In 2006 Dove asked visitors to their Web site to open a free account and create a
Question:
In 2006 Dove asked visitors to their Web site to open a free account and create a Dove ad. The company provided tools that allowed visitors to construct the ad easily at the site. The best ad was then featured in the 2007 Academy Awards program. What communications objectives do you think were behind this effort? What metrics do you think Dove used to gauge the success of this Web initiative?
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Doves 2006 initiative to invite visitors to create Dove ads on their website was driven by several communications objectives aligning with their broader brand messaging and marketing goals 1 User Enga...View the full answer
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Krishnavendra Y
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Related Book For 
Contemporary Advertising And Integrated Marketing Communications
ISBN: 9780073530031
13th Edition
Authors: William Arens, Michael Weigold, Christian Arens
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