One of the issues in advertising today is how women, and men, are inundated with messages (using both central and peripheral routes) with an unrealistic image of beauty. Dove's Campaign for Real Beautyâ was created to deliver a message of self-acceptance with communication that is positive and affirming about beauty. The campaign has been going since 2004 using print, television, digital, outdoor, and other media.
Selecting a media mix and vehicles to deliver a message is a critical job for the media planner. Naturally there are quantitative guidelines but there are qualitative guidelines as well. In other words, experience and intuition do play some role. Using the criteria from the text book, discuss the challenge of Dove's media planner for this campaign. What advantages in different media could they take advantage of? What media vehicles would you recommend and, most importantly why?
Text Book: M: Advertising, Edition: 2nd/15 Author(s): Arens, ISBN: 978-0-0780-28960