Advertising and Dove
Individual Hand-In Case
“Hips Feel Good” Dove’s Campaign for Real Beauty
TABLE OF CONTENTS
EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective .......................................................................................................................................................3 Strategy ..........................................................................................................................................................3 Target.............................................................................................................................................................3 Proposed Elements ....................................................................................................................................4 Advertising....................................................................................................................................................4 Website .........................................................................................................................................................5 Public Relations.............................................................................................................................................6 Integration of Campaign Elements.......................................................................................................7 Success in Meeting Objectives ...............................................................................................................7 RECOMMENDATIONS .........................................................................................................8 ENDNOTES
“Hips Feel Good” Dove’s Campaign for Real Beauty
TABLE OF CONTENTS
EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective .......................................................................................................................................................3 Strategy ..........................................................................................................................................................3 Target.............................................................................................................................................................3 Proposed Elements ....................................................................................................................................4 Advertising....................................................................................................................................................4 Website .........................................................................................................................................................5 Public Relations.............................................................................................................................................6 Integration of Campaign Elements.......................................................................................................7 Success in Meeting Objectives ...............................................................................................................7 RECOMMENDATIONS .........................................................................................................8 ENDNOTES