Each and every product line of Dove is superior in quality. I the year 2004, te organization tried to increase the confidence of women through this real beauty campaign. Te major idea behind this campaign is that a woman cannot be considered beautiful by only considering external look (Spurgeon 52). Tere are several inner aspects that define a lady as a beautiful lady. Te organization tried to convey this specific message through the campaign. Idirectly, te organization tried to increase the sales growth rate of the organization through this Cmmunication and media channels are important ingredients of a successful marketing and advertising campaign.
Dve is a popular brand portfolio of Unilever group. Te organization significantly tried to utilize effective communication and media channels in order to convey campaigning message and create significant brand awareness among the target customers. Frst of all, te organization implemented billboard promotional strategy for this campaign in UK. Sowly and gradually, te organization effectively expanded its campaigning efforts across the globe. Sgnificant digital media and print media promotional strategies were considered by the organization order to make the campaign successful.
Te organization promoted this campaign and intended message through several popular TV programs, wmen magazines and talk shows. I attracted the target customers significantly. Tis specific campaigning strategy eventually increased the sales growth rate of the product lines. I the year 2013, te organization launched a video named Dove Real Beauty Sketches. Tis particular video was launched as the part of the campaigning (Berman 144). Hwever, tis video went viral as the target customers started to react to this video strongly. Te concept this campaign was proposed by Mather and Ogilvy.
Hwever, i was true that growing market competition and market saturation forced the marketing department of Unilever to launch this advertising campaign. I is true that every woman wants to look beautiful. Bt, acording to the perception, sme of the entire population thinks that they are beautiful. Te organization tried to redefine the concept of beauty through the particular advertising campaign. Atually, te organization tried to capitalize the self-esteem and confidence of target customers to enhance the effective sales growth rate the organization through this...
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