Business
Name: Dove
- Dove is a well-known brand that sells a variety of hygiene products targeted towards men and women.
- They sell a variety of products such as shampoos, soaps, moisturises etc.
Why
they use TV ads to promote their product?
- TV is a large market that is open to everyone and can be accessed it easily.
- Global – world wide audience and market
- Dove has many competitors such as Nivea, Garniere, Herbal Essence Sunsilk, Pantene and several others so they can show the best of their brand compared to their competitors.
- This form is commonly used amongst most businesses, as it is an effective method as most people watch or hear bout products and services through TV adverts as well as other forms too.
- It is an attractive as well as exciting way to promote their products, as there are shots of different catchy images that will attract the customers. Also there are sound effects that will also help attract customers and persuade them to purchase it.
Cost
- High cost – need to get the place or space for the TV ad to be shown
- People needed to act out the ad
- Sounds effects plus lighting crew
How
the business would measure the success?
- Through the number of sales made per month or year
- Receiving good customer feedback
- Comparing its sales to its competitors
- Quality – if the ad is appealing and realistic to its audience, customers are more likely to buy the product compared to its competitors
- Can’t guarantee success
Videos:
Advantages:
- Allows businesses to reach a wider, more captive audiences.
- Television combines sight, sound and emotion to target different types of responses from viewers.
- Growing Ability to Differentiate
Disadvantages:
- Expensive
- Television advertisements are short, so they do not convey more about the product.
- Some times TV advertisements will be in such a way that people do not believe it, so they do not buy the products.
What sort of target audience did it have in your
opinion?
- Mainly a female audience
- Colors represent neutral ambience: blue, white, grey
- Young adults & adults (18+)
What colors/fonts and so on did it have?
- Bold fonts
- Dark colored fonts with plain cream white background, to make the font stand out even more against the background.
- Image- lady wearing white representing purity
- Logo of a dive – represents the purity of the product therefore the logo and other advertising methods will always include a white/cream background with dark blue font.
- Cooperative image – white cream background with the same logo also throughout its advertisement they use the same font with a similar shade of blue.
How did these help it to target the required audience?
- The TV adverts vary in different countries based on the different languages because each country may have different terms and conditions
- Feminine and luxurious – very lady like
- Colors represent cleanliness and purity (white & blue)
- Gold dove – gold represents luxury and the dove symbolizes gentleness
How did the business ensure their promotional method
was more effective than competitors?
- Link to social media – hash tags, twitter selfie documentary on women that use dove products
- Use different methods to stand out from its competitors
- There are many competitors such as Nivea, herbal essence and several others so dove needs to ensure that they stand out when they publish their advert publicly in order for them to be the best
What do you think could limit the effectiveness of
this promotional method?
- Context of advert may not appeal to a certain age group that they wish to target (images used- screen shots)
- Time & length of advert may jeopardise their sales as people may become bored while watching the advert and may turn them against the product.
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