 2 you have to highlight conceptual theories that were learnt in the course of answering the questions in section1 and than do a conclusion. Please keep the introduction and conclusion clear and should not be very long. If you want the case study i can send it to you by email but please let me know.