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Dove campain for real beauty

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  1. Objectives of Dove campaign
  2. Purpose of Dove website
  3. The role of integrated marketing communications
  4. The role of integrated marketing communications
  5. Linking Marketing Communications Tools to response
  6. Stages

The Dove campaign for real beauty: "Sources that are likeable or hold celebrity status are able to positively influence consumers' attitudes towards the advertisement, and the advertised brand" (Belch and Belch, 1998). This statement explains the large use of celebrities and models by the marketers in the advertisement. These celebrity or models become the standard reference of beauty for the audience population. But is thus true or real beauty, and can the target group really identify themselves with this form of beauty? Beauty may be defined as: "the quality present in a thing or person that gives intense pleasure or deep satisfaction to the mind, arising from sensory manifestations (as shape, color, sound, etc.)(, 2007). According to Belch and Belch (2004), advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

[...] 14/21 In order to analyze the communication of Dove during the campaign for real beauty, we first identified the objectives and role of this IMC campaign and then we analyzed the use of the IMC tools relating with the hierarchy response model. In fact the objectives of Dove were to improve the customer loyalty and increase the sales with the development of a new belief in the consumer mind: the real beauty. The use of the IMC is to profit from the new value that an IMC campaign gives. [...]

[...] According to Belch and Belch (2004), the hierarchical response models were the primary focus of approaches for studying receiver's responses to marketing communications. But some others approaches will be developed to examine the nature of consumers' reaction. One of these new approaches is the Elaboration Likelihood Model of Petty and Cacioppo (1983). The ELM is based on the belief that individuals will take the time to consider persuasive communication messages that are designed to change consumer attitudes. According to the ELM, there are two basic routes to persuasion: the central processing route and the peripheral route. [...]

[...] Retrieved: April from Dove, website for real beauty campaign. Retrieved: April from - Dove Report: Challenging Beauty (.pdf) Retrieved: March from - Etcoof, N., Orbach, S., Scott, J., D'Agostino,H. (2004) "Findings of the Global Study on Women, Beauty, and Well-Being" in The Real Truth About Beauty: A Global Report (White Paper) 17/21 APPENDIX Appendix Communication Process The communication process can take the form of the following model: Sender Encoding Transmission Decoding Receiver Noise Noise Feedback This model suggests that communication takes place when the message that was sent reaches its destination in a form that is understood by the intended audience (Baack, 1998). [...]

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