Literature review, Marketing

Celebrity endorsement as a marketing communication tool: literary review

Project description
Theory Assignment

Length: 2000 words Individual (theory) report. This should be no longer than 2,000 words + or – 10% excluding abstract, bibliography and appendices. (for more information that you want to include, place those in the appendices and that will be marked)
Objective: Q: What is the role of “celebrity endorsement in marketing communication?
You are required to research the topic of “celebrity endorsement as a marketing communication tool” and write a literary review and analysis. Students will be asked to provide a literary review, critical analysis and commentary on academic theory regarding “The role that celebrity endorsements play in the overall integrated marketing communications plan.” You will need to do secondary research on the topic using textbooks and journal articles.

Details: Take a critical approach based on journal articles, textbooks and
Websites. Topic areas should be based on multiple sources to
demonstrate in-depth research;
Structure the assignment based on the funnel approach. Explain the concept from different perspectives i.e. compare and contrast and the concepts. Then focus on the specifics of the assignment i.e. how these concepts/factors support and maintain branding;
Use illustrative examples to reinforce the analysis and the concepts;
Clearly link the conclusion/recommendations to the previous analysis.

Marking criteria:
• Referencing, structure and general presentation – 10%
• Research – use of journal articles, textbooks and websites with more marks for balance between journal articles and textbooks. The more sources used (cited and included in the list of references) the more credible and convincing the research -20%
• Discussion – structure of the discussion so that contextual information main topics such as integrated marketing communications; consumer behaviour; branding and marketing communication models are critically analysed. The second part of the discussion should focus on how marketing communications works with the above to maintain and support brands or integrate the theme throughout the discussion. Use illustrative examples throughout the discussion. – 60%
• Conclusion – summary of the main findings – 10%
Hints: Use textbooks to gain a general understanding of the above suggested topics. Use these concepts as keywords to search the Emerald online database to gain further insight.
A report format will help structure the assignment and aid clarification of your ideas. However, an essay format is also acceptable.

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Referencing Requirements:
Celebrity Sells: Hamish Pringle: John Wiley & Sons (2004)
Shimp, T. (2007). Selecting Message Appeals and Picking Endorsers. In: Integrated Marketing Communications in Advertising and Promotion. 7th ed. Mason: Thomson South-Western. 294-329.
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management . 15 (4), p291-314.

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