What would be the effects on the markets in general of a temporary withdrawal of all media advertising by Armani? IntroductionArmani is a huge corporate brand, containing a high density, reach capacity and diversity. Their brand is venturing into different product lines to broaden market share and gain popularity and acceptance from its target customers. Armani is a global fashion and luxury brand that contains one corporate brand and five sub-brands, as their advertising in the world, while each sub-brand targets different target audience and different price levels, it not only promotes the new product, but mainly maintain high awareness, increase brand image as mature, rich, sexy, classy etc. At present, the growth of the perfume industry is at its peak, one of the reasons is the high profit margins, cited by the Daily Mail in the UK, the actual cost of perfume production and ingredients is only 3% of 95% of the total profit of the company selling the perfume. Therefore, competitors such as Jack Wills, Hollester, Burberry etc. they are expanding the product line to include fragrances. Although the number of competitors is increasing, Armani gains the advantage of positioning itself at the top of the perfume market. Advertising for Armani perfume seems to be more popular than advertising for Armani jeans, which aims to attract attention to the brand, but also to direct sales and promotion of new products. In building the brand image, Armani perfume plays a very important role. Furthermore, differentiating the tangible product from the visible one, advertisers try to use images related to the sense of smell, for example flowers, orchard, ocean, etc. The bottle design is also a metaphor for perfume. Anthony S......middle of paper......ago until now, television advertising seemed like a universal promotional tool, it increased sales and expanded the market with benefits from both the micro and macro aspects . The argument between strong theory and weak theory: AIDA theory and ATRN, shows how important advertising is. Furthermore, Ehrenberg and the leaky bucket effect model argue that Amani should spend more to retain customers than to attract new customers. In light of the Share of voice versus market share model, Armani perfume can occupy a portion of the market while television advertising is not as influential. In fact, finding the right time is the main factor to correctly withdraw advertising, it can bring the sustainable effect mentioned by the Adstock theory, furthermore other advertising mix tools can be used instead of withdrawing television advertising to reduce costs and promote brand awareness and equity.