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

An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Essays An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper 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) â€Å"Marketing communications is a management process through which an organisation engages with its various audiences. Through understanding an audience’s communications environment, organisations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioural responses† (Fill 2005, pp. 7). It was during the 1980s that firms started moving towards IMC, which essentially acknowledges the added value of a comprehensive plan that strategically evaluates the roles of a variety of communications tools and effectively combines these tools to provide maximum impact of communications (Belch Belch, 2004). Traditionally there are five principal marketing communications tools which include advertising, sales promotion, personal selling, public relation and direct marketing. Purpose of the website The website of a company can be considered as a promotional event on its own. The web is a place for individuals to communicate with others, organisations and individual alike (Rowley, 2004). The primary purpose behind the Dove website is to act as a rich information source targeted at the consumer; essentially females of all age groups. Such websites are generally referred to as non-transactional brochure websites. The website aims to provide information about the Dove brand, Dove products, Real Beauty philosophy and tools to attract users and enabling them to interact with the company. Although Dove does not sell directly to the consumer, unlike Body Shop, the website is very customer-centric due to the nature of the creative communications strategy – ‘Real Beauty’. Communications Objectives The communication objectives can vary from creating and increasing brand awareness to changing perceptions about the philosophy of the company that would ultimately affect behaviour. Possible communications objectives may include education and information, branding and image building, affecting attitudes, and loyalty and reminding (Christopher et al, 1995). In the case of Dove, the umbrella communication objective is to provide information to effectively change the target consumer’s knowledge, perceptions and attitudes towards the brand, which would eventually change behaviour. The content of the website is focused on the objective of branding, via brand building activities with the use of the marketing communications tools. The communication objectives also include dissemination of information about new and existing products, and about the Real Beauty campaign and the various activities and promotions that are linked with it, which are strongly aimed on changing mindsets of the target audience. Also included in the objectives is creating relationships (Rowley, 2004) and attaining customer loyalty, through direct interaction with customers and finding ways of making the brand more meaningful to them. Evaluation of the Response Hierarchy Models Belch Belch (2004) believe that perhaps the most important aspect of developing successful marketing communications programmes involves a comprehension of the response process the receiver may go through and how the promotional efforts of the marketer influence responses of the target consumers. The three renowned models of the response process include the AIDA model (Christopher et al, 1995; Fill, 2005; Belch Belch, 2004), hierarchy of effects model and the information-processing model (Fill, 2005; Belch Belch, 2004; Huizingh et al, 2003). 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, â€Å"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 perfection (www. unilever. com). The brand pyramid exhibited below shows what Dove, as a brand, stands for at a glance. The website contains a section dedicated to Real Beauty which contains TV ads, inspirational articles, health and beauty articles, campaign promotions, awards, Ask the Expert feature and interactive beauty tools. There has been an argument over the effectiveness of ESPs (Emotional Selling Points) versus USPs (Unique Selling Points), wherein the former focuses on brand values based on emotion and imagery and the latter on a more functional, rational approach (Fill, 2005). Dove’s campaign clearly highlights the ESPs, as they stir a chord in the women’s heart, therefore creating both cognitive and affective responses. A slight area of concern about the Real Beauty Campaign is that while Ad Age (Neff, 2004) might consider the campaign as a step forward, with Dove’s sales increasing over the years, it is still to be seen how the campaign will be received over the long-term. Dove was initially launched with a unique functional benefit strengthened by support from dermatologists and formed a strong emotional link through its one-fourth moisturising cream. That struck a chord with women who liked Doves qualities of simplicity, gentleness and truthfulness, thereby creating a strong bond of trust. The Real Beauty campaign focuses on an important issue that women are facing worldwide but it may well be seen slightly disconnected with the brand’s history and prior positioning. Sales Promotion The sales promotions offered at the website include giving out free samples of Calming Night, Ultimate Clean, Good Stuff shampoo and Real Beauty T-shirts (on ? 15 purchases). All the free sampling is done for new products which are launched within their own interactive sections on the website. These sections assume the role of interactive advertisements on the net. The tool of sales promotion is therefore effectively being used on the website to induce trial of new products and can lead to covering all the stages in the hierarchy of effects model, starting from brand awareness (cognitive stage) to leading them to the behavioural stage (ordering free samples or purchasing Dove products worth ? 15). Direct Marketing The browser is enticed to join â€Å"YourDove† and register for Dove Dimension e-newsletter or magazine. â€Å"YourDove† entitles the user to previews of special offers and product innovations, articles from â€Å"Opera. om†, access to beauty editors and expert’s advice and provides tips to create their own personalised beauty care routines. Toll free contact numbers are available on the website for customer support and emergency calls. The website provides a link to enable the browser to give feedback to Dove and â€Å"Add Your Details† option. The direct marketing on the Dove website influence the browser at the cognitive and affective stages in the model. Public Relations One of the most crucial aspects in the success of the Real Beauty campaign has been the effective use of PR to affect the consumers at the cognitive and then the affective stage. The â€Å"Dove in the News† section contains a number of press releases that were published in various newspapers and magazines. The Power of Word of Mouth (WoM) All product detail pages have a link to enable the browser to send the page to a friend by email. A link for the campaign for Real Beauty website (www. campaignforrealbeauty. com) is available in the Real Beauty section, which takes the browser into a detailed version of the activities related to the campaign (advertisements, surveys, Self Esteem Fund, voting by browsers on their notions of their beauty, message board for females etc. . This provides the browsers with an online platform to engage in meaningful dialogues about the campaign by sharing their views and experiences, which results in an overwhelming experience for the browsers. This takes the concept of the effectiveness and power of WoM to a new level, thereby affecting the browser at a cognitive level and possibly at the affective level in case of the onl ine forum, if he/she happens to read some really heart-warming experiences. Other important elements of the website There is consistency and clarity in the flow of the website and the use of brand colours, language and design aspects give a very welcoming feel to the browser. One aspect of peculiar interest in the website is the â€Å"We’re listening† section wherein the browser can find the FAQ, store locator and contact us sections. The FAQ section contains information on Dove’s promotions and offers, the availability of coupons in newspapers and magazines and the plans of making these coupons available to Dove subscribers. If a consumer has to track an order that he places, the only way is via emailing Dove, as they do not email the consumers about how the item is being tracked, which is a weakness of the website. It is intriguing to note that information about product ingredients, product lifetime and information about some of the brand values is in the FAQ section. Facts like Dove is committed with a limited number of organisations in donating products for charity, the company’s ethical stance on animal testing and its stance on recycling and environment are only available in the FAQ section. Other information about Dove’s beauty philosophy including the Self Esteem Fund etc. is also found in the FAQ section. The problem here is that vital information about the brand is lying in a section, which is quite invisible to the browser. Notably this information can play a key role at the cognitive stage. Conclusion Recommendations It has been noted that the Internet is having a huge impact on the marketing communications programmes of companies. The hierarchy of effects model was used to analyse how Dove is exploiting the Web for influencing consumers. In this analysis of the website, it is concluded that the marketing communications tools of advertising, sales promotion public relations, direct marketing and word of mouth have been effectively used to influence the browser at the cognitive and affective stages of response. It is seen that the tools can influence the browser at more than one stage at a particular time. It appears that the tools of advertising, direct marketing, public relations and word of mouth, in case of Dove’s website, influence the browser at the cognitive and affective levels. Sales promotion, however, seemingly has an influence on the cognitive, affective and behavioural stages of response. The website overall is quite focused on the creative communication platform of Real beauty, which is integrated into many features of the website, which influences the browser strongly at the affective stage. The weaknesses of the website include the lack of visibility of brand values to the browser, so it is recommended that a separate section for brand values should be created. Also, some of the aspects of the website are not integrated well, especially those pertaining to sales promotions, for which the browser has to visit another linked website. If these features were better integrated into the website, it would create a more synergising and integrated experience for the browser. Lastly, while the Real Beauty campaign, which is at the heart of Dove’s marketing communications strategy, is creating waves in the media presently, not much can be said about the future of the campaign as it deviates ever so slightly from the previous positioning of the brand. Never the less, Dove appears to be a very caring and supportive brand. The website achieves the communications objectives satisfactorily and can therefore be deemed as successful. It influences the browser more at the cognitive and affective stages of response and lesser at the behavioural stage, which is acceptable due to the non-transactional nature of the website. Appendix Screenshot 1 Screenshot 2 Screenshot 3 Screenshot 4 Screenshot 5 Screenshot 6 Screenshot 7 List of References Kotler, P. (2003), Marketing Management, 11th ed. , Pearson Education, Inc. Baker, J. M. (1996), Marketing: A introductory text, 6th ed. , MacMillan Books, pp. 50-66, 342-412. Belch, E. G. Belch, A. M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th ed. , McGraw-Hill. Berger, E. I. , Cunningham H. P. Kozinets, V. R. (1999), Consumer persuasion through Cause-Related Advertising, Advances in Consumer Research, Volume 26, pp. 491-497. Berthon, P. , Pitt, L. Watson, T. R. (1996), Marketing communication and the World Wide Web, Business Horizons, pp. 24-32. Brin? ol, P. , Petty, E. R. Tormala, L. Z. (2004),Self-Validation of Cognitive Responses to Advertisements, Journal of Consumer Research, Inc. , Vol. 30, pp. 559-573. Cartwright, R. (2002), Mastering Marketing Management, Palgrave Master Series. Chang, Y. Thorson, E. (2004), Television and Web advertising synergies, Journal of Advertising, Vol. 33, No. 2, pp. 75-84. Christopher, M. McDonald, M. (1995), Marketing: An introductory text, MacMillan Press Ltd. , pp. 2 00-250. Elliott, R. (1998), A model of emotion-driven choice, Journal of Marketing Management, Vol. 14, pp. 95-108. Fill, C. 2005), Marketing Communications: Engagement, strategies and practice, 4th ed. , Prentice Hall Financial Times. Hansotia, J. B. Rukstales, B. (2002), Direct marketing for multi-channel retailers: Issues, challenges and solutions, Journal of Database Marketing, Vol. 9, No. 3, pp. 259–266. Huizingh, E. R. K. E. Hoekstra, C. J. (2003), Why do consumers like websites? , Journal of Targeting, Measurement and Analysis for Marketing, Vol. 11, No. 4, pp. 350–361. Katrandjiev, I. H. (2000), Some aspects of measuring Integrated Marketing Communications (IMC), Economics and Organisation, Vol. , No. 8, pp. 87-93. Kolesar, B. M. Galbraith, W. R. (2000), A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research, Internet Research: Electronic Networking Applications and Policy, Vol. 10, No. 5, pp. 424-43 8. Lagrosen, S. (2005), Effects of the internet on the marketing communication of service companies, Journal of Services Marketing, Vol. 19, No. 2, pp. 63–69. Neff, J. (2004), A step forward: In Dove ads, normal is the new beautiful, Advertising Age, Crain Communications Inc. ampaignforrealbeauty. com/uploadedFiles/US/campaign_press/advertising_age_092704. pdf Priester, R. J. Petty, E. R. (2003), The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness, Journal of Consumer Psychology, Vol. 13, No. 4, pp. 408–421. Rossiter, R. J. Bellman, S. (2005), Marketing communications: Theory and applications, Pearson Prentice Hall, pp. 3-40. Rowley, J. (2004), Just another channel? Marketing communications in e-business, Marketing Intelligence Planning, Vol. 22 No. , pp. 24-41. Rowley, J. (2001), Remodelling marketing communications in an Internet environment, Internet Research: Electronic Networking Applications a nd Policy, Vol. 11, No. 3, pp. 203-21. Unilever website unilever. co. uk/ourbrands/casestudies/dove_casestudy. asp unilever. com/Images/2004%2018%20May%20Goldman%20Sachs%20Conference%20-%20Speech_tcm13-5247. pdf Wyer Jr. , S. R. (2005), Emergent moderators of affective response in consumer behaviour, Special session summary, Advances in Consumer Research, Vol. 32, pp. 38-41.

Judaism, Christianity, Islamic and Buddhisms beliefs on Heaven and Research Paper

Judaism, Christianity, Islamic and Buddhisms beliefs on Heaven and Hell - Research Paper Example Judaism, which is the main religion of the Jews, believes in the existence of both heaven and hell. According to Hebrew, the Jews refer to heaven as Olam Haba, which translates to the world to come. Their main belief is that a heaven is a place for the righteous and that those who live in it are blessed to reside under continuous divine intervention. Furthermore, the Jews believe that those who live in heaven are customarily rewarded with a better life to make up for the misfortunes that they underwent on earth (Ellens 38). According to Judaism, the experience of this world is aimed at preparing their believers for the next, and that fulfilling the commandments is instrumental in earning one entry into heaven. The Jews similarly share the ideology that the soul should be purified before its final rest, a process that often goes on for eleven months. Given the wideness of Judaism, a section of Jews believes that God is the resuscitator of the dead through a process known as the transm igration of souls (Ellens 43). They regard the transmigration of souls as a second chance, and an opportunity for an individual to make up for some of the commandments he or she never fulfilled while on earth. Christianity, just like Judaism teaches on the existence of both heaven and hell. In as much as information on both heaven and hell remains light, Christians believe that heaven is a place where all their suffering and pain will end and that they will live forever

Mobile Marketing Research Paper Example | Topics and Well Written Essays - 2250 words

Mobile Marketing - Research Paper Example The paper aims at deciphering the future of digital marketing along with the advantages and disadvantages. It gives emphasis on mobile marketing as it gained prominence over the past few years. Digital marketing has already made a huge progress in the present situation and in the years to come, this will proceed and benefit everyone in the world. This needs to be adopted by every marketer for enhancing the communication with its potential customers.Digital marketing refers to the process of marketing where information about products is delivered to the target customers with the help of technologies. Taking the help of this brand awareness increases among people and all this leads to increase in sales thereby generating profit in the long run. It enables the audience to access information about any company they want through digital media and this is possible at any place and any time.This medium is used not only by the customers but also by the companies in order to know about the pre ferences of customers. The knowledge about the choices of customers is not enough; there is a greater need for communicating with them. This is done through social media sites, emails, and mobile phones. The companies by taking the help of these mediums know about the experiences of the customers, record them and through this, the expectations about the products of them are known. The strategies adopted by rival companies can also be extracted from digital media and this can be incorporated in their own companies for improving.

History 20th Century Essay Example for Free

History 20th Century Essay The historical past of a particular country is essential in understanding its present situation as well as in planning the future. Past events served as a basis as to why particular situations happen in the present. In relation to this, lesson learned in the past also becomes a guide in order to avoid previous mistakes. Being the case, analyzing a countrys history is indeed important. These ideas also holds true in the case of the 20th century African American leadership. The era of slavery in the United States of America holds a very important part in their history. It was during the time wherein the southern region of the country capitalizes in the exportation of cotton that this slavery of African American took place. As such, maltreatment of these people happened that is characterized by the discrimination and segregation of the African Americans from the whites. This is also the reason why many African American leaders started to go against this inhumane treatment and asked for changes. Their efforts might have taken a long time before it made a difference but it was worth it. It is also essential that primary resources are use in studying and analyzing the history of African American leadership because it should be taken into consideration that majority of the people who are in power during those times as well as at the present are whites. As such, some of them are capable of manipulating the information about the African American history. Studying the leadership of these African Americans is important because they epitomize how people struggle in order to fight for their rights. They also embody a turning point in the United States history because it was due to their leadership that the country reassesses their idea of freedom and democracy. Furthermore, it plays an important role for the country to understand the present state of African Americans as well as the development and areas for improvement of the situation of these people. Moreover, the lesson learned from this experience would aid the people to make things better so that the mistakes done in the past would not happen again.

To Kill a Mockingbird by Harper Lee :: essays research papers

Scout Finch lives with her brother, Jem, and their widowed father, Atticus, in the sleepy Alabama town of Maycomb. Maycomb is suffering through the Great Depression, but Atticus is a prominent lawyer and the Finch family is reasonably well off in comparison to the rest of society. One summer, Jem and Scout befriend a boy named Dill, who has come to live in their neighborhood for the summer, and the trio acts out stories together. Eventually, Dill becomes fascinated with the spooky house on their street called the Radley Place. The house is owned by Mr. Nathan Radley, whose brother, Arthur (nicknamed Boo), has lived there for years without venturing outside. Scout goes to school for the first time that fall and detests it. She and Jem find gifts apparently left for them in a knothole of a tree on the Radley property. Dill returns the following summer, and he, Scout, and Jem begin to act out the story of Boo Radley. Atticus puts a stop to their antics, urging the children to try to see life from another person's perspective before making judgments. But, on the last day of summer, the three sneak onto the Radley property, where Nathan Radley shoots at them. Jem loses his pants in the ensuing escape. When he returns for them, he finds them mended and hung over the fence. The next winter, Jem and Scout find more presents in the tree, presumably left by the mysterious Boo. Nathan Radley eventually plugs the knothole with cement. Shortly thereafter, a fire breaks out in another neighbor's house, and during the fire someone slips a blanket on Scout's shoulders as she watches the blaze. Convinced that Boo did it, Jem tells Atticus about the mend ed pants and the presents. To the consternation of Maycomb's racist white community, Atticus agrees to defend a black man named Tom Robinson, who has been accused of raping a white woman. Because of Atticus's decision, Jem and Scout are subjected to abuse from other children, even when they celebrate Christmas at the family compound on Finch's Landing. Calpurnia, the Finches' black cook, takes them to the local black church, where the warm and close-knit community largely embraces the children. Atticus's sister, Alexandra, comes to live with the Finches the next summer. Dill, who is supposed to live with his new stepfather in another town, runs away and comes to Maycomb. Tom Robinson's trial begins, and when the accused man is placed in the local jail, a mob gathers to lynch him.

Summer Holiday

Describe how you have spent summer (or long school) vacations during the past two years. Few years ago, we took a vacation to my grandmother’s place. It was a long exhausting journey to our destination I remember traveling in that crowded bus and from then on I don’t remember how I got from that bus to my grandmother’s home. I just recall sleeping through out the entire journey. The very next morning we decided to leave for a nearby waterfall. I took the responsibility to pack our snacks and dry fruits.We left around 8 o’clock in the morning. It was sunny and humid, so we decided to just rest and start out early the following morning. We went on the jeep, which was named by the local as â€Å"Moon Car†. The bumpy roads and the strong wind made us feel that we were dancing with the breeze. We were very close to the downstream of the fall when we saw a man preparing to do his bungee jump. The man had dropped his coat over the side of the hill and we a ll watched as it fell and swirled around in the whirlpool.After that we went to â€Å"Subholong†, it is one of the small villages in the south eastern region of Bangladesh which has its own waterfall. When the boat reached close to the bottom of the falls everyone could feel the power of the falls by the incredible mist and loud roar of Subholong fall. The incredible history of my ancestors related to this falls came to life when I actually viewed them with my own eyes. Neither novel could possibly give an understanding of the vastness of the falls nor could it bring to life the remarkable history behind this amazing wonder of nature.After the boat ride, we met the village’s chairman; he had a very fast Chakma accent. He helped us decide what attractions were worthwhile. After visiting the place and the fall we decided to make our way to my grandmother’s place. It was my father who stopped us not to leave that place but unfortunately except me no one gave ears t o his words. Ultimately my father and I were left behind in that place. The chairman of that village gave us a small room in his bamboo house to spend our night.One cannot fully comprehend the fall’s true beauty. The moon’s light reflected various-colored lights which illuminate the fall. The lights change every few minutes fading in and out, softening the effect of the water. A photograph could capture only a small portion of Subholong Fall. A simple snapshot could never capture the rushing sound of the water pouring over and splashing into the basin below. To fully take in the sights and sounds of the falls, one would have to visit it by one’s own will.Although many photographers and artist have tried to capture the essence of this fall’s beauty, but no picture could possibly do its justice. A simple description of this fall might not justify its natural beauty. However, childhood imaginations and simple visit could never render true the spectacular dis play that Subholong Fall offers. I am pleased to say that I am among the many that have traveled to see this amazing spectacle which nature has given to us.

Personal Statement On Interpersonal Communication

The relationship I have with my husband is comfortable, which fits under the definition of interpersonal communication. According to McCornack, â€Å"interpersonal communication is defined as a dynamic form of communication in which the messages exchanged significantly influence their thoughts, emotions, behaviors and relationships† (McCornack pg. 9). This relationship meet the criteria for interpersonal communication because we know each others boundaries and when we talk the overall message sent to each other effects our emotions and relationship. For example we like to cook together some times and when we talk we know not to criticize each other on how we cook or if we accidentally do something wrong. Another example could be when cleaning the house I know my husband doesn’t like to do the dishes and he knows I don’t like doing the laundry so we communicated and traded chores to help each other out. 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