Dove Drops an Ad Accused of Racism - Integrated Marketing Communications Assignment

Internal Code: MAS7499

Integrated Marketing Communications Assignment

Questions: a) What were the objectives of the advertisement (from the brand’s perspective)? b) Who was the intended audience? c) Why did the brand choose a controversial approach? d) Is the advertisement effective? e) How would you improve the advertisement? f) Based on the trade press article, what was the effect of the controversy and how could this impact the brand? 2) Find an example of an award-winning campaign and discuss the following: a) Did the campaign affect consumer behavior in a sustainable, ongoing way? b) Name the key elements that make the campaign award winning. 3) Taking into account what the category is and why the advertisement belongs in the category, produce a 200-word evaluative critique for each advertisement that considers the following: • What were the objectives of the advertisement (from the brand’s perspective)? • Who was the intended audience? • Is the advertisement effective? Why? • How would you improve the advertisement? 4) Justify your choice in terms of strategy, creativity, and execution. You MUST use Theory (including in-text referencing) to support your arguments of why the adverts are Good or Bad. In your response, consider the following: a. Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to? b. Is the creative approach appropriate for the target audience? c. Does the creative approach communicate a clear and convincing message to the consumer? d. Is the creative approach appropriate for the media environment in which it is likely to be seen?