Project #81410 - Dove Marketing

Visit the website for the http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx. Check out the history of the campaign and then search the internet for at least one or two other articles, videos, and other information.  Explore the various sites, making note of everything you see. 

Then, write a brief 1-2 paragraph critique of the advertising campaign that addresses these questions: 

What is the market segment that Dove is targeting? 

Why do you think their brand communication has worked so well for the past decade?  

What is the psychological connection between soap and a woman's image of her own body?   

How do you think the campaign has resonated with consumers?  

Discuss your thoughts about the positives as well as the negatives of the campaign. Be sure to consider "A Matter of Principle" that discusses why Dove's Real Beauty Campaign flopped in Taiwan.

 

Subject Business
Due By (Pacific Time) 09/08/2015 12:00 am
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