Traditional Marketing The 4ps - Product, Promotion, Price, and Place make up the backbone or are the four cornerstone traditional marketing strategies. The focus of traditional marketing is on the identification of the correct audience segment, getting and understanding of the behavior of the audience and providing effective incentives for such audience to make a purchase of the product that is being marketed (Scott, 2007)
Such messages essentially need to be engaging and arise curiosity of the viewer of social media user in a manner that the users get engaged and either forwards or shares it or comments on the post. Marketing people can get a sense of the pulse of a particular group of potential customers from these activities (Zimmerman & Ng, 2013)
More than a decade on, one may conveniently play down the true revolutionary nature of Dove's advertising campaign at that time. Although not at the level of casual marketing sexism of the 1970s (which was the concept's absolute low point), the former half of the twenty-first century was an era in which toiletries and cosmetics advertisements featured skinny or slender women who bore hardly any likeness to the majority of women across the globe, just as Diet Coke's hunk was hardly representative of the average male (Bold, 2015)
After its 2004 ad campaign, the brand tweaked its marketing strategy to target the aging women population. This shift was consistent with the much-heralded, promising consumer influence of the aging Baby Boomers (Pitman, 2007)