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Dove has failed to advertise, or that has been critiqued for its campaigns. we have to find the gap and fix it how you see best.
The chosen ad:
https://www.harpersbazaar.com/uk/beauty/skincare/a44234/dove-racist-advert-black-woman-turns-white/
https://www.bbc.com/news/newsbeat-41586402
https://www.thedrum.com/news/2017/10/12/will-dove-s-pepsi-moment-affect-the-brand-the-long-term
So basically the company have to enhance the brand image. THEY APOLOGIZED, DELETED THE VIDEO, AND GAVE AN EXPLANATION.
I need you to answer the following:
Advertising & PR Strategy:
1) Conduct a Communications Marketing Analysis (Competitors Analysis, Opportunities Analysis, Market Segments, Target Market Analysis)
2) Establish communication objectives (Target Audience, Tasks, Changes, Time). ENHANCE BRAND IMAGE
3) Prepare a promotional strategy (brief of 1 page)
4) Match tactics with strategy by VIDEO AD, POSTER, PRINT (TV, SOCIAL MEDIA)
5) Measuring advertising effectiveness
I uploaded the brief only required to do Advertising & PR Strategy part. I will upload and example for each part please follow it
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