Advertising, public relations, and sales promotion are all tools that communicate a message to consumers that represent a particular brand. Through advertising, SheaMoisture is able to show what they are selling, why people should consider buying it, and where the product can be purchased. The beauty industry is constantly pushing products at consumers through the use of provocative advertisements, but SheaMoisture has a much simpler approach. Through the use of print ads, SheaMoisture is able to demonstrate their brand and promote their wonder products. However, like most cosmetic and beauty companies, SheaMoisture uses a health appeal. This attracts customers who are body conscious or who want to be healthy. This is also a reason they constantly promote their products as organic and natural.
The advertisement above was made to promote SheaMoisture's new Color Cosmetics. The usage of color was used to make a straight forward, simple ad into one that can catch an eye. This ad, much like many other of SheaMoisture's, would most likely be featured on a magazine.
Surprisingly, SheaMoisture has yet to release an advertisement of theirs on television. They do however, gain a lot of their promotion from lifestyle and beauty bloggers.
A marketer must understand the importance of advertising, public relations, and sales promotion in order to perfectly communicate the brand's message and maximize profits.
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