trade final draft

trade final draft - Patricia Shi 2383 Remora Drive Rowland...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Patricia Shi 2383 Remora Drive Rowland Heights, CA 91748 September 25, 2007 Jack Neff Advertising Age 711 Third Avenue New York, NY 10017-4036 Dear Mr. Neff: This letter is a response to your article “Soft Soap: In Its Campaign for Real Beauty, Dove Tells Women That They Are Beautiful as They Are. But the Push Is Showing Signs of Aging” that was published on September 24, 2007 in Advertising Age . I agree with you on the fact that Dove’s sales had slowed down in recent years, but I want to challenge you on the idea that Dove’s Campaign for Real Beauty is a failure. The Campaign for Real Beauty is not only trying to make the sales, it’s challenging contemporary stereotypes of media-defined beauty. Also, it’s building a healthy corporate image and higher self-esteem for women in all ages. Dove has to follow its brand image on “real beauty”, and people will begin to realize a brand that promotes natural beauty is going to have good products and better impact on the society. You stated “As Dove’s widely landed Campaign for Real Beauty enter its fourth year, the results aren’t looking so pretty anymore (Neff)” on the first line of your article. I assume the “results” you are talking about is the sales numbers, but I think whether an advertising campaign is successful should not only rely on the numbers in sales, but also on building a corporate image and creating value in our society. The evidence you used to support “the Campaign for Real Beauty wasn’t moving the needle much even before the grandmas started strutting their stuff...” is the percentage in sales’ growth. After growing 12.5% in calendar 2005 and 10.1% last year, Dove sales are up only 1.2% to $604 million for the 52 weeks ended Aug. 12, according to Information Resources Inc. Dove also lost 0.3 share points, declining to a cumulative 7.2% share across its many categories. The slowing is more pronounced in the 24 weeks ended Aug. 12, with Unilever's sales flat and share off 0.4 points compared to a year ago (Neff).
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern