Planning Tool for Marketing Communications Assessment.
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Added on 2019-09-16
Planning Tool for Marketing Communications AssessmentApplied to JaguarYour observation ofinteresting and relevantthemes and issues in thepromotionFrom your analysis of thepromotionPossible theoretical modelsand conceptsFrom the lectures and core textsEmpirical studies or articles that can beused to support your pointsFrom your search for relevant academic articles on your topic1. Celebrity :Advert features Nick Youngquest.Expand: how used, what isinteresting or unusual.McCracken’s model of celebrity meaning transfer (1989) Kelman’s model of source characteristics (1961)?Keel, A. & Nataraajan, R. (2012).Spry, A., Pappu, R. and Bettina Cornwell, T. (2011).2. StorytellingExpand: What is the story? How supported by visuals, music etcNarrative theoryWoodside, A.G., Sood, S. & Miller, K.E. 2008, "When consumers and brands talk: Storytelling theory and research in psychology and marketing", Psychology and Marketing, vol. 25, no. 2, pp. 97-145.3. MusicExpand: Type, tempo, artist, associationsCreativity...eg Ang (2007)Lantos and Craton (2012) A model of consumer response to advertising music, Journal of Consumer Marketing ,29, 1, 22-424. GenderExpand: What stereotypes, conforming or confronting stereotypes Gender codes (Jhally, or Goffman etc)(I haven’t found any yet. Feel free to add any journals that is suitable).Use this tool to list and explore areas of interest and to link them to theory and to relevant studies. Plan your completed critique around a selection or all of your identified features.-Keel, A. & Nataraajan, R. 2012, "Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding",Psychology & Marketing,vol. 29, no. 9, pp. 690-703.
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Marketing Communications Name Submitted to Date Introduction 4 Evaluation 4 Celebrity 4 Storytelling 6 Music 7 Gender 8 Reflection 9 References 12lg...