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APA
Subject:
Business & Marketing
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Essay
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English (U.S.)
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Topic:
Single-Minded Message of "Dove - Real Beauty" Campaign
Essay Instructions:
This week’s assignment will be based on IMC”s
Select a brand and its IMC at the right, and like we reviewed the Land Rover Above & Beyond campaign in class, identify 4 consumer touchpoints in which the brand weaves the core thread of their IMC to create a campaign for consumers based on one single-minded message
Brands to choose from:
•Always- Like a Girl
•Old Spice- Smells Like a Man
•Go Pro- Be a Hero
•Special K- What will you gain when you lose?
•Dove- Real Beauty
•P&G- Thanks Mom
Identify the single-minded message, and how the brand connects with consumers to share this single-minded message.
Show your consumer touchpoints visually and provide an explanation for each
Essay Sample Content Preview:
IMC-Dove-Real Beauty
Student’s Name
Institution affiliation
Professor
Date
Promotion
Promotion is the single-minded message for marketing in Dove-Real beauty company. The company has used the strategy since 2013, and it has proven to be effective. Promotion is a marketing strategy that aims to educate consumers on the importance of a particular product. It is accompanied by bonuses and vouchers that attract customers to purchase products. Dove-Real Beauty Company uses promotion as a single-minded message because it is very persuasive (Kannan & Li, 2017).
Touchpoints
* Digital Marketing
Digital marketing is the most promising form of marketing in the current world. Due to advanced technology, most people have internet access. In this case, it would be economical to use digital marketing since it is cheap and serves many people. Digital marketing entails the use of emails and social media platforms to create awareness for new and existing products. Additionally, digital marketing makes it possible to connect consumers with the right products (Key & Czaplews...
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