core messages example_dove

Why the Campaign for Real Beauty?

For too long, beauty has been defined by narrow, stifling stereotypes. Women have told us it's time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for Real Beauty.

Dove's global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. A view of beauty that all women can own and enjoy everyday.

In order to achieve this important goal, the Campaign for Real Beauty includes the following initiatives:

• Creation of a forum for women to participate in a dialogue and debate about the definition and standards of beauty in society
  
• Release of a global, academic research study that explores the relationship that women from around the world have with beauty and its links to their happiness and well-being
  
• Advertising that inspires women and society to think differently about what is defined as beautiful
  
• Fundraising initiatives (sponsored by the Dove Self-Esteem Fund) to help young girls with low body-related self esteem
  
• Self-esteem workshops with young girls in schools to help them foster a healthy relationship with and confidence in their bodies and their looks
  
• Establishment of the Program for Aesthetics and Well-Being at Harvard University, through a grant from Dove, which will continue to examine the way we think and talk about beauty in popular culture and the effect that this has on women's well-being
  
• Creation of a global touring photography exhibit, Beyond Compare, Women Photographers on Beauty, showcasing diverse images of female beauty from 67 female photographers, and demonstrating that beauty is about much more than stereotypes

campaign

Say ‘no’ to AIDS, say ‘no’ to unprotected sex

Campaign Design research

Campaign Design An effective rural marketing campaign moves the target group progressively from awareness to interest to action, first educating people and then motivating them to act or invest. IDE designs customized educating and motivating messages for each of the different groups in its target audience – men, women, young children, the elderly – and delivers messages through the channels that most effectively reach them. To design campaigns, IDE uses to the following process: Target audience research. The quality of a marketing campaign depends on a strong understanding of the motivators for different members of the target audience. IDE conducts participatory focus groups and knowledge, attitudes, and practices (KAP) surveys to design its campaigns. Message development. Campaigns consist of core messages for different target groups that are clear, interesting, penetrating, culturally appropriate, and motivating. Campaign materials production. Marketing relies on materials that communicate the chosen messages in clear, attractive, memorable ways. IDE collaborates with artists, writers, designers, photographers and others to produce materials. Testing and refining materials. This is a critical part of the process; testing and refining of materials continues throughout the marketing campaign. IDE tests all communication materials for clarity, recall, interest, and cultural appropriateness. Rural families participate in and actually dictate the design process.

good example of positioning statements

After my meeting with Don, things cleared out a little as to what deliverables I should produce. But first thing is first, I am going to start with positioning statement which should define what tinnitus association might want to tell the public. "How the Tinnitus Assoication will reinvent itself." So, I searched for examples of positioning statement.


Good examples of positioning statements identify the target customers, their problem, your value proposition, and key competitors. My all-time favorite format came from Geoffrey A. Moore back when he was a principal and partner at Regis McKenna, Inc.

Product Position Statement

For [target end user]

Who wants/needs [compelling reason to buy]

The [product name] is a [product category]

That provides [key benefit].

Unlike [main competitor],

The [product name] [key differentiation]

Every product introduction will have its own product positioning statement. This statement has value for management purposes. It's for internal use, to make sure we're all talking off the same page. It would get "doled up" for selling purposes. It's not your "elevator pitch".

Note that this is grounded in reality. It's not an "image" or "posture", but rather a position that is grounded in actual accomplishments and relationships.

When you view product introductions as one type of initiative a company can make then you will see how this all comes together. (Note that "initiatives" are broader set of activities that can also include actions like cutting back on travel to reduce expenses.)

1. Target Audience - the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal
2. Frame of Reference - the category in which the brand competes
3. Benefit/Point of Difference - the most compelling and motivating benefit that the brand can own in the hearts and minds of consumers relative to the competition
4. Reason to Believe - the proof that the brand delivers what it promises

Tourist website

http://english.visitkorea.or.kr/enu/index.kto

Official tourist website of Korea. I really feel like a tourist now~ Just really good image collection to download probably for future reference. I don't know whether this website will really help me sorting my concept out but at least it has nice photos and daily news~~~Let's keep track of Korean News

OutsideIn Korea

http://outsideinkorea.com/

Outside looking in, inside looking out

Various perspectives on Korea in and out.

Korean American Blog/info

http://citizen.nfb.ca/blogs/category/kyopo/page/2/

Here is another one. Korean American or any immigrants or second generation who lives in other countries is called Kyopo in Korean. The website deals with social changes mainly caused by citizenshitf/cultural shift. Informative to know that there are some form of media that deals with citizen shift but it is not exactly what I have in mind. I think this website could be a good starting point.

Korean American Blog/info

http://www.asiafinest.com/forum/index.php?showforum=4#

I was researching for opinions on Korea suggested by Korean Americans living across North America. I found some good resources/blogs/info websites on the research topic and it was really interesting to read what they have to say. I agree with some of them but not all. I found that Koreans born in America has different perspective to those of immigrants.