Dove recently launched a video advertisement where a sketch artist would draw how a person described themselves and then the sketch artist drew the same person on the description of a person that they had interacted previously. In all the drawing, the women appeared more beautiful by conventional standards when described by a stranger. Though, there is a lot of factors to consider that the people describing the person only had limit contact with the person and not everyone is going to remember all the features of somebody and might leave out some of the little features such as crow's feet. Still, it seems to say something even while considering these factors. It has certainly generated a lot of buzz, as the video has gotten 2,000 likes and 1,000 shares on Facebook. Brenda Fiala, a senior vice president of strategy in a digital advertising said Dove was trying to create trust between the company and their female consumers by sending the message that Dove understands women self image issues. What other ads have you seen that are using this emotional connection to a specific company to advertise rather than the actual product itself? Was it more or less effective?
http://www.nytimes.com/2013/04/19/business/media/dove-ad-on-womens-self-image-creates-an-online-sensation.html?adxnnl=1&ref=advertisingandmarketing&adxnnlx=1366435855-kBeWuPbo2rAzige5lWF0iQ
Friday, April 19, 2013
In response to Matthew Tolen
Matt Tolen posed the question "What do you think will be the biggest challenges companies face in entering these new markets (India and China)? Why?"
I think marketers might face the most resistance when a country has a very strong desire to preserve their culture. Countries such as these will often create policies to prevent less products. An example of this is that 45% of Canadian music must be Canadian in origin. When quotas like that are set, this makes marketing and getting into markets very difficult when establishing a new product in a country is already difficult without policies in place to preserve their culture. How would you approach marketing to one such country? Would you choose to market to the country at all if a quota was too high?
I think marketers might face the most resistance when a country has a very strong desire to preserve their culture. Countries such as these will often create policies to prevent less products. An example of this is that 45% of Canadian music must be Canadian in origin. When quotas like that are set, this makes marketing and getting into markets very difficult when establishing a new product in a country is already difficult without policies in place to preserve their culture. How would you approach marketing to one such country? Would you choose to market to the country at all if a quota was too high?
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