Watch the Dove Men+ Care Video
What did Dove want to accomplish with this campaign?
OBJECTIVES
Produce 2 SMART objective statements for the Dove Men+ Care Campaign
Use 2 of the 5 Key Words – Awareness, Acquisition, Trial, Retention, Attrition
Remember objectives need to be SMART
STRATEGIES
Produce 2 strategic statements for the Dove campaign
The strategic statements need to support your 2 objectives from above
i.e. if you are “creating awareness of the DOVE brand and reaching out to 1,000 people by the end of 2022”, what is your plan of attack in order to make this
happen?
Who did you think the intended target audience of the ad is?
Be very descriptive -feel free to use the Prizm Database segments
TACTICS
What tactical media would you select for this campaign & why?
Make sure that this supports your objective and strategy
Note (Please read below):
Reports are to be submitted on Blackboard at the beginning of next class week 4 (Eastern Standard Time).
NO LATE REPORTS – they will not be accepted
NO individual reports – May be done in groups of up to 4 people – NO individual reports
Word Format – No PDFs
Worth 10% of your final grade
PROOFREAD FOR GRAMMAR & SPELLING
Reports must have a title page, with the students’ full names and ID #s
Reports are required to be coherent, logically organized and free of distracting spelling, punctuation and grammatical errors