[Journal:] International Journal of Technology for Business (IJTB) [ISSN:] 2644-5085 [Volume:] 1 [Issue:] 2 [Publisher:] Springwish Publisher [Place:] Bratislava [Year:] 2019 [Pages:] 9-15
Springwish Publisher, Bratislava
In this day and age there are mechanisms or mediums to pass messages for advertisers and this include traditional print media, online advertisement campaign, electronic media such as television and radio etc. However, a very critical feature a whether an advertisement is successful or not depends on the realms of understanding between the source and the receiver. This paper has examined the importance of realm of understanding in a communication model by analyzing Dove's phenomenally successful online advertisement campaign titled Dove Real Beauty Sketches.
Marketing Communication Realms of Understanding Cognitive Theory Advertising