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Excerpt from Racked -- "Thomai Serdari, a luxury marketing professor at NYU, says Signet's play for the male consumer is also apparent in where and when its ads are placed: the company spends millions to air commercials during sporting events.'Their branding goes hand-in-hand with how the average American consumer equates relationship milestones with jewelry,' she says. 'Signet tries to stay on top of the mind of the consumer who will watch a football game, see an ad on TV, and equate that brand with the next gift he needs to buy his wife.'"

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