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Assignment On Controversy Of Gillette Ad Campaign

   

Added on  2019-09-27

11 Pages2941 Words133 Views
INTEGRATED MARKETING COMMUNICATIONSREFLECTIVE FOLIO1

Table of ContentsStage 1: Controversial advertising...................................................................................................3Stage 2: Award Winning/nominated Ads from the below stated Four Categories and articleanalysis............................................................................................................................................3Stage 3a: A bad ad...........................................................................................................................8Reference List..................................................................................................................................92

Stage 1: Controversial advertisingThe selected controversial ad campaign is the ad campaign of Gillette for its MeToo razors withthe tagline of “We Believe: the Best Men Can Be”a) From the perspective of the brand, the objectives of such advertisement are to promote pro-humanity and to demonstrate the idea that the character of men can step up to change conditions.Moreover, one of the inherent objectives of this ad campaign was to support the MeToomovement as well as promote a new type of positive masculinity (theguardian.com, 2019). b) Intended audience of the ad The intended audiences of this ad are men. c) The way it became controversial (e.g was it coincidental or deliberate?) By engaging itself with the MeToo movement, Gillette has replaced its old tagline saying "Thebest a man can get" with "The best men can be" which dragged the company into controversy byblaming it for promoting toxic masculinity. Gillette was accused of emasculating men throughthis new ad campaign.d) Effect of the controversy and its impact on the brand The selected ad campaign of Gillette has created a huge controversy. Gillette has received praiseas well as abuse after launching this advertising campaign from worldwide (adage.com, 2019).The sales volume of Gillette has not increased after launching this advertising campaign but ithas helped the company to stabilize its share position in the market. The brand becomes morepopular after this advertising campaign and its values became clearer to the audience but it didnot boost up the sales volume of this razor brand.Stage 2: Award Winning/nominated Ads from the below stated Four Categories and article analysis a) Business-to-business3

Intel’s advertising campaign titled 'Intel Drone Light Show at The Olympics'Analysis: The advertising campaign for Intel was focused on promoting its technologicalinnovation strengths and capabilities. With this advertising campaign, Intel has shown itsexcellence in designing super light, high-tech drones that have steal the opening ceremony showat the Winter Olympic. The advertising campaign has successfully executed and the marketingobjectives of Intel attached to this advertising campaign were fulfilled. With this Business-to-business advertisingIntel has communicated with the companies or individuals (specifically thearchitects, contractors or engineers) around the world who needs to buy high-tech products likedrones products for theirbusinessuse. Furthermore, with this advertising campaign, Intel hascommunicated with educational institutions, hospitals, and government agencies that utilisedrones for conducting their operations. Critique evaluation of an article: The article developed byKavoura and Katsoni (2013) isbased on the role played by networks in tourism planning. Business-to-business advertisingcampaigns use to promote both the travel and tourism companies and tourist destinations. It oftencreates a win-win situation in promoting a destination. Visitors, business organisations andresidents those who are indirectly or directly associated with market destinations require to builda dynamic relationship through co-operation and in doing so business organisations need launchfrom the business-to-business advertising campaign. In this article, the authors have argued thecollaboration between private and public is required to consider at the time of creating networksfor tourism sector marketing. The organizations of national tourism can play a significant role indeveloping these networks. Moreover, information technology and social media both use to playa highly significant role in destination marketing. Appropriate incorporation of communicationand information technologies along with the adoption of e-commerce in the process of settingstrategies for marketing tourism destinations is able to strengthen alliances and networksbetween the public and private sector which ultimately helps to implement tourism developmentsuccessfully (Kavoura and Katsoni, 2013).b) Not-for-profit from a non-English speaking country4

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