Dove Campaign for Real Beauty Marketing Management Submitted by: Conor McGinnity Student Number: Table of Contents Introduction 2 Brand Values of Dove 2 Objectives of the campaign 2 Target Market 3 The Big Idea 3 Bringing the Big idea to Life 3 Communication touch points 5 Criticism for the campaign 5 Conclusion 6 Bibliography 7 Introduction Dove is a well-known brand by Unilever that sells beauty products for women. The brand is known for the moisturising action of its products and its
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Since 2004 when a study showed that only 2% of women believed they were beautiful Dove has has been rallying females up and promoting the idea of real beauty and that they are worth so much more than their appearance. So why is it that they continuously advertise the idea of beauty‚ through recent promotional videos it is evident that Dove still hold a standard for beauty‚ The Dove Real Beauty campaign targets girls from ages nine all the way to the elderly. One may think that they are offering
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January 23‚ 2014 “Dove: Real Beauty Sketches” by Ogilvy & Mather Ad Agency‚ April 14‚ 2013 < http://realbeautysketches.dove.us/ > In April 2013‚ Dove launched a “Real Beauty” campaign after performing marketing research and discovering that only 2% of all women consider themselves to be “beautiful”. In an effort to boost self-esteem and moral‚ Dove introduced a television ad in the form‚ which incorporated a powerful and touching social experiment. In this commercial‚ several different
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Introduction In the present time culture convinces us the real beauty of people is body`s beauty. Women are encouraged to invest in their bodies through diets‚ choosing proper life style‚ exercising and purchasing cosmetics which correct natural beauty. That`s one of ways to reach a paragon of beauty. The main role of creating healthy‚ young and skinny image plays media‚ specially advertising. Principal goal of advertising is building brand image and persuade customers for buying product‚ but its
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Dove’s Campaign for Real Beauty I am really glad to finally see a beauty brand advertise all kinds of women and to actually see them start a campaign that emphasizes the idea that beauty really does come in all shapes‚ sizes and age groups. Dove’s Campaign for Real Beauty is an excellent way to restructure the footprints media has left on our superficial society. So far we have been brought up with the ideology that one has to look a certain way in order to really be beautiful‚ but very few people
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TABLE of CONTENTS TOPIC PAGE Executive Summary 1 Problem Statement 2 Situation Analysis: Objectives and Goals‚ Background‚ Market and External Environment Analysis 2 Situation Analysis: Competition Analysis 3 Situation Analysis: S.W.O.T. Analysis 4 Situation Analysis: Segmentation Analysis 5 Situation Analysis: Consumer Analysis 6 Key Success Factors and Uncertainties 6 Analysis of Alternative Solutions 7 Recommendations 9 Action Plan and Contingency Plan 10 Bibliography 11 Executive Summary
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two reasons: to sell a product or just to bring awareness to the issue. However‚ the main goal of femvertising is to inspire women to change their perspective on the issue and even regain lost confidence. The ad I’ve chosen‚ “Sketches”‚ is by Dove Real Beauty and it addresses the issue of how women portray themselves and the impact they
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Dove’s Real Beauty Campaign: A Reflection Jennifer Millard’s Performing beauty: Dove’s “Real Beauty” campaign was made to conduct a study on the results of the company Dove’s Real Beauty Campaign onto it’s targeted audience‚ women. Throughout the study Jennifer Millard explains that Dove’s Real Beauty Campaign is a series of advertisements in magazines and commercials that promotes and empowers beauty for every women‚ no matter what other media outlets says. Millard uses focus groups and interviews
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Dove Ad Campaign The image of beauty has been burned into the minds of young adults in this generation through magazines and radio. However‚ in the last decade with the uprising of social media‚ internet‚ and television; the definition of beauty is being redefined. With these new social mediums arising‚ marketing campaigns are becoming more aggressive and targeting a younger audience and influencing their ideas of who they are. Marketing campaigns show only the most beautiful and attractive actors
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Dove’s Campaign For Real Beauty. The target advertising segment that I chose is women of all ages and shapes. This is a very large segment with many nationalities‚ races‚ beliefs‚ sizes and ages. I believe that one of the successful PR campaigns was Dove’s Campaign For Real Beauty. The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Dove conceived a campaign that focused not on the product‚ but on a way
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