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Posts Tagged ‘media’

Need to enlarge your bust or get rid of that muffin top? Not according to Dove’s latest ad campaign, which seeks to replace ads for diets and cellulite creams on Facebook with messages that promote a positive self-image. To do this, Dove created an app called the Ad Makeover. It allows Facebook users to select one of eight esteem-boosting messages to replace negative ads that target women’s insecurities. Instead of the latest wrinkle cream, users will see slogans such as “Every body is beautiful” and “Joy is the best makeup” in Facebook’s sponsored ad space. The Dove logo appears with every message. In fact, the messages themselves are ads. A Facebook spokesperson says Dove pays for advertising space every time a user chooses to post one of their slogans in place of another ad. The app, part of the Dove Campaign for Real Beauty, flies in the face of traditional advertising wisdom, which says advertisers must create consumer need for the products they sell. The quickest way to stimulate need, of course, is to tell consumers they have flaws that need fixing. Over the years, advertisers have highlighted imperfections in every part of the female body—from dull hair and chapped lips to small breasts and flabby thighs—to push the thousands of beauty products designed for women. Dove says the assault on women’s self-esteem has been devastating: only 4 percent of women now see themselves as beautiful. The company wants to change that. The Ad Makeover is the latest development in Dove’s global Real Beauty campaign, which started in 2004 and gathered significant press coverage for its billboards portraying women of various sizes. So far, the campaign appears to be working in the company’s favor. Sales of its advertised products increased 600 percent in the summer following the campaign’s launch. Many in the media have praised Dove for its efforts to promote a more realistic standard of beauty and help women feel better about themselves. It’s unclear how Dove’s Facebook app will translate into the sale of specific products, since the ads only show the company’s logo. Also, the question remains as to how such a strategy can be successful, since it encourages women to feel satisfied with their appearance. However, the app offers a novel approach to targeted advertising: It allows consumers to choose the ads they wish to be displayed to their peers. If the app catches on, it could change the face of advertising—and lead to unprecedented exposure for the beauty goods manufacturer.

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Dove’s New Facebook App Turns Advertising on its Head for Women

This 32 page social media guide will help you maximize response and bring awareness to your company through social media applications. Social Media can provide invaluable benefits to your company. However, it is not an outlet for directly increasing sales and conversions. Of course, when done properly, it definitely holds the capacity to do so. Why else would so many companies invest in it? By increasing customer involvement through social media, you hold the candle which light the way to increasing sales. Also with this free guide you will receive daily updates on new cool websites and programs in your email for free, courtesy of MakeUseOf. Request Free!

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Your Guide to Social Media Marketing

This 17-page eBook provides details on what it costs to syndicate your content with the following companies and what you get for the money: eMedia Find White Papers IDG TechNetwork Incisive Media/IThound.com Insight24 NetLine PaperShare QuinStreet RetailWire TechTarget Toolbox.com UBM TechWeb Spear Marketing Request Free!

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Content Syndication Options for B2B Technology Marketers

This 17-page eBook provides details on what it costs to syndicate your content with the following companies and what you get for the money: eMedia Find White Papers IDG TechNetwork Incisive Media/IThound.com Insight24 NetLine PaperShare QuinStreet RetailWire TechTarget Toolbox.com UBM TechWeb Spear Marketing Request Free!

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Content Syndication Options for B2B Technology Marketers

Ever wonder how television drama actually compares to real life? Now you can find out. TNT, whose slogan reads, “Your Daily Dose of Drama,” gives us a taste of what it takes to make highly entertaining television through their new ad/viral video. The video, “A Dramatic Surprise on a Quiet Square,” features a red button in the middle of a public space somewhere in Belgium. Above it hangs a giant sign which reads “Push to Add Drama.” The button — obviously — gets pushed. This action is followed by an ambulance racing to the scene, a fight, a woman in lingerie riding a motorcycle, and more. While the video is hilarious to say the least, it’s also insightful. The video, which has gone on to become the second most-shared video of all time — falling only behind Volkswagen’s 2011 Super Bowl ad, “The Force” — also highlights the dichotomy between real life and television. Something we sometimes seem to forget. Seeing how dramatic the media we digest truly is suggests we have to ask ourselves what kind of effect it is having on us whenever we press the “on” button of our remote. Is it drama like this which causes hypochondria, increased violence and other symptoms of a cultural demise we often blame on media? Maybe so. Let us know what you think in the comments below.

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Viral TNT Ad Is Hilarious and Insightful [Video]

Dennis Swanson, President of Station Operations at FOX Television recently joined Ken Freeman, Dean of Boston University School of Management, for a discussion on Swanson’s 50-year career in the media industry. In this interview, Swanson shares insights on discovering Oprah, reinventing Monday Night Football, and rescheduling the Olympics.

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Conversations with Ken: Dennis Swanson, FOX Television Stations, Inc.