Advertising campaigns are different depending on the channels of their promotion. In addition, the world’s largest companies in marketing activities need always to consider the different cultural characteristics of these regions and the current agenda of social responsibility. At first glance, the original approach to displaying advertising on Dove TV turned into a major scandal for the company and accusations of racism (Brown, 2017). The initial message of the organization was that its products were suitable for all skin types, but the implementation caused a public outcry. Demonstrations through television exacerbated the problem due to the comprehensive audience coverage, and the craving for globalism did not take into account important aspects of the social responsibility story at that time. It is very likely that many marketers have turned to regionalism and are moving away from the same ads worldwide (Nickels, 2018). Although Dove remained a manufacturer of quality products, its reputation and public relations suffered greatly.
In the middle of the 20th century, the toothpaste market was saturated, and the company’s turnover reached hundreds of millions of dollars. Colgate-Palmolive achieved sales growth during this challenging period through two activities: advertising primarily in newspapers, magazines, and other print publications. Firstly, the company enlarged the neck of the tube, and secondly, it demonstrated how much paste should be applied to the toothbrush; this can be seen in Figure 1 (Shrikar, 2020). Thus, a clear example of advertising has enabled the company to significantly increase sales, making it as effective as possible in terms of its goals. Although the reach of newspapers and magazines is usually local, when there was no television and the Internet, this type of advertising had the best effect, allowing the company to remain a market leader until today.
References
Brown, B. (2017). Dove Commercial [Video]. YouTube. Web.
Nickels, W. (2018). Understanding Business (12th Edition). McGraw-Hill Higher Education (US).
Shikhar, M. (2020). Story of how a toothpaste company boosted it’s sales. Web.