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S/M/167. Integrated Marketing Communications: www.dove.us – A Case Study

WORDS:
2000
DATE:
2006
PRICE:
29.99 GBP

This paper uses a case study approach to critically evaluate a company’s website by drawing upon response hierarchy models, and analyzing how a particular company is exploiting the Web to influence consumer responses. The website of Dove has been evaluated to see if the website is successful at influencing the browser at the cognitive, affective and behavioural stages of response. Marketing communications tools, like advertising etc., have been identified in terms of their effectiveness at each stage of response. Areas discussed include integrated marketing communications, response hierarchy models, website purpose, communications objectives, brand pyramid and marketing communications tools.

 

KEYWORDS: Integrated marketing communications, response hierarchy models, website purpose, commu,

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