Analysis of Integrated Marketing Communications Campaign

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Advertisers often emphasize sexuality and the importance of physical attractiveness in an attempt to sell products, but researchers are concerned that this places pressure on women to focus more on their appearances. As stated in an article from Body Image and Advertising, the average woman sees 400 to 600 advertisements per day and by the time she is 17 years old, she has received over 250,000 commercial messages through the media. While only 9% of advertisements have a direct statement about beauty, many more implicitly emphasize the importance of beauty- particularly those that target both women and girls. (HealthyPlace)

Most advertisements involve some sort of emotional appeal: images of charming animals, humorous slogans, delicious food, attractive models. However, advertising’s goal—to convince the consumer to purchase a product or service—does not hold the same personal connection that a child’s persuasion of a parent holds. The lack of longevity and impersonal nature weakens its effect; therefore, emotional appeals are given higher legitimacy. Regardless, one may argue that certain aspects of advertising—like images of near-perfect humans—may detriment one’s thinking and expectations. However, this is not applicable to all, as the severity to which it affects one varies, and it does not directly relate to the legitimacy of emotional appeals, as the intents of most advertisements is not to nurture feelings of insecurity and

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

In the world we live in today advertising has all but consumed us as Americans. An essay entitled “Advertising’s Fifteen Basic Appeals “by Jib Fowles explains how advertisements affect and influence us daily in society. He explains how marketers through advertisements play on your needs, emotional feelings and sometimes desires to draw consumer to their brands. Fowles discusses fifteen main appeals that marketers use in ads and commercials in hopes we will purchase their product. In the October issue of Glamour Magazine there’s an ad promoting the brand BEBE. In this ad it has a timeline of a woman getting ready to go out and enjoy her

Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets comprise women, men, girls, and kids of the upper and higher-middle section of the society. Nordstrom gives a lot to their consumers in both goods and service. When asked, clientele say they expect goods that are fashionable, long lasting, and

Dove found forty percent of women said commercials made them feel self conscious and unimportant after watching them. Twenty percent of women said they felt less confident in their everyday life. Dove also found there was an increase in women who said they wanted to see realistic women in commercials from seventy-four percent in 2004, to a ninety-five percent in 2009

An incredible 96 percent of women ages 19-64 said that they would not describe themselves using the word “beautiful.” The purpose of this essay is to provide a rhetorical criticism of the controversial “Dove Choose Beautiful” commercial. By analyzing this symbolic Dove ad I will hopefully show my audience how a negative body image can change society. First, I will describe to the reader what we see as an audience of the commercial with no deeper meaning. Next, I will analyze symbolic artifacts as in its principles of unity, its principles of design , and its different type of appeals. Finally, I will evaluate the effectiveness of the commercial on society. The reason I selected this topic was to delve deeper into the idea of fighting negative body image as a whole. This allows not only women but men to feel like they are unique and beautiful in their own right. The feeling of not reaching the standards of what society says is adequate is wrong and I believe this commercial tackled the issue well. To understand the meaning of this artifact I must first

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

2》 Other beer brands have occupied large market capacity, market share of Carlsberg and Budweiser far exceeds that of Tsingtao beer

The product line of Dove Pro-Age is being advertised in the commercial. It is also advertising the product as an anti-aging product gearing towards the elder target market. The salient features are the nude women who are presented in the ad and the text “too old to be

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

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.

The report carries out a thorough analysis of the digital marketing campaign "For the Bold" for product Doritos in social community media and social publishing media. To consider the result whether the campaign succeeds in terms of two criteria of the detailed analysis marketing campaign for growing sales and increasing proximity to customers.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.