To encourage consumer recognition and recall of their new line of men's hair care products, Dove needs to utilize the consumer memory process. The following are ways to meet the brand goal:
1. Sensory Memory: Dove needs to create an ad that is eye-catching and appeals to the consumer's senses. When the consumer watches an attractive and well-executed ad, their brain will retain that information for a longer time.
2. Short-term Memory: Dove needs to use repetition in their ad campaign to keep the product in the consumer's short-term memory. When the brand's message is repeated and kept in the consumer's short-term memory, the chances of them remembering and recalling the brand at a later time is high.
3. Long-term Memory: Dove should make sure that their message is compelling and engages with the consumer on an emotional level. This will make the message memorable, thereby increasing the chances of the consumer remembering and recalling the brand in the future.In conclusion, to meet the brand goal of encouraging consumer recognition and recall of their new line of men's hair care products, Dove needs to create an ad that is attractive, use repetition in their ad campaign to keep the product in the consumer's short-term memory, and create a message that engages with the consumer on an emotional level to make the message memorable.