Marketing and Advertising Psychology

1. MARKETING & ADVERTISING
PSYCHOLOGY –
DOVE AD CAMPAIGN

2. ◦ Advertising, is a single concept of marketing. It is any form of paid non-personal communication of
information and presentation of ideas, goods, or services for the purpose of inducing people to buy.
◦ The process of delivering a message about ideas, good and services, through the media, paid by an individual
sponsor.
◦ The activity of attracting public attention to a product or business, as by paid announcements in the print,
broadcast or electronic media.
◦ Advertising has three primary objectives: to inform, to persuade, and to remind

3. Types of Advertising
◦ Informative Advertising creates awareness of brands, products, services, and ideas. It announces
new products and programs and can educate people about the attributes and benefits of new
or established products.
◦ Persuasive Advertising tries to convince customers that a company’s services or products are the
best, and it works to alter perceptions and enhance the image of a company or product. Its goal
is to influence consumers to take action and switch brands, try a new product, or remain loyal to
a current brand.
◦ Reminder Advertising reminds people about the need for a product or service, or the features
and benefits it will provide when they purchase promptly.

4. Left: Informative Advertising, Right:
Persuasive Advertising

5. In 1704, The first newspaper advertisement is published in the Boston News-Letter. It was
an announcement for seeking a buyer for an estate Oyster Bay, Long Island, NY, US.
Reminder Advertising

6. Types of advertising
◦ A successful advertising campaign will spread the word about products and services, attract customers and generate
sales
◦ The most suitable advertising option for business will depend on target audience and what is the most cost-effective
way to reach as many of them as possible, as many times as possible. The advertising option chosen should also
reflect the right environment for product or service. For example, if you know that target market reads a particular
magazine, you should advertise in that publication.
 Newspaper
◦ Newspaper advertising can promote business to a wide range of customers. Display advertisements are placed
throughout the paper, while classified listings are under subject headings in a specific section.

7.  Magazine
◦ Advertising in a specialist magazine can reach target market quickly and easily. Readers tend to read magazines at their leisure and keep them for longer,
giving your advertisement multiple chances to attract attention. Magazines generally serve consumers (by interest group e.g., women) and trade
(industry/business type e.g., hospitality).
◦ Magazines do not usually serve a small area such as a specific town. If your target market is only a small percentage of the circulation, then advertising may
not be cost-effective.
 Radio
◦ Advertising on the radio is a great way to reach target audience. If target market listens to a particular station, then regular advertising can attract new
customers.
 Television
◦ Television has an extensive reach and advertising this way is ideal if cater to a large market in a large area. Television advertisements have the advantage of
sight, sound, movement and colour to persuade a customer to buy from you. They are particularly useful if you need to demonstrate how your product or
service works.
◦ Producing a television advertisement and then buying an advertising slot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and
costs vary according to:

8.  Directories
◦ Directories list businesses by name or category (e.g. Yellow Pages phone directories). Customers who refer to directories have often already made up their mind
to buy - they just need to decide who to buy from.
◦ The major advantage of online directories over print directories is that if you change your business name, address or phone number.
◦ If target market uses print and online directories, it may be useful to advertise in both, although print directories are being used less.
 Outdoor and transit
◦ There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the road or hoardings at sport stadiums. Transit advertising can be
posters on buses, taxis and bicycles. Large billboards can get your message across with a big impact. If the same customers pass your billboard every day as
they travel to work, you are likely to be the first business they think of when they want to buy a product.
◦ Even the largest of billboards usually contain a limited amount of information; otherwise, they can be difficult to read. Including your website address makes it
easy for customers to follow up and find out more about your business. Outdoor advertising can be very expensive especially for prime locations and supersite
billboards.
◦

9. ◦ Direct mail, catalogues and leaflets
◦ Direct mail means writing to customers directly. The more precise your mailing list or distribution area, the
more of your target market you will reach. A cost-effective form of direct mail is to send your newsletters
flyers electronically to an email database.
◦ Catalogues, brochures and leaflets can also be distributed to your target area. Including a brochure with
your direct mail is a great way to give an interested customer more information about your products and
services.
◦ Online
◦ Being on the internet can be a cost-effective way to attract new customers. You can reach a global
at a low cost. Many customers research businesses online before deciding whom to buy from. A well-
designed website can entice customers to buy from you. There are a number of ways you can promote
business online via paid advertising or to improve your search engine rankings.

10. Using the concept of advertising I’ll be talking about brand
“Dove” toiletries owned by Unilever.

11. The Dove brand of personal care products currently includes everything from shampoos to deodorants to facial
washes. Dove brand products are sold in more than 150 countries and are offered for Women, Men and Babies.
Dove’s logo is a silhouette profile of the brand’s namesake bird.

12.  In 2007, Unilever’s Dove was the world’s number one “cleansing” brand in the health and beauty sector, with sales of
over $2.5 billion a year in more than 80 countries.
 The tagline of dove is Everyday moisture is the key to beautiful skin. The USP of Dove was, Deep moisturizer for all
skin types.
 Dove was tapped to become a Masterbrand in February 2000, it was called on to lend its name Unilever entries in
personal care categories beyond the beauty bar category, such as deodorants, hair care products, facial cleansers etc.
 The brand has a strong focus on “purity, moisture, cleanliness, natural beauty, and touchable skin”.
 The first Dove product, called a beauty bar, was launched in 1957 with the claim that it would not dry out you skin the
way soap did.
 They have since expanded to produce a wide range of personal care products.
 Dove’s commitment to delivering real results is mirrored in their advertisements. For over 40 years, they’ve been using
real women in their ads. But the brand has not always marketed itself in this way.

13. Dove TV Advertisements – 1950’s
In 1957, the first advertisement for the Dove bar ran, boasting it’s “1/4 Cleansing Cream”. The comparative a state that ordinary soaps leave
the skin feeling dry, but Dove “creams your skin while you wash”. The ad encourages users to try an experiment themselves by cleansing
half of their face with ordinary soap and the other half with Dove soap to notice the difference in how velvety and smooth their skin feels.

14. Another advertisement from the 1950’s demonstrates HOW “even the shape” of the Dove beauty bar is different
from ordinary soaps. It is described as being “different, modern, and curved to fit your hand”, “revolutionary”,
and “much better for your skin”. Its cleansing and cleaning properties are used to differentiate the product and the
bar is described as “two blessing in one”. The tagline of this commercial is “creams while you wash”.

15. A print advertisement from the May 9, 1957 issue of The Pittsburgh Press uses the tagline, “Suddenly DOVE makes
soap old-fashioned!” This advertisement, like the other ads of the 1950’s, places the emphasis on Dove’s creaming
qualities and differentiates it from other soaps. In fact, Dove does not refer to itself as a soap at all. It calls itself a
“bath and toilet bar” as a way of differentiating itself as a

16. The series of ads from 1958 countries with comparison of Dove to other soaps. The picture of cream being poured into the Dove beauty bar
to emphasize its moisturizing qualities is a technique still used in Dove’s advertising today. The lathered-up women in the forefront of
flying doves conveys a sense of purity, calm, cleanliness and moisture. The use of these beautiful women with bright red lipstick and
polished nails sensually caressing their Dove beauty bar places an emphasis on beauty and pampering. Dove’s focus is not just an end result
of using the bar but on enjoying the experience of using it.

17. Dove Print Advertisements-1960’s
o In the 1960’s, Dove’s advertising also places a stronger emphasis on pampering and targets itself more directly toward
women. The introduction of a new pink coloured Dove bar with it, “heavenly new fragrance” brings about new advertising. This
advertisement depicts a woman taking a bubble bath with her hair tied in a pink bow, chatting on a pink telephone, and holding up her
pink Dove beauty bar. The femininity is made clear through the use of pink throughout the ad.
o Another ad where a woman’s body is soaped up, her body is in relaxed and sexy position as she playfully blows on the soap
bubbles in her hand. This ad, much like other one places emphasis on Dove as brand to use to feel like, “the most pampered, the most
spoiled, girlest girl in the world”.

18. Dove TV Advertisements-1970’s
This 1972 print takes a new approach “what part of you ages first?” This cop-heavy ad discusses dryness as a factor that makes skin look older
and harsh soaps as being the culprit for dry skin. The ad then asks the reader to try an experiment reminiscent of its older ads: “put you bar of
soap away and wash daily for 4 weeks with Dove”. Throughout the ad, Dove is described as “gentle as rainwater” and able to make skin”
softer, smoother, and younger looking”. This as uses the same side by side comparison technique as used by Dove in previous advertisements.

19. Dove TV Advertisements- 1980’s
This 1985 Dove ad asks women across America to take the Dove 7 Day Test by switching from their ordinary soap to Dove for seven
days. In this ad, Dove is described as being “one thousand times better than soap”. This ad emphasizes on Dove making you prettier due
to its moisturizing effects. This contrasts later ads from Dove’s campaign for Real Beauty which focus on beauty as coming from the
inside. However, the use of challenges or tests for the viewer to try continues to be a running theme throughout Dove’s advertisements.

20. Dove TV Advertisements -1990’s
o In 1991 ads shows a focus group in progress. Participants conduct an experiment by using test strips to determine the harshness of
different soaps. It begins with a focus group participant saying “I consider myself an Ivory girl” and after testing Ivory, saying “That’s
very disappointing…. I don’t want to be an Ivory girl anymore. I want o be a Dove girl now”. The ad is believable because it is real
women doing a real experiment and giving their true, uncensored opinions.

21. ◦ Silvia Lagnado, global brand director of Dove, led a worldwide investigation into women’s responses to the
iconography of the beauty industry to find a new brand definition.A search for fresh perspective began right away
in 2000’s. A process of exploratory market research, consultation which experts, conversations with women, and
message testing led to “The Campaign of Real Beauty”.
 Dove as a brand is brave and encouraging the fresh perspective, contrary to their prior ads, The Campaign for
Real Beauty helped to shatter the stereotypical notion of beauty standards.
 Tick-box campaign. In this campaign, bill boards were erected and viewers were asked to phone 1-888-342-
DOVE to vote on whether a woman on billboard was “outsized” or “outstanding”.

23. Dove’s Campaign for Real Beauty
In 2004, Dove’s advertising changed. The brand launched its “Campaign for Real Beauty” in an effort to widen the definition of
beauty after studies conducted by Dove proved that “the definition of beauty had become limiting and unattainable” and findings
conducted that “only 2% of women around the world would describe themselves as beautiful”
The campaign featured six unconventional women of all shapes, sizes, races and ages to celebrate “real” beauty.

24. ◦ Dove marketing director for the US, Kathey O’Brien, told the press that the company wanted the ads to “change
the way society views beauty”, and “provoke discussion and debate about real beauty”.
◦ The next step in the campaign was particularly controversial. At a Dove leadership team offsite meeting, an effort
was made to engage executives in the idea behind “The Campaign for Real Beauty” by filming their won daughters
discussing their self-esteem challenges.
◦ The impact was enormous, and the Ogilvy and Mather advertising agency quickly turned the idea behind the film
into an ad.
◦ A 2006 ad shows the evolution of a photograph of a real woman after she has her hair and makeup done, lighting
adjusted, and after she is heavily photoshopped before her face is printed into billboard. This ad was part of
Dove’s Campaign for Real Beauty. Tagline is “No wonder our perception of beauty is distorted”, the ad functions
as a way to show how unrealistic and unattainable beauty is as depicted in magazines and on billboards.

26. ◦ This pro-age ad, a part of Dove’s Campaign for Real Beauty, celebrates older women who are often forgotten
in advertising and not considered to be the stereotype of beauty. These advertisements like other, do not sell
the brand rather advertise a positive movement for consumers to get involved with. The ads challenge the
definition of beauty by asking, “wrinkled?” or “wonderful?” and through the tagline, “Beauty has no age limit”.
At the same time Dove establishes a very well-respected reputation among young and old. By supporting
self-esteem.
◦ Dove is relatable to women who struggle with their self-esteem. Unlike 1972 printing ad, this Dove ad
embraces and celebrates age in positive campaign,

27. 2013- New Dove ad shows camera shy women hiding their faces away from the camera in comparison to young girls eager to show their
faces. The ad asks. “When did you stop thinking you were beautiful?” and encourages women to “be your beautiful self”. These types of
advertisements do not sell any particular Dove product but rather sell the brand as one that cares and supports women’s issues like self-esteem
and confidence.
Dove Real Beauty sketches- Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful.
At Dove, we are committed to creating a world where beauty is a source of confidence, mot anxiety. So, we decided to conduct a compelling
social experiment that explores how women view their own beauty in contrast to what others see.

28.  Dove’s Social Media presence is very large and interactive, Dove brand has highest mentions on social media sites
compared to other big brand s like Olay, Ivory, and Suave. Lately, Dove is very active with keeping their consumers
engaged by replying to their comments, offering coupons.
 Dove is active in all the social networking sites like- Facebook, Instagram, Twitter and Dove website also Dove app.
 Although, Dove has always been a brand that targets women and girls of all ages, recent efforts have been made to
promote awareness of their line of men’s care products. This has been accomplished through a new campaign,
“Journey to Comfort” which features famous athletes endorsing their products. Dove’s ads targeted at men are
significantly more light-hearted than the commercials targeted at women and often incorporate humour.

30. Real Ads by REAL Women Contest, to invite
consumers to create their own ads for Dove
Cream Oil Body Wash.

31. Conclusion
 They featured real women in their campaigns as models were too perfect for most women to aspire for.
 They as a brand broaden the definition of “Beauty”.
 The campaign was different innovative and connected well with the customers rather than the
conventional approaches from beauty industry.
 Broke the stereotypes of promoting beautiful models and idolizing as beauty standards.
 Thought there was very less connection between ads and Dove products and it limited their future
marketing campaigns.
 Dove is one of the top 10 brands in health and business value, total sales rose by 6% and number of
visitors for the website by 200