After selecting a market segment, company need to design an advertising way which tailored with the characteristic of that particular segment to deliver the product information to target consumers. Here are some examples of advertisement applied to promote in Dove Company. Advertisement 1 (refer to Appendix I)
This is a video advertisement. There is a woman sitting in front of the mirror by straightening and blowing her hair that try to beauty her hair outside but cause damage deep inside. After using New Dove Intense Repairs hairs shampoo that repair the heart of the hair the women able to enjoy the freedom to color, cur, straighten and tied. This advertisement tells consumers that by using their New Intense Repairs consumers able to enjoy ¼ total moisturizing milk that has been reinvested with fiber actives to go deep inside to repair damage of hairs and six times stronger. So consumers have the freedom of beauty hairs. This advertisement is applying positive message framing where it tells benefits that a consumer can gain when using its products. Advertisement 2 (refer to Appendix II)
This is a billboard advertisement. From the advertisement all of these women are from different range of age with different types of hair style. They smile happily. This advertisement tells consumers that Dove believes all women have beautiful hair when it’s deeply cared for. No matter what length, style, cut, color or texture you can discover the beauty in your own hair with the deep care in Dove Shampoo and conditioner. None of the women are hair model but after using Dove hairs shampoo neither you. This advertisement is applying positive message framing where it tells benefits that a consumer can gain when using its products. Advertisement 3 (refer to Appendix III)
This is a video advertisement. The advertisement is dividing into three sections, the first section is a women attending wedding with curly boom hairs. The women feel irritating with...
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