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The chapter I was assigned was Chapter 19. This chapter thoroughly explored the elements of retail promotion through advertising, personal selling public relations, and sale promotions. The current event that I chose that reflects a real life example of the terms and concepts learned in the chapter is the example of Doves "It's On Us" campaign launched in December of 2020 that's part of a more significant project called #showus. In February of 2021, nationally recognized brands finally stepped up to the plate to accept the Doves' campaign offerings The campaign was launched with a goal - to promote diversity and inclusion in advertising to aid in moving the industry forward by subsidizing the cost of hiring diverse talent for other brands. In other words - Dove is offering to pay other brands to diversify their ads. This campaign teamed up with one of the most prominent marketers in the world, Unilever, who displays willingness to invest in its pledges around inclusivity as a way to make them a reality even if it means funneling some of those funds to other marketers' efforts. This March, Magnum, Krispy Kreme, Clift, and Nedbank have joined Dove in the effort and have since then diversified their ads through the campaign This campaign alone shines such a fantastic light on Dove as a company. Dove is a worldwide leader of diversity, inclusion, and powerfully positive Publicity. The chapter defines Publicity as any non personal form of public relations whereby messages are transmitted through mass media, the time or space provided The media is not paid for, and there is no identified commercial sponsor Publicity is how the public discusses and reacts to the ad. This campaign launch alone generated so much more positive Publicity for the brand itself It even generated some negative publicity onto their competitors as they have never taken that extra step to truly diversify their own and others' marketing efforts Their advertisements have a massive reach on any target markets due to their need satisfaction approach, this approach reflects their idea that each consumer has a different set of wants, thus, a sales presentation should be geared to the demands of the individual consumers. As a result, Dove creates relatable ads that relate and market towards all kinds of people to reflect the diversity of everyday life and recognize there are no two similar consumers In the advertisements, they choose people from all walks of life, with all different skin types, to describe their product and describe their emotions in the dove campaign itself Dove is famous for its campaigns as they always serve a greater purpose This type of diversity is inclusive to all - and supports people from all walks of life to use Dove I Chose this example to clearly connect and discuss the power of public relations and Publicity specifically. As discussed in the chapter Public relations is Any communication that fosters a favorable image for the retailer, this can include personal non-personal, paid unpaid, etc. Dove has been a long-time leader in Public Relations, as all of their campaigns advertise themself towards a more significant purpose that the majority of consumers wish to be a part of Reflecting on this report, I learned more about the reaches of campaigns and how the campaign can generate Publicity Through Diverse and Inclusive Public Relations approaches Dove appeals to individual consumers acknowledging each person is unique Following this report. I 0 ENG FR 1:32 PM 6/25/2021 hp