13 6月 澳洲代写毕业论文：多芬公司的发展
多芬在2003年发起了一场真正的美容运动，当时它为自己的洗漱用品和化妆品制定了一个独特的广告宣传活动。广告的构思是用真实的女性而不是模特。多芬更喜欢在广告中展示女性形象，没有任何滤镜或数字修改。该活动立即受到媒体和公众的欢迎，并因此被提上了媒体讨论和报道的议程(Foxall, Goldsmith & Brown, 1998)。在最近的一次宣传活动中，多芬向一位96岁的老太太展示了一个问题:“皱纹还是美丽?”此外，研究人员还对不同年龄段、不同素质的女性形象进行了类似的调查。这一策略从未被任何其他公司采用，并且受到了听众的欢迎。人们开始谈论这个品牌，然后它是联合利华的黄金运行，多芬品牌的所有者(格林伯格等人，2013年)。除了以上活动，多芬还推出了许多活动，如“真美运动”。多芬还赞助了一些研究项目，研究现代文化中关于美的流行观念。多芬已通过“多芬自尊基金”加大力度，帮助女性应对因身材不当而导致的自卑。该公司还在美国超级碗上发布了广告(Gibbons & Roberts, 2013)。
多芬在公益营销活动中的努力，为公司带来了丰厚的回报。如果考虑到这次营销活动对品牌认知度的影响，它对公司的销售产生了巨大的影响，某些产品线的销售业绩更是达到了惊人的水平(DiPaola & Tschannen-Moran, 2014)。这种营销策略界定了慈善事业在商业中的地位，并引发了相关的营销。而在前者中，投资是出于社会原因，只考虑了无形的利益，如对品牌的情感依恋或消费者的忠诚度(DuBrin, 2013)。然而，在公益营销中，最主要的原因是开发销售数据，同时用社会效益的信息娱乐消费者。一方面，该品牌处理了社会上存在的与美相关的刻板印象问题，另一方面，该品牌确保了它想要的收益报表。广告活动最重要的特点是它有一个目标受众，公司已经对预期的反应做了很好的研究。其后，通过介绍不同种族、年龄和体重组的妇女，扩大了目标对象，即妇女的范围。最终，这对多芬来说是一个双赢的局面。
Dove launched its campaign for real beauty in 2003, when it formulated a unique advertisement campaign for promoting its toiletry and cosmetic products. The idea of the advertisement was to use real women instead of models. Dove preferred to showcase the ladies in the advertisements without any filters or digital modification. The campaign became an instant hit with the media and the general public, as a result of which the campaign was on the agenda for media discussion and reportage (Foxall, Goldsmith & Brown, 1998). In a latest campaign, Dove showed a 96 year old woman and asked a question “Wrinkled or Beautiful?” Similar questions were asked for different images depicting different women of varied age groups and qualities. This strategy was never adopted by any other company and was clicked with the audience. People started talking about the brand and then it was a gold run for Unilever, the owner of Dove brand (Greenberg et al., 2013). Apart from the above campaigns, Dove also launched many activities such as “The Campaign for Real Beauty”. Dove has also sponsored the research programs which studied the prevalent notions about beauty in modern culture. Dove has stepped up its efforts to help women deal with low self esteem as a result of improper body shape through the “Dove Self-Esteem Fund”. The company also published its advertisement in the American Superbowl (Gibbons & Roberts, 2013).
The efforts of Dove in the cause related marketing campaign have helped greatly in returning profitable returns for the company. If the effect of this marketing campaign on the brand’s recognition is considered, it has had a humongous effect on the sales of the company and certain product lines recorded stupendous sales figures (DiPaola & Tschannen-Moran, 2014). Such type of marketing strategy demarcated philanthropy in business and caused related marketing. While in case of the former, investments go for a social cause and only account for intangible benefits such as emotional attachment with a brand or loyalty of consumers (DuBrin, 2013). However, in case of cause related marketing, the primary cause is to develop the sales figures while entertaining the consumers with a message of social benefit. On one hand, the brand handled issues of stereotypes related to beauty existing in the society and on the other hand, the brand ensured just the revenue statements it wanted. The foremost feature of the advertisement campaign was that it had a target audience and the company had researched well on the supposed response. Thereafter, it widened the scope of the target audience i.e. women by introducing women of different ethnicities, age and weight groups. In the end, it was a win-win situation for Dove.