Harvard economic John Kenneth Galbraith made the argument that society as a whole has become affluent, enjoying modern conveniences and previously unknown luxuries. As a result, businesses must create consumer wants through advertising to generate an artificial demand for products beyond the individual’s basic needs. This theory is particularly relevant in light of the common perception that luxury brands are not necessary or essential brands. One of the interesting realities of marketing luxury goods seems to be the relative ease luxury brands have in convincing consumers to spend vast sums of money on things they simply don’t need. No matter how high the price, luxury consumers are typically very happy with their purchases, even though they are completely aware that the cost of the item is usually far too high for its utilitarian worth. Advertising and promotional hype plays a significant role in motivating demand or wants for these products. Thus, advertising becomes essential to creating the dream and evoking the necessary interest. Indeed, luxury brands rely heavily on fantasy and lifestyle building. Accordingly, luxury brands allocate a comparatively large budget for advertising. The average budget is between $14 million and $50 million, representing about 5 to 15 percent of revenue, which increase to 25 percent with the inclusion of other aspects such as PR events and sponsorship.