M3D1 Dove: Campaign for Real Beauty<\/p>\n
When preparing for your discussion post on this case, it is recommended that you read through it several times.
\n\u2022\tRead through it the first time to familiarize yourself with the prompt.
\n\u2022\tOn the second reading, consider your assigned role in the situation, and let that guide your perspective.
\n\u2022\tLook deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.
\n\u2022\tNext, consider the concepts, theories, tools and research you need to use to address the issues presented.
\n\u2022\tThen, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.
\nBACKGROUND
\nThe Dove Campaign for Real Beauty focused on women\u2019s relationship with beauty and self-worth. Based on a report in 2004, Dove used the findings to launch an ad campaign using posters and billboards to challenge the concept of beauty. In the short video, Dove Evolution
\n(Links to an external site.)
\n(Video file, 1 min 14 sec), you can see the transformation of one plain woman into a beauty using make-up and technology. The concept in the
\nEvery Girl is Beautiful
\n(Links to an external site.)<\/p>\n
(Video file, 49 sec) video was conceived after Dove management attended an off-site meeting and filmed their own daughters discussing their self-esteem challenges. In this case study, you will explore the value of connecting with an audience on a very personal level and in a way unrelated to the standard product value proposition.
\nPROMPT
\nYou have been given a new beauty products account by your company\u2019s marketing Manager. The Manager tells you that the company wants the marketing strategy to model the Dove Campaign. Read the Case Study: Dove Campaign for Real Beauty
\n(Links to an external site.)
\nand watch the videos Dove Evolution
\n(Links to an external site.)
\n(Video file, 1 min 14 sec) and
\nEvery Girl is Beautiful
\n(Links to an external site.)<\/p>\n
(Video file, 49 sec). Draft a memo to the Manager addressing the following questions.
\nTasks:
\n1.\tIn the discussion forum, answer the following:
\na.\tHow did the Dove campaign connect with the target audience and how would you evaluate the overall effectiveness of that strategy?
\nb.\tDid the campaign show an awareness of consumer behavior and the role of motivation? In what ways and how did that shape the development of the strategy?
\n2.\tIn response to your peers, take on the role of their Marketing Manager. Do you feel their recommended marketing strategy will produce the same results as the Dove Campaign? Why or why not? Support your answers using relevant, scholarly resources and citations in APA format. Responses should comprise 200-600 words.
\nSupport your answers using relevant, scholarly resources and citations in APA format.
\nResponses should comprise 200-600 words.
\nReferences
\nDatamonitor. (2005). Dove campaign for real beauty case study: Innovative marketing strategies for the beauty industry
\n(Links to an external site.)
\n. London, United Kingdom: Datamonitor.
\nConsult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy\/paste the text into the message field, and click “Post Reply.”
\nTo respond to a peer, click \u201cReply\u201d beneath her or his post and continue as with an initial post.
\nAssessment
\nThis discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.<\/p>\n
Links:<\/p>\n
—-<\/p>\n
M3D1 Dove: Real Beauty Campaign<\/p>\n
It is recommended that you read over this case numerous times before writing your discussion post about it.<\/p>\n
\u2022 Read it through the first time to become acquainted with the prompt.<\/p>\n
\u2022 Consider your designated role in the circumstance on the second reading, and let that shape your perspective.<\/p>\n
\u2022 Dig further into the specifics: facts, issues, organizational goals, objectives, policies, and strategies.<\/p>\n
\u2022 Next, explore the concepts, theories, techniques, and research that will be required to address the concerns raised.<\/p>\n
\u2022 Finally, complete any research, analysis, computations, or graphing needed to back up your conclusions and recommendations.<\/p>\n
BACKGROUND<\/p>\n
The Dove Campaign for Real Beauty focused on women\u2019s relationship with beauty and self-worth. Based on a report in 2004, Dove used the findings to launch<\/p>\n","protected":false},"excerpt":{"rendered":"
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