A few years ago dove made a splash with its real

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Unformatted text preview: ears ago, Dove made a splash with its “Real Women” campaign that showed actual consumers, rather than rail-thin models, in their underwear. T he approach not only generated tremendous buzz for Dove but also prompted a 6 percent increase in sales.2 Clearly, this campaign worked. So in Super Bowl, Dove changed everything and tried to appeal to men instead. It showed stages in a man's life—birth, childhood, teens, adulthood—and closed with the tagline “Now that you're comfortable with who you are, isn't it time for comfortable skin?”3 p. 536 T he shift provides another example of continued success; the Dove + Men ad ranked among the top 15 ads shown during the Super Bowl, increased searches for “dove and men” on the Dove website, and earned a 76 percent positive rating among viewers.4 T he buzz is getting further support from Dove's related viral ad campaign—a new tactic on which the company spent more than $153 million in 2009.5 Ad v e r tisin g is a paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action, now or in the future.6 T his definition provides some important distinctions between advertising and other forms of promotion, which we have discussed in the previous chapter. F irst, advertising is not free; someone has paid, with money, trade, or other means, to get the message shown. Second, advertising must be carried by some medium—television, radio, print, the Web, T -shirts, sidewalks, and so on. T hird, legally, the source of the message must be known or knowable. F ourth, advertising represents a persuasive form of communication, designed to get the consumer to take some action. T hat desired action can range from “Don't drink and drive” to “Buy a new Mercedes.” Some activities that are called advertising really are not, such as word-of-mouth advertising. Even political advertising technically is not advertising because it is not for commercial purposes and thus is not regulated in the...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.

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