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Unformatted text preview: Doves ads are an example of the societal marketing concept, because they are promoting a worthwhile social goal while they are doing good marketing for the company. This campaign is a great way to target women who do not look like models (most of us) and who are tired of being shown images of perfect looking women. The population is aging, so more and more women will be in that target segment, and they should like this message about real beauty. As a result, they will have positive associations attached to the Dove brand. So, this example seems to me to be effective marketing for the company and the brand....
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- Spring '12