IMC report: Dove winning in China Intro to Advertising (MKTG1294) Nguyen Trung Kien (3425426) Group 1 In 2010 Dove faced a serious crisis in Chinese market. Dove’s sales declined rapidly‚ while its main competitor‚ Olay‚ grew. Comparing to other top five shower gel brand Dove had a tiny 2% market share. Dove was expensive and not well distributed. In addition Chinese women considered Dove to be worse then Olay. So it is rational for Dove to withdraw from Chinese market. However they decided
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Since 2004 when a study showed that only 2% of women believed they were beautiful Dove has has been rallying females up and promoting the idea of real beauty and that they are worth so much more than their appearance. So why is it that they continuously advertise the idea of beauty‚ through recent promotional videos it is evident that Dove still hold a standard for beauty‚ The Dove Real Beauty campaign targets girls from ages nine all the way to the elderly. One may think that they are offering
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CATEGORIES OF NON-VERVAL COMMUNICATION Body movements‚ gestures and postures Kinesics is the interpretation of body language such as facial expressions and gestures — or‚ more formally‚ non-verbal behavior related to movement‚ either of any part of the body or the body as a whole. Gesture is a form of non-verbal communication in which visible bodily actions communicate particular messages‚ either in place of speech or together and in parallel with words. Gestures include movement of the hands
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Once you put all of your company’s products into their respective categories‚ you then consider these rules: 1. Stars: invest your marketing dollars in these since they could become dominant market leaders 2. Cash Cows: milk these to provide the cash to invest in your stars and a few question marks 3. Question Marks: invest in the most promising of these as well — but only a few 4. Dogs: cut the leash and let these go to the highest bidder for some much needed cash To illustrate‚ imagine
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Trophic Categories: 1. Producers 2. Consumers 3. Detritus feeders and decomposers Producers = organisms that capture energy from the sun or from chemical reactions to convert carbon dioxide to organic matter Organic Matter vs. Inorganic Matter -Matter that makes up the bodies of living things generally characterized by the presence of carbon and hydrogen bonds. Most producers are green plants. 1. Autotroph i. Chemosynthetic bacteria ii. Green plants iii. Algae 2. Heterotroph
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Effective Campaigns: Dove “ Campaign for real Beauty” I find the Dove “ campaign for real beauty” supremely effective and powerful. The campaign consists on taking real woman‚ as opposed to supermodels‚ to be the model in their commercials. In the campaign‚ we can see women that may be not to pretty or not to skinny to be models‚ but because Dove enforces real and common beauty‚ we perceive them as such. As happy and proud women of their bodies‚ even though they are not the perfect stereotype of
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appearance strayed from the stereotypical beauty standards that are commonly seen in the media.The Dove Campaign for Real Beauty was communicated to the public through print and television advertisements‚ Web site‚ workshops and films. Dove wanted to get “real” feedback by having the ads ask viewers to judge the women’s appearances. In February 2007‚ the third phase of the campaign was introduced with Dove using advertisements that targeted women 50 years and older. This celebrated the beauty in older
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|Products |Description |Prices | | | | |[pic] |[pic] | |Brand name |Kind | |Essel Supermarket |Robinson’s |Jenra Grand Mall | |
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Categories and types of leadership Leadership is a quality a person may have. One can categorize the exercise of leadership as either actual or potential: * actual - giving guidance or direction‚ as in the phrase "the emperor has provided satisfactory leadership". * potential - the capacity or ability to lead‚ as in the phrase "she could have exercised effective leadership"; or in the concept "born to lead". In both cases‚ as a result of the constancy of change some people detect within
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behavior of the state/citizens in pursuit if justice‚ through social control‚ social change‚ dispute resolution Canadian law: product of evolution of influencing customs‚traditions‚ and decistions of the past‚ and is in constant state of change with the advent of new technology‚ globalization‚ social movements‚ and increasing body of precedents Canadian Law Categories: 1.
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