Dove Real Beauty Skin Deep & Sketches' Campaign Case Study
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Using the attached please assit with the following
1. Dove's campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do
you agree?
2. Some people argue that fashion products are "aspirational"; they encourage consumers to think about what they
could be rather than what they are. Do you believe this is true? Reflect upon your own buying habits in this area
with respect to the self-concept and ideal self.
3. Discuss how the hierarchies of effects within this particular industry might affect consumer buying decisions.
4. Examine three personality characteristics identified in the textbook in Chapter 7 that would evaluate this Dove
campaign differently. Why do they view the campaign differently? How might this affect the marketing team at
Dove? What would you recommend?
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Solution Summary
Solution discusses responses to the following
1. Dove's campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do
you agree?
2. Some people argue that fashion products are "aspirational"; they encourage consumers to think about what they
could be rather than what they are. Do you believe this is true? Reflect upon your own buying habits in this area
with respect to the self-concept and ideal self.
3. Discuss how the hierarchies of effects within this particular industry might affect consumer buying decisions.
4. Examine three personality characteristics identified in the textbook in Chapter 7 that would evaluate this Dove
campaign differently. Why do they view the campaign differently? How might this affect the marketing team at
Dove? What would you recommend?
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1. Dove's campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do you agree?
* Yes, of course advertising and all forms of media has the power to determine what we find attractive or unattractive. Everything from the latest fashion, to ideas propagated in the entertainment industry, or on the media causes consumers to become 'familiar' with products, brands, or styles to influence our behavior and buying choices. Many institutes like, Travis Stock study human and consumer behavior for these reasons. Dove's assumptions are totally correct, although they are based on the average unconscious buyer who knows nothing about consumerism and marketing. Yet, still, it's all good, since planet Earth and nature itself has something for everyone; and in business, as there is a shopper or buyer for every product.
2. Some people argue that fashion products are "aspirational"; they encourage consumers to think about what they could be rather than what they are. Do you believe this is true?
* Yes, all products - fashion or otherwise - are "aspirational" and they ...
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