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This document summarizes an advertisement for Vaseline petroleum jelly. The advertisement uses emotional appeal by showing the difficult daily labor and situations faced by rickshaw pullers throughout different seasons. It creates a sense of trust in the brand by lower income people and shows the reliability of Vaseline in protecting skin. However, the emotional appeal may not be effective and the product cannot directly address the root causes of the rickshaw pullers' misery. The advertisement could be improved by showing how Vaseline can help the lower income community and better highlighting the key benefits of the product itself.
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This document discusses different types of advertising appeals commonly used in Indian advertisements, including fear, humour, music, and fantasy. It provides examples for each type of appeal. Humour advertisements are illustrated using ads from Fevicol and Colgate that use jokes or funny scenarios to promote their products. Fear advertisements are exemplified by life insurance and anti-smoking ads that aim to evoke an emotional response. Musical advertisements like those from Idea and Dairy Milk incorporate catchy jingles to increase recall. Fantasy advertisements take imaginative approaches like the Zoozoos characters in Vodafone ads or the Amul girl mascot.
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Unilever: Hypocrisy or Good Marketing?
Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow
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Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
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Dove - Brand and Social Media case study
The document summarizes Dove's "Campaign for Real Beauty" marketing campaign. It discusses the evolution of the Dove brand from focusing on functional benefits to promoting a message of confidence and natural beauty. It also analyzes pros and cons of the campaign, and recommends that Dove refocus the campaign on connecting specifically to its products and how they make women feel beautiful.
Cult branding
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It all started with a mouse - A case study on disney
Disney targets a vast market from children to adults by understanding how people's interests change as they grow up. It promotes brand loyalty through word of mouth among friends and families and partnerships with other popular brands like Hannah Montana and PSP. Disney organizes concerts and events at its resorts and colleges to engage people of all ages and show through its advertisements that it offers entertainment for people of any age group.
Word of Mouth Marketing
This document discusses various types of word-of-mouth marketing strategies. It defines word-of-mouth marketing as unpaid promotion through customer recommendations. Viral marketing spreads information through unconventional online means like videos or emails. Participation marketing involves customer input and participation. Influencer marketing uses influential people to promote brands. Cause marketing raises awareness for social issues. Advocate community marketing supports communities around causes or interests. Buzz marketing amplifies original marketing messages through customer interactions. Examples are provided for each type.
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This document discusses different types of advertising appeals commonly used in Indian advertisements, including fear, humour, music, and fantasy. It provides examples for each type of appeal. Humour advertisements are illustrated using ads from Fevicol and Colgate that use jokes or funny scenarios to promote their products. Fear advertisements are exemplified by life insurance and anti-smoking ads that aim to evoke an emotional response. Musical advertisements like those from Idea and Dairy Milk incorporate catchy jingles to increase recall. Fantasy advertisements take imaginative approaches like the Zoozoos characters in Vodafone ads or the Amul girl mascot.
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Unilever: Hypocrisy or Good Marketing?
Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow
Unilever(axe and dove)
Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
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This document analyzes four magazine ads and summarizes each one. The Volkswagen ad appeals to fun and uses branding to show that owning a Volkswagen allows one to have fun like a guitarist. The Tag ad appeals to power and uses perceptions of beauty to suggest its product will make one attractive and irresistible. The Pepsi ad illustrates fun through a businessman blowing bubbles to show one can have fun at any age through a state of mind. The Macquarie ad fulfills freedom by suggesting it helps one achieve financial independence through spotting business opportunities faster than other advisers.
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The document summarizes Dove's "Campaign for Real Beauty" marketing campaign. It discusses the evolution of the Dove brand from focusing on functional benefits to promoting a message of confidence and natural beauty. It also analyzes pros and cons of the campaign, and recommends that Dove refocus the campaign on connecting specifically to its products and how they make women feel beautiful.
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It all started with a mouse - A case study on disney
Disney targets a vast market from children to adults by understanding how people's interests change as they grow up. It promotes brand loyalty through word of mouth among friends and families and partnerships with other popular brands like Hannah Montana and PSP. Disney organizes concerts and events at its resorts and colleges to engage people of all ages and show through its advertisements that it offers entertainment for people of any age group.
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This document discusses various types of word-of-mouth marketing strategies. It defines word-of-mouth marketing as unpaid promotion through customer recommendations. Viral marketing spreads information through unconventional online means like videos or emails. Participation marketing involves customer input and participation. Influencer marketing uses influential people to promote brands. Cause marketing raises awareness for social issues. Advocate community marketing supports communities around causes or interests. Buzz marketing amplifies original marketing messages through customer interactions. Examples are provided for each type.
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Unilever case study (Axe & Dove)
Personal Marketing of Unilever brands Axe and Dove since 1983.
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Dove go fresh (digital marketing)
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The Yardley brand is launching an advertising campaign in India called "The Yardley Experience" to position the brand and associate it with consumers' emotions. Traditionally, perfume brands used sex appeal but Yardley's target group is more sophisticated. The campaign will feature TV, print, radio, and online ads to create brand awareness and recall by showing images representing human emotions. The goal is to make Yardley an intrinsic part of customers' lives by relating the brand to their experiences.
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[Project] Consumer Perception and strategies of DOVE Soap
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
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2. Pepsi's advertising strategy targets teens and young adults and uses creative promotions featuring music and sports to attract its audience. It spends over $1 billion annually on advertising.
3. Pepsi positions itself through various media like print, outdoor, television, internet and music partnerships. It uses emotional branding through sports sponsorships and iconic slogans over the decades to connect with customers.
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Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
Advertising appeals
This document discusses different types of advertising appeals that can be used to attract consumers and influence their feelings toward a product or service. It defines advertising appeal and explains the relationship between advertisements and appeals. The major types of appeals discussed are rational, emotional, and moral appeals. Rational appeals focus on functional benefits while emotional appeals relate to psychological and social needs. Moral appeals encourage supporting social issues. Within each type are subsets like feature, competitive advantage, and news appeals for rational; fear, positive emotion, and humor for emotional; and social justice for moral. Other appeals mentioned are music, bandwagon, and romance appeals.
Advertising The basics
The document discusses various advertising techniques, both overt and covert. It defines advertising and explains how it works to promote products and services. Overt techniques discussed include repetition, shock tactics, using sex, stereotypes, and appealing to needs, fears and aspirations. Covert techniques include product placement in films and TV, sponsorship, plugging products in stores, and promotional plugging on talk shows. The document asks the reader to devise an advertising campaign using overt and covert techniques for a selected product, considering the target audience.
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Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Unilever case study (Axe & Dove)
Personal Marketing of Unilever brands Axe and Dove since 1983.
Axe and Dove have been successful through personal marketing strategies like direct communication with customers and creating buzz through unconventional media. Both brands have established strong images through unique campaigns.
While personal marketing can be taken too far if the strategy fails or brand image becomes desperate, there is no conflict of interest between Axe portraying women as sex symbols and Dove's "Real Beauty" campaign. Although controversial, both brands' campaigns have been effective for Unilever.
Yardley- Marketing Campaign
The Yardley brand is launching an advertising campaign in India called "The Yardley Experience" to position the brand and associate it with consumer emotions. Traditionally, perfume brands used machismo and sex appeal but Yardley's target audience of 25-35 year olds is more sophisticated. The campaign will feature TV, print, radio, online and person-to-person elements to create brand awareness and recall by portraying different human emotions and experiences with the products. The goal is to make Yardley an intrinsic part of customers' lives.
Social Media Strategy - Yardley London
The document outlines Yardley's social media strategy. The objectives are to generate brand awareness, build consumer engagement, and enhance brand-consumer participation. The approach includes offering free samples, providing skin care tips to fans, discount vouchers for online shopping, live chats with experts, and paid Facebook ads. Suggested Facebook posts provide humor, tips, and videos. Recommended tweets are around 100 characters, use URL shorteners, provide answers to questions or surprising facts. Proposed polls and contests aim to further engage fans and gather market research.
Hamburger Make Up (Print Ad Analysis)
This document discusses an advertising campaign by Burger King that used makeup to resemble hamburgers. The campaign's goal was to appeal to beauty-savvy females and encourage the perception of getting a "tasty new look" by eating at Burger King. It utilized contrast techniques by making the makeup stimuli stand out from other beauty products. Reviews found the campaign was quite effective at targeting and attracting its consumer group, using an appropriate technique to generate awareness of their burgers.
Marketing Plan - Yardley
The Yardley brand launched an advertising campaign called "The Yardley Experience" to position the brand and associate it with consumers' emotions. Traditionally, perfume brands used sex appeal but Yardley's target group is sophisticated enough to understand that. The campaign aims to motivate customers to relate the brand to various emotions and make it an intrinsic part of their lives. It uses the color gold, slogan, pictures, videos, jingles, and online/social media advertising to capture different human emotions and convey the brand's legacy of luxury.
Unilever's real beauty campaingn for dove
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
ads examples analysis
This document analyzes various advertisements and identifies their key components. It discusses elements like the purpose of visuals, headline types (informed, benefit, command), directions or calls to action, inspirational messages, and types of appeals used. Elements identified across ads include showing the product, capturing attention, identifying the subject, providing continuity, and creating a good impression. Appeals noted include less than perfect, glittering generalities, humor, romance, rational, and transferring feelings.
D O V E M E N +
The document discusses Dove's new line of men's personal care products. It provides an overview of the Dove brand and its mission of expanding perceptions of beauty. The new Dove Men+Care line includes soaps, deodorants, body washes, and shaving products. The communication for Dove Men aims to promote the concept of feeling comfortable in one's own skin, similar to previous Dove campaigns. However, the messaging may need modification to clearly explain the benefits men will receive from Dove products. Suggestions are provided for improving the online marketing strategy to better target the male audience.
Dove go fresh (digital marketing)
Dove launched a digital marketing campaign called "Showeroke" to promote its new Dove Go Fresh product and expand its customer base. The campaign invited women to upload videos of themselves singing in the shower while using a Dove Go Fresh product. YouTube was used as the main platform, and a microsite called "Shower Remixer" allowed users to customize shower scenes. The top video performers then sang live at an event, increasing brand loyalty and product penetration for Dove Bar and body wash. The campaign was successful in achieving Dove's business objectives.
Pepsi Emoji Campaign Analysis
The purpose of this presentation is to determine the effectiveness of Pepsi’s latest global ad campaign based on the AIDA model, and their use of global ad elements, and their new advertising approach development. Pepsi creates a unique advertising campaign, even in a market that has already seen quite a variety of emoji advertisements and promotions, and even though their ads could be much more personable. Pepsi’s emoji cans allow individuals to further express themselves both in the real and the digital world.
Cult brand
Cult brands develop extremely loyal customer bases, called "true believers", by selling a lifestyle rather than just a product. Apple and Harley Davidson are examples of cult brands - Apple builds products its fans want, while Harley Davidson fosters a culture of customization and owner clubs. Cult brands have advantages like low price sensitivity, strong competitiveness, and free word-of-mouth advertising from loyal customers. However, they also face challenges in adapting to changing markets and risks losing focus if management strays from the brand's core.
Dove Soap Changing Consumer Behavior for Women
Unilever launched the Campaign for Real Beauty (CFRB) in 2004 to promote a broader definition of beauty using Dove products. Prior concepts of beauty were narrow, focusing only on youth and certain physical attributes. The CFRB aimed to challenge stereotypes and encourage discussion. Research showed that advertising did not reflect consumers' views of beauty. Dove continued surveys in 2005 and 2006 that reinforced earlier findings and informed their marketing strategy of using inclusive messages to attract customers by positioning soap as a beauty product at an initially low price. Some critics argued Dove's messages contradicted selling products aimed at physical changes, but the campaign was largely successful in branding.
Yardley ad campaign
The Yardley brand is launching an advertising campaign in India called "The Yardley Experience" to position the brand and associate it with consumers' emotions. Traditionally, perfume brands used sex appeal but Yardley's target group is more sophisticated. The campaign will feature TV, print, radio, and online ads to create brand awareness and recall by showing images representing human emotions. The goal is to make Yardley an intrinsic part of customers' lives by relating the brand to their experiences.
Gaureilla
Guerrilla marketing uses unconventional and creative promotion methods to engage audiences at a low cost. It aims to generate buzz and viral sharing. The term was coined in 1984 when Jay Conrad Levinson published his book on small companies competing with larger advertisers. Guerrilla marketing borrows from guerrilla warfare tactics by having smaller groups take on larger opponents unconventionally. Examples of guerrilla marketing techniques include undercover marketing, astroturfing to create fake grassroots movements, ambush marketing at sponsored events, ambient ads that create brand recognition subtly, and experiential marketing that lets consumers experience a product directly. Some famous guerrilla campaigns include 3M offering money to break unbreakable glass, UN
[Project] Consumer Perception and strategies of DOVE Soap
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
Ads magazine
The document analyzes and summarizes 4 different advertisements. Ad 1 is for headphones and focuses on fun and being awarded. Ad 2 is for shoes and emphasizes power and durability testing. Ad 3 is for soft drinks and targets health and youth. Ad 4 is for skyscrapers and appeals to freedom of thought and making big projects possible. The ads were chosen to represent the themes of fun, power, freedom and basic human needs.
A Brand Comparison of Dove vs. Olay
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
how pepsi positioning takes place
1. The document discusses the positioning strategies used by Pepsi for its soft drink brand. It covers different types of positioning such as benefit, price, quality, and competitor positioning.
2. Pepsi's advertising strategy targets teens and young adults and uses creative promotions featuring music and sports to attract its audience. It spends over $1 billion annually on advertising.
3. Pepsi positions itself through various media like print, outdoor, television, internet and music partnerships. It uses emotional branding through sports sponsorships and iconic slogans over the decades to connect with customers.
Dove Overall Research
Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
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[Project] Consumer Perception and strategies of DOVE Soap
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- Elements that characterize great advertising including strategy, creativity, execution, and achieving objectives for both the sponsor and consumer.
Advertisement
This document discusses advertising objectives and strategies. It provides examples of different advertising objectives like informing, persuading and reminding customers. It also discusses different message execution styles like slice of life, lifestyle, fantasy, mood/image, musical, personality symbol, technical expertise, scientific evidence, and testimonial evidence. The document covers factors to consider when setting an advertising budget, like the product life cycle stage and competition. It also discusses developing advertising strategies, creating effective advertising messages, and selecting appropriate media to reach the target audience.
Dove ad Campaign
Dove's advertising campaigns have evolved over the decades from the 1950s to today. Early ads in the 1950s emphasized that Dove was different from soap by focusing on its moisturizing properties. Ads showed how Dove "creams while you wash" and leaves skin feeling smoother than soap. In the 1960s, ads targeted women more directly and highlighted femininity and pampering oneself. Later campaigns in the 2000s and beyond featured real women of all ages and body types, helping to redefine societal beauty standards. Overall, Dove has consistently messaged that its products provide moisture and nurture natural beauty.
Advertising: The Basic Things to Know!
Advertising is not just the oldest but the ever-growing part of existence and business. We all need to know these basic things about Advertising.
Various advertisement appeals
Here is presentation on Mass media communication and Topic is Various Advertisement appeals which focuses particular Bandwagon,Endorsement, Adventure, Empathy, scarcity, Less than perfect, and static appeal. It a part of My Semester evaluation activity. Submited to Professor Dr.Dilip Barad
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Advertising Appeals
Hello everyone! I am the student of English Language and Literature, and here i would like to share my academic work.
Advertisement & It's Appeal
Hansa Bhaliya submitted a paper on advertisement appeals to MKBU's Department of English. The paper discusses the definition of advertising as a paid form of non-personal communication used to persuade an audience. It examines different types of advertising appeals including emotional appeals related to psychological needs, adventure appeals promising excitement, humor appeals using comedy, youth appeals targeting young consumers, scarcity appeals emphasizing limited availability, and rational appeals focusing on product features. While emotional appeals engage consumers' emotions, rational appeals provide practical product information. Both positive and negative emotions are used in advertising campaigns.
Module2
This document discusses media literacy in the context of advertising. It defines advertising and explains that the goal is often not to sell the product directly but rather positive qualities associated with it. Common advertising techniques are described, such as using weasel words, celebrity endorsements, and appealing to emotions over facts. Students are instructed to analyze example ads and identify the techniques used. They learn that ads aim to manipulate consumers' desires rather than objectively promote the product. The takeaway is the importance of critical thinking to recognize advertising techniques and how ads don't always sell the actual product.
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7 star final presentation
- 2. 7 Stars G r o u p Syed Mujtaba Ali Id No: 19170204597 Joy Ank Nicholas Gomes Id No: 19170204595 Ashrafur Rahman Id No: 19170204563 Rubel Das Id No: 18140204567 Khandokar Farzana Humayara Id No: 17110204570
- 3. What is advertisement? • Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. • Sponsors of advertising are typically businesses wishing to promote their products or services. • Commercial ads often seek to generate increased consumption of their products or services through “branding", which associates a product name or image with certain qualities in the minds of consumers.
- 4. Advertisement Appeal • The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service or cause. • An advertising appeal can also be viewed as “something that moves people, speaks to their wants or needs and stimulates their interest.”
- 5. Our Advertisement “Vaseline” • Vaseline is an American brand of petroleum jelly-based products owned by British-Dutch company Unilever. • In many languages, the word "Vaseline" is used as generic for petroleum jelly; in Portugal the Unilever products are called Vaselina, and in Brazil and some Spanish-speaking countries, the Unilever products are called Vasenol.
- 7. Overwhelming appeal of the advertisement • Emotional appeal: This advertisement has showed the emotional aspect of rickshaw pullers. Their day to day hard labor & various situations that they face throughout each & every season. • Trust appeal: The advertisement has created a certain trust appeal among the people. It shows the trust of the brand from the lower income people. • Reliability appeal: The advertisement shows the reliability of the brand & the trust of people for the brand itself. • Social message appeal: This advertisement has showed a social message that we should always think & care about those who’re part of our daily lives. • Protecting the people we love: Vaseline's tagline was always to protect the people we care for & love for but this advertisement has express how we should love the people who are part of our everyday life.
- 8. Underwhelming appeal of the advertisement • Emotional appeal: Emotional appeal does not always well & consumers ignore these ads the most. • Rational appeal: Although the advertisement shows about the miserable life conditions of a rickshaw puller but the product itself can not help to rationalize their misery. • Relevancy appeal: The advertise is relevant for a certain period of time (Winter season) whereas the misery of a rickshaw puller is not confined in a single season.
- 9. Recommendations • Bringing change in the (Lower income people)community: If it the advertisement showed how we can bring change to the lower income community then we could have learned many lessons from it • Bringing the key point of the product: The advertisement could have bring out the key point of product itself • Creating diversity: The advertise is focused on one point & therefore it doesn’t show the diversity of the brand. They could have showcased their other products & create a diversity