Dove’s Campaign for Real Beauty has been started in 2004. The primary purpose of the campaign is to promote real images of women in contrast to thin and unrealistic images of models. This campaign shows that advertising is a strong communication medium that has a great impact on the attitudes and tastes, values, and choices of consumers. The campaign is based on visual communication and emotional appeal which influence perception of the message and forces information retrieval. The campaign was launched in England, the USA, and Canada as a response to declining sales caused by a saturated market and increased competition. The Purpose of the Campaign The practical purpose of the campaign is to increase sales and brand awareness. Dove is one of the top players in the body care market. However, Dove has many competitors, and thus it needs to come up with an efficient marketing tool to win Continue reading
Advertising Management
Case Study of Nike: Building a Global Brand Image
Brand History The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the shoes manufactures in attempt to try out his ideas for running shoes. This however failed. In 1955 a track runner by the name of Phil Knight enrolled at Oregon. Phil was on the track team under Bill. Phil graduated from Oregon and acquired his MBA from Stanford University. Phil went on to write a paper that talked about how quality shoes could be made over in Japan and they Continue reading
Case Study: The Effectiveness of Dove Real Beauty Sketches Campaign
The 3-minute advertisement of Dove launched in 2013 is a part of the company’s Real Beauty campaign. Dove is a beauty product company, a division of the FMCG giant Unilever. The advertisement named Dove Real Beauty Sketches is a video edited film of 3 minutes of an experiment that the company did. It invited a forensic sketch artist to draw the women. This artist sat is a separated space where he could not see the women. The Dove Real Beauty Sketches advertisement begins with a piece of soothing instrumental music. The sketch artist introduces himself. Then a female voice, presumably that of one of the participants, say that when they enter the hall, they can see someone sitting with a drafting board. Another participant informs the viewers that neither they nor the man can see each other. First, the women described themselves, and then strangers, who had been acquainted during Continue reading
Case Study: Apple iMac Ad Campaign
In the late 1990s technology analysts speculated that Apple Computer, Inc.’s fate hinged on its new personal computer the iMac. Apple’s share of the worldwide desktop-computer market had plummeted since 1995, the last year the company had been profitable. Ever greater numbers of consumers were buying personal computers (PCs) that ran on Microsoft’s Windows operating system rather than Apple’s version. Although Apple had pioneered user-friendly computers, the company had not introduced a consumer-targeted computer since 1992. Hoping that its stylish new iMac would propel Apple back into this vast segment of the market, Apple released its iMac ad campaign. The iMac ad campaign consists of a series of seven television commercials. These commercials advance Apple Computers newest generation of personal computers: the iMac. The iMac is a personal computer that is an AIO unit (All In One) and is housed in a translucent white and green case. Apple has attempted Continue reading
Case Study: The “More Doctors Smoke Camels” Campaign
Camel is an American cigarette type possessed and industrialized by the Reynolds Tobacco Enterprise and contains a mixture of Turkish and Virginia tobacco. Many surgeons prefer Camel cigarettes to any other brand. One way used by the tobacco industry to comfort a vexed community was by including attractive images of doctors in advertisements. The argument was that if a physician with all due proficiency smokes a specific brand, the cigarettes cannot be harmful to human health. The main target of image advertisement is to publicize and create awareness of a product to ensure that the item is highly purchased for the company to make high profits. Image advertisement is preferred because it is affordable and easy to reach many viewers, and creates a wider reach of the product by the public, unlike video advertising. Image advertisement of Camel cigarettes was effective for society and the company. Since Camels are harmless Continue reading
Case Study: “Dove Chooses Beautiful” Advertising Campaign
In 2015, Dove launched its new Dove Choose Beautiful advertising campaign, writing a new chapter to one of the most successful marketing campaigns ever, the Real Beauty campaign that started in 2004. The campaign was groundbreaking: its purpose went beyond promoting its commercial products but aimed at drawing people’s attention to some topical themes. Dove Choose Beautiful, follows the path outlined by the original campaign, questioning the unachievable female beauty canons promoted by the media and encouraging self-esteem and genuine Beauty instead. Since 2004, the renowned New York-based advertising firm Ogilvy & Mather has been developing a successful mix of print ads, billboards, and videos which raised public attention, generated debates and, ultimately, increased sales. Understanding the 2004 Real Beauty campaign, its premises, social background, and grounding philosophy is an obligatory path to discuss the Dove Chooses Beautiful marketing strategy. Case Background Dove is a beauty care brand owned by Unilever, a British-Dutch Fast-Moving Consumer Goods (FMCG) multinational company. Continue reading