An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove

For centuries, women have found it to be difficult to live up and be the standard “runaway model”. Women have the pressure to fit in to be considered beautiful since ads and media have distorted society in how they view and evaluate beauty. The false representation of models in the beauty commercials have made women want to replicate them even though they don’t know what’s behind the editing. Even though this is a huge matter, companies did not stand back but instead made more commercials that self-degrade women constantly, except one. The Dove Evolution Commercial- “Campaign for Real Beauty” focuses on the way they change women sending a strong message to women about beauty and what it really

There is a cliché quote that people say, “Beauty is in the eye of beholder.” But in the essay “The Ugly Truth About Beauty” (1998) Dave Barry argues about how women who spend countless hours on their so called “beauty” whereas men seem not to care. Barry uses juxtaposition and exaggeration to poke fun at men and women behavior and shed light on the harm that the beauty industry is doing. When Barry argues his point of his essay he addresses both genders, but more specifically teenage to middle age men and women, but he writes about it in a humorous and light-hearted manner.

What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

Moreover, as Richins (1991) reports, women always make social comparisons between the advertising models and themselves. As a result, advertising images create negative affect and increases women’s dissatisfaction with their own appearance. Since those images are edited through the consistent usage of digital technology, these idealized images do not portray women in a healthy manner. Indeed, these enhanced images would give these young girls the impression that they need to be ‘perfect’, just like these ‘fake’ images. According to Reist in ABC’s Gruen Session (2010), ‘young women get the message that they need to be thin, hot and sexy just to be acceptable’ in this society. Therefore, by generating the wrong perception of real beauty, the responsibility is pushed to the marketers, as they portray women with this stereotypical body type as acceptable. In addition, as the brand, Dove’s tagline in its advertisement - What happened to the ‘real beauty’? (Reist, 2010), marketers need not market their products in manners portraying women as airheads. Consequently, marketers gave most consumers viewing the advertisement, the wrong impression that

MKTG 364 – Internet Marketing: Your Article Presentation # 1 is due this Friday, September 11th. Let me know if you need to contact a tutor to help you to complete

Beauty is hard to define and is said to be in the eye of the beholder, but desire for women to be beautiful and stay beautiful is a goal in our culture today. Though our society and loved ones emphasize that beauty lies within one’s character, our society also contradicts this idea because they tend to focus on physical appearance more. Beauty perception has evolved from embracing natural qualities in earlier decades to promoting superficiality in today’s society due to cultural changes such as the discovery of new beauty products and procedures and depictions made through mass and social media. The evolution of beauty from previous decades is drastic. Tracing back to the 1900’s up until the 1940’s, ideal beauty involved natural qualities

“Beauty is in the eye of the beholder”. However there is a well known, well discussed, universal definition of perfection for all women. One that is consistent throughout different areas of the world and different allotments of the human culture. This standard of the ideal woman is based off of not only physical but intellectual standards predominantly in advertising.

The idea of beauty has been going on for generations. Every type of person has their own idea of what is considered beautiful. In the 1950s, women were considered beautiful if they had soft curls, rosy cheeks and wore outfits that showed off their curves. Since this time period, beauty has changed drastically. The question people may ask nowadays is, what makes a women beautiful in our generation? Beauty now is defined by tall, petite females. The images shown in magazines and on television give women a false sense of reality because all these models look superficial. Women go through many steps to be considered the ideal image of beauty. A great example of this is the Dove Evolution commercial. This video focuses on the use of makeup, lighting and editing software’s that eventually make the women appear much different then she originally would.

The Dictionary defines the word Beauty as “A beautiful person, especially a woman.” Nowhere in that definition does it suggest the woman is a size 0 with big breasts, flawless skin and high cheekbones. This is the message Dove is trying to send by creating “Dove’s Campaign for Real Beauty”, to make women of all shapes, sizes, and color feel beautiful everyday. However, shortly after Dove released their first campaign, media columnists such as Richard Roeper and Lucio Guerrero were quick to reflect their “professional” opinions. After reviewing Jennifer L. Pozner’s article on Dove’s “Real Beauty” Backlash and the naïve comments these active media members have made, I found through

Dove uses psychographic segmentation in order to create psychology in women where beauty incorporates all ages, body shapes and sizes.

Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to

This essay will analyze the brand Dove from its evolution in 1957 to present day. To introduce Dove, it is apart of Unilever group of brands, they first started with their “Dove Beauty Bar” and have now expanded to a range of products including, facial cleansers, deodorant, shampoo, conditioner as well as body washes. Dove’s biggest competitors are, Nivea, Neutrogena, Olay, Garnier. Dove sells products for both men and women however it can be said that their advertising strategy is devoted mostly to women of all ages and ethnicities. The overall brand idea, is to make women feel good in their own bodies this is evident through the brand values which consist of self love, empowerment and beauty. Dove has created a positive brand image for itself through its products being, cleansing, feminine and welcoming, which are all characteristics which many woman look for in a product. It can be said that Dove is unique as it’s advertising strategy has positively developed since it was established in 1957. They seek set themselves apart from all competition through the use of campaigns which create a brand awareness. This essay will explore how advertising and brand communication have positively developed since the creation of Dove through the analysis of their “Real Beauty” campaign in chronological order from oldest to most recent. It will also explore how in their advertisements Dove challenges societal stereotypes in order to attract consumers to their product.

Many young women in today’s society struggle with confidence and their body image. This is a huge problem in society and many people have spoken out against the influence of media on women’s body image. However, it continues to be a major problem and more can always be done to raise awareness about societies unrealistic expectations for women’s beauty. Dove’s Choose Beautiful campaign was started to promote the self-esteem of women and encourage them to see their beauty, however there are some criticisms, including the company using this campaign to increase their sales. Dove is selling a product with the expectation that confident, beautiful women will purchase it, however people still have the ability to resist the ad industry.

The third stage is the information processing stage and it consists of the exposure, attention and retention of the consumer to the information. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory.