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

2660 Words Sep 19th, 2008 11 Pages
An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove

Introduction
The pace of change in the marketing communications industry has accelerated with the advent of the Internet and new media technologies. New technologies create new ways for marketers to reach consumers and are having an impact on the more traditional media, in terms of greater fragmentation of these media (Belch & Belch). For the purpose of this report, the official website of Dove will be critically evaluated. With effective use of the response hierarchy models, an analysis will be conducted on how Dove is exploiting the Web for influencing consumers.
The Role of Integrated Marketing Communications (IMC)
“Marketing communications is a
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The stages in all three models are represented by the cognitive, affective and behavioural stage. The hierarchy of effects model is based on the assumption that a consumer passes through a sequence of steps, which include awareness, knowledge, liking, preference, conviction and purchase. While most of the steps in the information-processing model are similar to those of the hierarchy of effects model, a new step introduced is that of retention, which pertains to a customer retaining relevant information.
The hierarchy of effects model is known to be effective in advertising (Belch & Belch, 2004; Fill, 2005) and Huizingh et al (2003) has proven through experiments, the effectiveness of the model to websites as a marketing tool.
Linking Marketing Communications Tools to Response Stages
An analysis is undertaken below to identify the tools that appear to be the most effective at each stage of response.
Advertising
The core theme of the website is to inform the target audience about Dove’s philosophy of beauty, which is that, “beauty comes in different shapes, sizes and colours”. The philosophy is aimed at touching a nerve of females of all age groups and is in stark contrast with the popular culture which bombards us with unrealistic images of physical

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