Marketing Principles and Product Communication - Essay Example

ADVERTISING- DOVE REAL BEAUTY SKETCHES CAMPAIGN By Location Background, research and product information The beauty of women is vital and differs from individual to another because of the perception several women have. Most of the women describe themselves diversely to how they appear. There are sketches frequently used to give a descriptive information if the ideal person. Dove is a company that lays much of its concern with the beauty of women. The natural appearance of anindividual differs fromthat of the others due to a number of reasons (Think Insights, 2014). For instance, some people may appear to be more appealing thanothers because of what they apply (OGuinn, Allen, & Semenik, 2012, p. 80). On the other hand, others appear to be beautiful even without having makeup. According to research carried out by the Think Insights (2014), describing oneself is dissimilar to a description made by an unfamiliar person (Tyagi, & Kumar, 2004, p. 66). Women need to understand that they are more beautiful than the way they think of themselves. People ought to consider the various items necessary for improving their natural appearance. Dove Company principally deals with the manufacture of skin enhancement products such as beauty soaps, beauty petroleum products, body lotions, and facial equivalent products.According to Think Insights (2014), the Dove Company’s management team looks into the effective way of instillingconfidence to women disregard to their physical appearance. Through a study of the marketing strategies, managers came up with advertising as the best of the modern product marketing forms (Kelley & Jugenheimer, 2011, p. 90). Advertising helps in conveying information to people living in diverse areas disregarding the age, and gender of different people (Ryan & Jones, 2011, p. 98). Therefore, it is worth noting that people concerned with the management of any business should adopt the best way essential for an increase in sales. Aims of competition Competition is a vital necessity for the growth of the business market. The successof any business industry largely depends on the ability of that organization to lead in the prevailing market competition. The primary motive for participating in competitions is to have a clear picture in reference to the quality of products that dissimilar individuals require. Another, reason for competition is to make sure that one begets the number of persons attracted to the products produced by a company. Having an objective is important in denoting the best way of accomplishing tasks (Think Insights, 2014). The role of communication in advertisement Communicationforms the basis of interaction between manufacturersandconsumers. Through advertisements, consumers learn more about a product forecasted to be in the market within a short period. Managers in the marketing department need to assure that conveyance of product knowledge is through the proper channel to avoid consumer complains. The knowledge presented in an appealing way illustrates the number of potential customers in the market. Misrepresentation of ideal products leads to poor performance of the sales department, as only few individuals purchase commodities they have less knowledge about. Managers need to choose the best medium of communication to impede information to only a certain group of individuals. The best communicationmediums are through televisions, radios, newspapers, and also through short messageservices (Think Insights, 2014). There are several reasons why there has to be communication of products. First, there is the desire tohavean increase in the number of customers in the company products. Secondly, there is the urge for organization managers to raise the totalsales of their products. Another objective of communication the taste andit is through communication that people build interest inproducts or information passed on to them. It is the marketing team’s mandate to choose the most appropriate means of selling their products. Sales should be in all areas and to all individuals whether young or aging. However, it is crucial to let individuals know the best products for their personal use. Enhancing beauty should have fewer limitations to individuals. The audience Theaudience refers to people viewing and interested inwhat marketers are conveying to them. Perception of the audience is vital and depends on the difference in individual ages. For instance, the taste of the young beings is unlike to the desires of the mature people (OGuinn, Allen, & Semenik, 2012, p. 86). The reason for the difference in preference is that the young demandforproducts that satisfy their demands, according to the technology and the world they live in. Promotions enhance the socialization of people (Think Insights, 2014). Consumer perception regarding the product Perception of the consumer is essential in denoting the ability to purchase. Failure to have a positive attitude towards the advertised products affects the amount of products ready for sale. Product selling depends on the willingness of the consumers to buy. The flow of consumers’ income dictates their capability to purchase various goods. The Dove Sketch Campaign looked into the best way of attracting human beings from diverse cultures (Think Insights, 2014). For instance, the managers of the campaign ensured that individuals got adequate knowledge concerning the products. Secondly, they expressed, facts about the uses of the products. Additionally, marketers ensured there were no unfriendlyrepercussions emanating from the use of the advertised products (Tyagi, & Kumar, 2004, p. 70). The thought and actions taken by the audience after advertisement The audiences (also theexpected customers), have their own motives of purchasing communicated products. First, they rely on the results of using consumption items. Usually, an individual will go for a similar product becauseof the quality, quantity, and attached price.Adverts are of greatest effect to those viewing or speculating for a number of reasons. For instance, it is an expectation of the audience to have an improved perception regarding the use and purchase of the product. Propositionand support to the proposition The prime concern of the campaign should be to bring awareness of skin products to individuals of diverse cultures. The campaign’s objective is to enlarge the product market and an increase in company profits. Creating awareness of the skin care products to different audiences meets customer desires, as most of the females search for alternative ways to physically attract others (Ryan & Jones, 2011, p. 108). Below are additional reasons, aspects worth consideration during the period of promoting new products. The effects of using the product. Cost-effectiveness of the commodity. Dealing with limitations accompanying transmission of information. Gifts attached to the new products. Additional giveaways to the first few customers. Better strategies of reaching individuals in other areas. Advertisement results To determine the outcome of any advertisement, the marketing agency should consider the measures taken for understandable communications.The success of any advertisement comes through an increase in demand of the products advertised. Consumption is different, since10% of customers appear on the first day, 25% on the second day, and 50%-80% on the final day.Assembling of viable information is best through a graph, which entails consumer statisticsthat is useful for feedback (OGuinn, Allen, & Semenik, 2012, p. 88). Budget, timing, and additional information The accounting department needs to collaborate with the marketing team to guarantee the cost of advertising commodities is fair to the financial stability of the manufacturing firm. Duration of passing on information to the public is of vast significance. Time determines the actual figureattracted to the buying of goods. However, it is always of importance to scrutinize the means of information conveyed (Ryan & Jones, 2011, p. 118). It is through examination of the advertising strategy that the marketing team obtains the best mode of adverts. Summary and conclusion The Dove Real Beauty Sketchesis a campaign to market skin products manufactured by the Dove Company. Adverts are vital elements to customers, as they dictate the willingness of persons to buy specific products.Marketing agencies need to have a concernon the capability of different consumers. There has to be as set duration for the promotion of products. In conclusion, it is worth noting that product awareness establishes better grounds of increased profits. Bibliography Think Insights,“Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube”, Available from http://www.thinkwithgoogle.com/case-studies/dove-real-beauty-sketches.html [4 March 2014]. OGuinn, TC, Allen, CT, & Semenik, RJ 2012, Advertising and integrated brand promotion, Mason, South-Western, Cengage Learning. Tyagi, CL & Kumar, A 2004. Advertising management, New Delhi, Atlantic. Kelley, LD & Jugenheimer, DW 2011, Advertising account planning, Planning and managing an IMC campaign, Armonk, Sharpe. Ryan, D & Jones C 2011, The best digital marketing campaigns in the world, Mastering the art of customer engagement, London, Kogan Page. Read More