Creating an effective communication mix. Measuring results against objectives.
51 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Huiqing Chen
Scoop.it!

William Oakley's Blog | Marketing Communication MIX of Dove ...

William Oakley's Blog | Marketing Communication MIX of Dove ... | Creating an effective communication mix. Measuring results against objectives. | Scoop.it
Dove being brand has targeted to promote beauty which is real and authentic, not the beauty that can be deceiving. The most important part of Marketing Mix of the product has been its promotional strategy of the brand.
Huiqing Chen's insight:

This blog basically analyses the reason why Dove made a successful communication. The first, and of course, the most important reason is that Dove has a creative promotion strategy that beauty is real and authentic rather than that can be deceiving.


And using the right media and advertisement is vital as well. Dove put different kinds of women's faces in commercials and advertisement online, to spread the idea that beauty should be real rather than perfection to their target audience: teenagers and mothers. What's more, Dove launched a short flim evolution online to raise people's interests towards the campaign.


The results of Dove's advertising are very successful. It is a good combination example of a good idea and a right communication mix. Most Dove's target audiences should be teenagers and mothers, so the internet and commercials on TV can reach them efficiently. The latter short film activity can keep audiences interest for a longer period which is a good implication of communication strategy as well.

more...
Francesca Perry's comment, September 25, 2013 7:46 PM
I agree with what you have said here Parl. Dove is a very good example of effective marketing and how their IMC tools are used. they are consistent across all marketing communication from billboards to ad's and even the packaging they use is simple but classy and is somwthing a every day woman would want to use
Ruby Zhang's comment, September 25, 2013 10:44 PM
I agree, Dove used real woman in their campaigns, as their target audiences are teenagers and mothers, they understand that real woman could have more appear to their target customers as the customers could relate themselves to the real woman in the campaigns. that can make their customer feel if Dove could make the woman in the campaigns feel beautiful, then it could make them beautiful as well. It is a great communication strategy by really understanding their target customers.
Parambir Singh's comment, September 26, 2013 1:27 AM
Innovation and creation can be easily seen in the communication strategy. By showing different faces in their ads they address their target audience and spread an idea that their product is for women from all walks of life, weather teenager or middle age, their product is for everyone.
I stand with Parl’s insight that the company Dove has perfectly identified their target market and is using appropriate communication and marketing strategy.
Scooped by Huiqing Chen
Scoop.it!

What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Creating an effective communication mix. Measuring results against objectives. | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
Huiqing Chen's insight:

This article mentioned some important factors which will influence marketers' decisions in making a communication mix. Firstly, no marketer should expect that a one-fits-all communication mix strategy which can be applied to all products. As different products have different target customers, the communication mix should be adjusted accordingly. As well, the chosen media should fits the target customers and the whole communication mix strategy should fits the nature of a product. Sometimes, the customer relationship strategy should be taken into consideration too.


Although this is a short article, it clearly illustrates some essential factors in communication mix. It gives audiences a strong idea that all communication mix should be decided carefully and accordingly. A product should be assigned a suitable communication mix instead of using the most popular communication media like social media. Making a communication strategy with careful consideration before applying the strategy can make it more efficient in long term.

more...
Anna Shen's comment, September 26, 2013 10:43 AM
Hey Chontelle, you have pointed out some good and interesting points regarding this article. I agree that it is a key factor for marketers to understand not everyone is the same, therefore by tailoring is needed to target different types of consumers in the market. I also agree with your example that you have provided, where 50 years olds lack in the area of using social media to connect with companies. Lastly I agree that going back to basics is a great starting base to build an effective communication mix from.
Vic Methven's comment, September 26, 2013 10:15 PM
Hey Chontelle, I agree with the points you have summarised in this article especially marketers needing to understand that consumers will not all think and act the same as each other, therefore it is a key factor to make sure marketers fulfil the needs of their entire target audience and not just one segment of consumers. I also agree that an effective communication mix has to be planned to perfection with correct execution.
Sheenal Prakash's comment, September 26, 2013 11:07 PM
When launching a new product companies need to focus on the marketing mix and look at the different marketing communications of the company and determine which of the would be most effective to getting the message across to the target audience. You must determine which marketing communications are actually active in the social groups and are common among the targeted demographics to see what mix of these communications will likely be able to give you the best return on investments