Planning Tool for Marketing Communications Assessment.
Added on - Sep 2019
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Planning Tool for Marketing Communications AssessmentApplied toJaguarYour observation ofinteresting and relevantthemes and issues in thepromotionFrom your analysis of thepromotionPossible theoretical modelsand conceptsFrom the lectures and coretextsEmpirical studies or articles that can beused to support your pointsFrom your search for relevantacademic articles on your topic1. Celebrity :Advert features NickYoungquest.Expand: how used, what isinteresting or unusual.McCracken’s model ofcelebrity meaning transfer(1989)Kelman’s model of sourcecharacteristics (1961)?Keel, A. & Nataraajan, R. (2012).Spry, A., Pappu, R. and BettinaCornwell, T. (2011).2. StorytellingExpand: What is thestory? How supported byvisuals, music etcNarrative theoryWoodside, A.G., Sood, S. & Miller, K.E.2008, "When consumers and brandstalk: Storytelling theory and research inpsychology and marketing", Psychologyand Marketing, vol. 25, no. 2, pp. 97-145.3. MusicExpand: Type, tempo,artist, associationsCreativity...eg Ang (2007)Lantos and Craton (2012) A model ofconsumer response to advertisingmusic, Journal of Consumer Marketing ,29, 1, 22-424. GenderExpand: Whatstereotypes, conformingor confrontingstereotypesGender codes (Jhally, orGoffman etc)(I haven’t found any yet. Feel free toadd any journals that is suitable).Use this tool to list and explore areas of interest and to link them to theory and to relevantstudies. Plan your completed critique around a selection or all of your identified features.-Keel, A. & Nataraajan, R. 2012, "Celebrity Endorsements and Beyond: New Avenues forCelebrity Branding",Psychology & Marketing,vol. 29, no. 9, pp. 690-703.