4MK006 : Introduction to Brand Communications - Management Assignment Help

Referring to the advert you created in assignment 1, apply the Shannon and Weaver (1962) communication model below:

Task:

1. Identify the message of your advert, how you think the advert been encoded and why it has been encoded in that way, who is the target audience of the advert.
2. Comment on the impact of noise, realms of understanding and feedback.
3. Apply Kelman’s (1961) model to discuss the credibility and appeal of the advert to the target audience.
4. Review the role of persuasion theory to engage the audience.
5. Examine the role of semiotics within the advert i.e. colour, music, font, actors, environment. 
6. Please ensure to include screenshots of the advert (wrap the images around your text)
7. Make sure to provide evidence of wider research and reading, with appropriate Harvard style referencing of all sources and theoretical models used.

Additional theoretical models you can use:

• Elaboration likelihood model (Petty and Cacioppo, 1986)
• Multi-step communication model
• AIDA (Strong, 1925)
• ATR (Ehrenberg, 1974)

Remember this is a formal report, avoid personal pronouns. Report examples are provided on Canvas.

Compulsory Text:

1. Shimp, T.A., and Andrews, J.C. (2015) Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage 

Recommended Texts:

1. Belch, G.E., And Belch, M.A. (2014) Advertising And Promotion: An Integrated Marketing Communications Perspective. Mcgraw Hill
2. Fill, C. And Turnbull, S. (2016) Marketing Communications: Discovery, Creation and Conversations. Pearson
3. Fiske, J. (2010) Introduction to Communication Studies. Routledge.
4. Lindstrom, M (2012) Brand Sense. Kogan Page.
5. Windahl, S., Signitzer, B., And Olson, J. (2012) Using Communication Theory: An Introduction to Planned Communication. Sage.

Assessment Criteria (The actual assessment components for this assignment)

Weighting (If applicable)

• Quality of preparatory work;
• Knowledge of marketing communications theory and the various techniques involved;
• Quality of analysis using appropriate theory and examples;
• Quality of the overall evaluation.

40%