Consensus

         All companies are concerned about their fan base, branching out, and becoming a more powerful audience. We are too, that is why dove branched out to becoming a men’s grooming company instead of just a female orientated company. By widening our demographics we were able to create a larger group to advertise and market for. “Advertising reaches us through a channel of communication referred to as a medium. An advertising medium is any nonpersonal means used to present an ad to a large audience.” (Chapter 1.)

         This opened the door to more social media and digital advertising opportunities. Now we have a Twitter, Instagram and Facebook. Not to mention we are also putting out commercials, magazine ads and promotional adverting campaigns to help spread the word to a larger audience. “We have radio advertising, television advertising, newspaper ads, Google ads, and so on. When you tell somebody how much you like a product, that's sometimes called word-of-mouth (WOM) advertising. Although WOM is a communication medium, it has not generally been considered an advertising medium. However the popularity of social media, such as Facebook and Twitter, is forcing advertisers to reconsider this belief.” (Chapter 1.)

         Now that we have a larger consumer base, others see Dove as a good strong company that does provide good results. We wouldn’t be this successful if we didn’t have the proof behind our facts. We are still focused on communicating to the masses, but we are still concerned with putting out campaigns to the consumers who see us as an overrated company.

Liking

          Here at Dove we not only like our customers, loyal or seasonal, we love and respect them. This is what we are going to do, with any purchase of our Dove Men’s Care Post Shave we are going to give our male customers either a free stick of deodorant or 50% off of our other Dove Men’s Care products. For our female customers buying for their loved ones we will include a free bar of women’s Dove soap or 50% off any Dove Women’s Care products as well.

          Here is how it will work. With all Dove Men’s Care Post Shave there will be a special tag that has a coupon code depending on what you the customer decides they want. We have done a lot of research to find out what our customers need and want. “Companies spend heavily on marketing research in order to discover the needs and wants that exist in the marketplace and to define a product's general characteristics in the light of economic, social, and political trends. The goal is to use this information for product shaping and development—designing products, through manufacturing, repackaging, or advertising, to satisfy more fully the customers’ needs and wants.” (Chapter 5.) We believe heavily on researching what our customers fully care about.

          As we said, we are not only doing this for our loyal customers, but for our seasonal customers as well. This company wants to retain and rebuild our fan base among the world. “It may be easiest to think of all these in terms of what one researcher calls the three R’s of marketing: recruiting new customers, retaining current customers, and regaining lost customers.” (Chapter 7.) We realize our most loyal customers care little about our promotions, but we know we should still give thanks to them. Our most important goal is to regain and recruit new customers that may have Dove as their second choice in grooming products. “Sole users are the most brand loyal and require the least amount of advertising and promotion. Semi-sole users typically use Brand A, but have an alternative selection if it is not available. Discount users are the semi-sole users of competing Brand B. Trial/rejectors bought Brand A's advertising message but didn't like the product. More advertising won't help; only a reformulation of Brand A will bring them back.” (Chapter 6.)

          We understand that some may not like Dove and that some may love Dove, either way our customers deserve only the best that we can offer.

Consistency

          Dove is consistent with the way they handle business, produce products and treat their customers.  We are a business that likes to expand the selling points of products so ultimately it’s easy for our customers to get what they want.  “Local merchants or dealers often carry hundreds of different brands or numerous models of an exclusive brand…” (Chapter 4.) We want our customers to have easy access to all of their needs as well as create more opportunities to spread out our company. “National companies are concerned about building their brands…” (Chapter 4.)

          Another way we strive to stay on top of our professionalism is by our advertising campaigns. We have built our company on targeting magazines, mainly gossip orientated, however we have broadened our spectrum to commercials and other media. “With the advent of modern technology and the natural maturation of the marketplace, many more media are available to choose from today, and each offers more choices.” (Chapter 9.) Since this is the new age of advertising and a constant change in advertising it is our duty to stay on top of our game. “Until the advent of the Internet, broadcast television grew faster than any other advertising medium in history.” (Chapter 14.) “The nature of the Internet is a constant state of evolution. Therefore advertisers have new and interesting ways to reach target audiences that extend beyond the more standard ad placements.” (Chapter 15.)

          Our advertisements will always be targeted to represent something that either you need or that will benefit yourself. Most of our ads have a positive impact, but we do have a few that may contain some type of concern. But that doesn’t mean that it was a waste of money. “From the advertiser's point of view, ads that don't resonate are a terrible waste of money. In fact, for them the greatness of the advertising is in the “bang per buck.” Great ads give their sponsors much more advertising effectiveness per dollar spent.” (Chapter 10.)

         Product placement in popular or block buster summer movies has also been effective to our advertisements. “Another way to reach movie and television audiences is to pay a fee to have the product written into the movie or program. Such product placement is becoming more common.” (Chapter 16.) These campaigns are possible because of our media buyers and how efficient they are. “The person in charge of negotiating and contracting with the media is called a media buyer. Media buyers often specialize in one medium or another, so there are print media buyers, spot TV media buyers, network media buyers, and so on.” (Chapter 13.)

          Nothing would be possible without our creative team. They are to thank for our successful advertisements and marketing schemes. We have strong commercials and other ads but they are all thought out carefully and thoroughly. “The average reader has little idea of the intricate technical stages that ads go through from start to finish…” (Chapter 12.)

Authority

         People like a company that is control of their business at all times. They like a company to takes responsibilities for their mistakes and fixes them in the proper manner. “One of the most important public relations tasks for any corporation is crisis management. Brand value can be quickly destroyed if “damage control” is not swift and thorough.” (Chapter 18.) One reason that Dove is a strong and striving company is because we have been in control of all of our mistakes and have fixed them quickly and responsibly.

        Another reason that we are in constant control is because of our marketing plans and advertising campaigns. Though we have had trouble with some of our advertisements we fixed them correctly and we still have sent a powerful message through them. “The marketing plan has a profound effect on an organization's advertising. It dictates the role of advertising in the marketing mix. It enables better implementation, control, and continuity of advertising programs, and it guides the allocation of advertising dollars. Successful organizations do not separate advertising plans from marketing. They view each as a vital building block for success.” (Chapter 8.)

          We are fortunate that we have been successful, but we couldn’t have done it without our customers. “The fundamentally utilitarian framework, derived from the idea that society should promote behaviors that foster the greatest good for the most people…” (Chapter 3.) We have appealed to the masses of grooming products, women, when we started but since then we have a better feel for the consumers so we spread out our demographics to men. All genders should have equality so we made a special branch off of Dove called Dove Men’s Care. This branch off consist of specialized body washes, hair products, deodorants, and shaving products.

Scarcity

          For a limited time only, any buyer of the Dove Men’s Post Shave will receive a special edition deodorant. It is called Smooth Moves Male/Female. There will be 2 types of Smooth Moves deodorant that will come with the purchase of the Post Shave, one for the male buyer and one for the female buying for a loved one. This offer will only stand for the month of January 2016 as a happy New Year promotion.

          Smooth Moves Male smells like a man who works hard to provide for the family, but at the same time has a sense of class and hierarchy. It has a musk smell that would intimidate a grizzly bear, yet attract the finest specimens of females.

         Smooth Moves Female has the scent of a strong, independent woman that strives for perfection in everything she does. Imagine the aroma of a tropical rain forest overflowing with jasmine and hibiscus plants, with a scent of a tropical oasis waterfall.

         There will only be 2,000 special edition Post Shave products that will sell quickly so get yours while you can! There is very limited advertising for this special promotion so keep an eye out for commercials, magazine articles, and coupons in stores. “Because goods weren't produced in great quantity, there was no need for advertising to stimulate mass purchases.” (Chapter 1.) Dove wishes you the best Holiday Season and a Happy New Year!

Reciprocity

          We are an honest company that does not hide behind any sort of lie or false advertising. What you see is what you get, fortunately those are good honest results. We set off to target more than just the female demographic because we want to appeal to everybody, not just a specific gender. We want to be a strong loyal company that has strong loyal customers. “In everything we do, we strive to act with honesty, openness, fairness and integrity.” (Chapter 8.)

         Not only do we want to sell good products, we want our advertisements to be successful in telling the truth in how our products perform. We want to reach out the population instead of having you come to us. We will expand into to modern advertising in data and gifs instead of the traditional commercials and articles. “The reason you encounter so many is because advertisers spend a lot of money trying to reach you. Every year expenditures on advertising amount to hundreds of dollars for every man, woman, and child living in the United States." (Chapter 1.) We want to make sure we are easy to find for viewers and that we get our message across correctly. We will concentrate on our social media and Internet ads more since time and evolution has become the age of social media. "Look around. If your TV or radio is on, if you've recently been reading a magazine, or if you're near a computer connected to the Internet, it is likely that you've just seen an advertisement. In fact, you've probably been exposed to many ads today.” (Chapter 1.)

          In doing our best to come to each demographic to specifically advertise, we hope you’ll come to us for all of your grooming needs.

Week 7 EOC: The Pitch

For decades men willingly will put their skin in danger by cutting the their facial hair with a sharp razor. They are rigid, mean, but most important masculine because of the violence that their face gone through from the razor. The Dove Men's Post Shave Balm will be a reward for their face for the sacrifice it has gone through day in and day out. The rugged masculine look of our skin will shine but at the same time attract females that would otherwise not be attracted to the flakey crackled skin. Our face can't be maintained from the shaving and razor burns it undergoes multiple times a week. Women are frightened by our masculinity of our lumberjack rough skin, but with Dove Men's Post Shave Balm women will feel the smoothness of our skin, but we will obtain our lumberjack persona. There is no stinging or burning feeling because your man! You don't have time for weakness or suffering, everything you need is in the all new Dove Men's Post Shave Balm. We men will want to grow more hair on our chest, arms, and face just for the reason to shave. The soothing smooth touch of your skin and invigorate women. Women will not only be attracted to you, the will be moved to meet you. You have a life, you have choices to make. The weak sissy post shave that makes you feel like walking through a meadow while having a brisk picnic. Or the musk scent of Dove Men's Post Shave Balm that makes you want to chop down trees and saw lumber while your biceps burt out of your shirt. It's up to you to make the right one.

EOC Week 6: Jobs in Advertising

Later in my life, I would obviously like to be the “Don Draper” of an advertising agency, also known as the creative director. This would be the place I would like to see myself in the future, however this is a job that does take a toll on life and has many other demands. I do like to be somewhat in charge of others and the salary is really very good, but I don’t know if I could live with the amount of pressure that would always be on my shoulder, not to mention the amount of time and experience it would take to get to that level. In time I do see myself as the creative director but as the job that I would have for most f my career I see my self as part as the Creative Team or in media since media is taking over the world. I would like to help plan, design, and create the advertising campaigns. Now being in the creative department I would either be a copywriter, production artist or a director of some sort. Rick Suttle, Demand Media, says, “Creative teams work in advertising agencies to dream up and execute advertising campaigns for the companies that hire the advertising agencies.“ This is his definition of what being a piece of the vital creative team is, which is a very good interpretation f what being apart of the creative team is. The other job that I see myself doing is something in the media aspect. Since media literally controls any company this would be a good job to be. I can see myself as a Media Buyer or a Media Planner, but with enough time and effort I can surely be the Media Director or at least assistant to the media director.