Dove Case Study

Topics: Advertising, Marketing, Public relations Pages: 9 (2451 words) Published: January 29, 2013



Question 1: “The idea propagated by media about beauty is unattainable and unrealistic”. On what platform do companies market their beauty products? Do you really think that the image projected by media of beauty is hypocritical and unrealistic?

Ans: Firstly, I would like to define what is beauty? Beauty (also called prettiness, loveliness or comeliness) is a characteristic of a person, animal, place, object, or idea that provides perceptual experience of pleasure or satisfaction. But today beauty product companies and media define beauty as slim , long legs, flawless skin , shining hair, matte lipsticks, spaghetti straps, dumb expressions breaking into smiles. Today we live in age where commercialism determines what is “beautiful”. Many young women tend to be become confused by such messages sent out by the beauty product companies. Women tend to find themselves caught in a trap that makes them eager to fit themselves in the mould of "the beautiful woman"—a standard set by the media and companies. Companies have created their own definition of “the beautiful women ” which is hypocritical and unrealistic and Ordinary men and women end up constantly comparing themselves to the unrealistic images that they see. There may be a few natural beauties who make it into magazines, but most of them have a lot of help to look as good as they do. Professional make-up artists and hair stylists, with professional lighting and photographers, as well as a little bit of additional help from the trusty airbrush to rid models and celebrities of any flaws they may possess. These images of perfection are what members of the general public see; they do not see the process behind their creation.

Question 2: Define Advertising? What could be the possible objective of advertising? What are the advertising objectives for the CFRB? Ans: Advertising is the mass paid communication of building brands through persuasive communication and positioning them in the consumers perception with a constant eye on the market environment and consumer expectations. Objective / Functions of advertising

The purpose of advertising is nothing but to sell something -a product, a service or an idea. The real objective of advertising is effective communication between producers and consumers. The following are the main objectives of advertising: 1. Changing the Perception

With the right research, look, and design an advertisement has the capabilities to change the way people think of a certain product. 2. Preparing Ground for New Product
New product needs introduction because potential customers have never used such product earlier and the advertisement prepare a ground for that new product.

3. Creation of Demand
The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its qualities since it is possible that some of the customers may change their brands .

4. Facing the Competition
Another important objective of the advertisement is to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.

5. Creating or Enhancing Goodwill:
Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company's product and helps the salesmen to win customers easily.

6. Informing the Changes to the Customer
Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in...
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