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Analyse an advertising campaign for any product or services. This can be based on an existing or previous campaign. Detail the rat

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  • Post Date 2018-11-05T11:31:34+00:00
  • Post Category Essays

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Analyse an advertising campaign for any product or services. This can be based on an existing or previous campaign. Detail the rationale for the campaign strategy and critically evaluate why the campaign will be effective by reference to advertising theor

Application of Advertising Strategy - Dove: Real Beauty

INSTRUCTIONS:

The advertising campaign- Dove: Real Beauty ( http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-All-Time.aspx number 7 ) 
The purpose of this assignment is to assess your ability to apply theory and models to advertising activities and evaluate the effectiveness of the advertising activities.
Analyse an advertising campaign for any product or services. This can be based on an existing or previous campaign. Detail the rationale for the campaign strategy and critically evaluate why the campaign will be effective by reference to advertising theory.
Structure and areas of importance:
Introduction – information relating to the firm and industry/market
Campaign strategy - rationale
Evaluation of the campaign - application of advertising concepts & framework
Recommendations/conclusion
Assessment criteria
Referencing and structure 10%
Campaign strategy 20%
Evaluation of the campaign or advertisement 50%
Recommendations/conclusion 20%
Sources: Academic textbooks/journal articles for the theory. Datamonitor, Mintel and Euromonitor produce useful reports for company and industry data.

CONTENT:

Application of Advertising Strategy- Dove: Real Beauty Name Course Instructor Date Introduction Unilever launched the Dove ‘Real Beauty’ campaign in 2004, with the aim of broadening appeal for the personal care products. Unilever is a consumer supplier company with global operations with differentiated portfolio of goods. Dove is one of the main products of the personal care segment. In 2013 the personal are segment contributed 33.3% of the company’s total revenue (Canadean Company Reports, 2013, p. 17). Dove a division of Unilever created the Real Beauty Campaign to offer a platform for customer dialogue, where the ‘alienated women’ who were not represented by the stereotypical perceptions of beauty through creating a brand narrative that engaged with the potential customers, Dove was set apart from the rivals. This is an application of advertising concepts framework to the case of the Real Beauty Campaign by Dove. Campaign strategy The real beauty campaign advertisement by the Dove was created as the company sought to expand operations into the beauty care line of products. The idea behind the campaign was that every woman is beautiful despite the bombardment of specific thin model shapes in the mass media (Burkley, 2014, p. 470). The conversation about beauty then presents scenarios where people got interested with the advertising industry for simply falsifying how the average woman feels about beauty. The attempt to celebrate natur...


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