• July 3rd, 2015

The strong and the weak theories of advertising “are important because they are both right and they are both wrong”. Discuss this statement providing contemporary examples to support your arguments

Paper, Order, or Assignment Requirements

 

1,Use of relevant theory to support analysis.
2, paper should have Evidence of appropriate contemporary domestic and international examples
3, should be very Analytical competence, originality and strength of argument
4,should have a good Structure, coherence and presentation.

Marketing Communications (20 credit)

Course work 1

Individual written essay 2014/2015 50% of unit assessment

Fill (2013:430) wrote that the strong and the weak theories of advertising “are important because they are both right and they are both wrong”.  Discuss this statement providing contemporary examples to support your arguments.

Essay Length:  Not exceeding 2,500 words of double spaced typescript

Marking Criteria

Use of relevant theory to support analysis                                                                             25

Evidence of appropriate contemporary domestic and international examples       25

Analytical competence, originality and strength of argument                                         35

Structure, coherence and presentation                                                                                   10

Referencing                                                                                                                                       05

Total                                                                                                                                                      100

 

Skeleton reading

Fill C. (2013) Marketing Communications: brands, experiences and participation 6th Edition London Pearson.

De Pelsmaker Patrick; Geuens, Maggie; Van Den Bergh, Joeri (2013) Marketing Communications: A European Perspective, London, Pearson.

Egan J (2007) Marketing Communications.  London. Cengage Learning. .

Ehrenberg, A.S.C. (1974) Repetitive Advertising and the consumer, Journal of Advertising Research, 14 (April) 25-34.

Ehrenberg, A.S.C, (1997) How do consumers come to buy a new brand? Admap (March), 20-4.

NOTE:

You are expected to research and read from a variety of sources including academic books, Journals, industry resources.  Of particular use for you essay, visit WARC and Creative Club for latest academic research,  industry comment and marketing communications campaigns.

 

 

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