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Serving Customers in Global Markets (Report)
Pages 5 (1255 words)
Serving Customers in Global Markets Name Instructor’s Name Course University Date of Submission 1. Introduction The purpose of this report is to present an analysis of the communication message characteristics of Unilever by examining the advert that was produced by the organization under the name of ‘Real Beauty Sketches’ for its personal care brand, Dove in 2013.
Nevertheless, the advert was able to garner the attention of consumers by influencing and in some cases even challenging their perceptions of beauty. The commercial also addressed the concepts of self-confidence and self-perception in a truly unique manner by depicting the stark contrast between how we view ourselves and how others see us. The influence of Dove’s Real Beauty Sketches is an embodiment of the psychological dimension of marketing which essentially represents the significance of successfully understanding consumer psychology to gain an advantage over the competitors. As stated by Haugtvedt, Petty and Cacioppo (1992), the cognitive element of advertising is associated with the development of a consumer’s behavior and attitude regarding a particular product. Furthermore, a comprehension of the psychology of the customer is also important for a business from the point of view of branding. Schmitt (2012) proposes the development of a consumer psychology model of brands, the recommendations of which can be integrated to discuss the consumers’ judgment of the brand. ...
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