Contemporary use of the

marketing
communications mix
This presentation is to explain the seven types of the communications mix and how each of them are
used within companies marketing strategies, giving relevant examples to each. These examples will
show a clear correlation to the explained theory and the show companies marketing.
The marketing communication mix include’s: Advertising, Public relations, Sales promotion, Direct
marketing, Personal selling, Sponsorship and Viral marketing.

By Indya Peacock

1
 Advertising Advertising
Role of Theories of Advertising: plan:
advertising: Strong theory: Jones (1991) 1. The message
- Inform States that advertising can be used to persuade and manipulate customers to buy, or
- Persuade 2. The media (Tv,
to change from another brand to theirs. Newspaper,
- Increase sales
- Brand recognition Magazines,
- Loyalty building Weak/ ‘nudge’ theory: Ehrenberg (1988, 1997) Cinema,
Advertising is to reinforce and maintain awareness rather than encouraging one-off Billboard, Radio,
purchases as consumers are driven by habit. Ehrenburg suggests the ATR framework Bus, Digital)
which is awareness of products, the trialing of it and the reinforcement from a brand. 3. The timing
(Fill, 2011,p236, p237)
Advertising models:
Sequential Advertising to THINK, FEEL, DO. Shock advertising:
Dahl et al (2003) Advertising
AIDA: Lewis (1898) ‘To deliberately, rather than inadvertently, startles and frameworks:
Attention, Interest, Desire, Action. offends its audience’. O’Malley (1991), Hall
- EXPOSURE (to ad), NORM VIOLATION, REACTION. (1992)
Hierarchy Of Effects Model: - Shock stays in a viewers mind for longer than a • Sales
Lavidge and Steiner (1961) regular advertisement but may cause loss of • Persuasion
Awareness, Knowledge , Liking, Preference, customers/ purchases if done badly. • Involvement
Conviction, Purchase, Action. - Emotional impact • Salience
(Fill, 2011, p231) (Fill, 2011,p227) (Fill, 2011, p245)

Advertising is one method of creating brand awareness reaching large audiences

using a range of media, which influences, reinforces, and reminds consumers about a
brand or product to stand out over competitors to increase sales.

Shock advertising (Dahl et al 2003) violates society norms as these stick in

consumers’ minds. This may include sexual references, graphic images, etc.

Strong theory (Jones 1991) explains how advertising persuades new buyers to
purchase using ‘manipulative and psychological techniques’ (Fill, 2011, p236).

Weak theory (Ehrenburg 1988,1997) suggests consumer habits overrule campaigns to

increase sales, therefore advertising is a method of reinforcement.

Advertising framework:
Sales are to seek short term changes so adopts promotional approaches.
Persuasion ensures the consumer moves through the sequential steps: THINK, FEEL,
DO.
Involvement draws in consumers.
Salience is based on advertisement standing out and annoyance.

2
Advertising “Wanna go to
McDonalds?”
example The phrase is repeated
throughout in different
languages, showing
McDonalds versatility and
wide community.
AIDA model (Lewis 1898)
Attention: Captures attention with (McDonalds, 2022)
phrase repetition.
Media type: Broadcasting
Interest: Creates interest though
showing a range of cultures and
D- Differenciated to previous ads with Media Class: Television ad
people in which the audience can minimal lines, using the same phrase. (also available of YouTube and social media)

relate to emotionally. R- Reminds by using the brand name

Desire: Leads viewers to question ‘McDonalds’ in every cut/ scene.
themselves “Wanna go to I- Informs by showing the brand logo at the
McDonalds?” which can increase end. An example of:
sales. P- Persuades though repetition and assuming
Action: The influence of the AD leads the viewer already knows what McDonalds WEAK THEORY
to sales and McDonalds purchases. offers, so encourages them to purchase.
(Fill, 2011, p231) DRIP theory (Fill, 2011) Ehrenburg, 1988
(Fill, 2011, p237)

This 2022 McDonalds advert creates an emotional response from the viewer which is
important in advertising to influence a purchase and an opinion on a product or
company, therefore increasing current and future buying (Fill, 2011, p240).
McDonalds emotionally connects all communities and cultures, showing inclusion
which is relatable and memorable, creating a positive response.

Weak theory (Ehrenburg, 1988) states that advertisement is to reinforce brand

knowledge and remind consumers of products. The advert suggests viewers already
are informed what McDonalds do due to only using one phrase throughout, with little
information on the brand with a focus on the encouragement of buying McDonalds
for any occasion. Therefore, strong theory (Jones, 1991) isn’t shown due to there not
being an encouragement to change brands or views, as McDonalds are confident in
their product.

3
 Public relations
Definition: ‘Public relations is the management
of communications between an organization and its PR models:
publics’. (Grunig and Hunt, 1984) • Press agentry/ Publicity
• Public information
Crisis mangement • Two-way asymmetric model
• Two-way symmetric model
Needed when issues appear such as managers (Grunig and Hunt, 1984)
mistakes, or general incorrect decisions ect, but
how fast the crisis is delt with majorly impacts the
managements results.
Creative campaign PR tools:
concepts: q Employees
Handling a crisis q House magazines
1) Relevent
Companies must keep all employees involved, be 2) Appropriate q Annual reports
honest about the story to be transparent to buyers, 3) Simple q Press relations
and therefore do not go ‘off the record’.
4) Compelling q Advertising
5) Surpising q Sponsorships
(Theaker, and Yaxley (2017) q Facility visits

Public relations are a strategic communication that compliments other marketing to

maintain a mutual understanding with the company and its publics.

The PR models: (Grunig and Hunt, 1984)

• Press agentry/ Publicity used to sell with techniques such as propaganda as one-
way communication.
• Public information is a government body with factual information, a one-way
communication.
• Two-way asymmetric model uses persuasion to influence buyer behavior such as
a debate with two-way communication which is limiting.
• Two-way symmetric model is mutually rewarding which could lead to change in
attitudes from both parties involved, a form of two-way communication.

Campaigns must be creative to capture attention using: relevance for meeting

objectives and strategy, appropriate to show company culture in consideration of the
publics, simple for easy understanding, compelling to secure the stakeholders, and
surprising to stand out against others.

4
Public relations example
This public relations campaign from IKEA presents
most aspects of the creative campaign concepts to
promote staying home during the peak time of the
COVID 19 pandemic lockdowns.

PR model type:
Two-way symmetric model
(Grunig and Hunt, 1984)
- Having two-way balanced effects
(YouTube, 2020) - Creating a mutual understanding
- Factual and positive promotion statergy to compliment
marketing for IKEA

“#StayHome”
- Personally relating to publics by using language such
as ‘Your home’. (YouTube, 2020)
- A more positive outlook on an unknown, terrifying
situation that people all over the world were facing

This IKEA PR campaign presents ways to have a positive view on staying inside during
the pandemic using creative concepts such as:
1. Relevance of the difficult times, whilst also promoting IKEA products as a comfort
for customers.
2. Appropriate by showing IKEA’s consideration of customers wellbeing.
3. A Simple message is presented with #StayHome, which is easy to understand and
memorable for the publics.
4. It’s Compelling by ensuring all stakeholders remain a positive outlook on IKEA and
its morals.
5. The campaign is Surprising as it differentiated from competitors by
acknowledging current social impacts.

An example of the two-way asymmetric model (Grunig and Hunt, 1984) due to having
rewarding outcomes for the publics, stakeholders and the company as it encourages
sales and comforts buyers with reminders to follow government advice.

5
 Viral Marketing
Viral THEORY: Diffusion of innovators
Marketing’s aim Explains the gradual acceptance and how products increase in Types:
is to create popularity. Providing a guideline for trends, BUT trend cycles may slightly • Emails
something that is differ today due it being developed in 1962. • Viral videos
worthy or being 1. Innovators (2.5%)- the first to accept an idea. • Messages
shared, to 2. Early Adopters (13.5%)- people who ‘jump’ straight on a trend. • Social media platforms
encourage mouth- 3. Early Majority (34%)- slightly behind but still on trend. • Text message
4. Late Majority (34%)- late due to only buying once most people • Podcasts
of-word and online
have bought or trialed a product as they are not confident in it. • Online gaming
communications/
5. Laggards (16%)- either made a conscious decision due to initially • Blogging
sharing of a brand not liking the product or subconsciously meaning they can buy it
or the product. during less demanding periods.
(Roger, 1962)
Viral marketing:
Snowball Principle THEORY- Key elements
Explains that for successful viral marketing
it must result in the snowball effect, which q Content Ambient Marketing- usual
marketing to get a WOW.
is where a video or advertisement post’s
views raise and keep being shared to
q Seeding Guerilla Marketing- is short
term to gain publicity short-
friends or family who then share it etc.
(Guy-Evan, 2022)
q Tracking term.
(Fill, 2011, p263)

Viral marketing is when a campaign goes viral through the sharing and popularity, but
it must have certain factors to be able to become viral.

The key elements to becoming viral include:

- Content: content must be creative to go viral as it must capture attention
enough to discuss it with others or send it to someone.
- Seeding: the group of people planting the trend such as opinion leaders,
influencers, experts ect who will influence the later followers to trends e.g.,
early majority, late majority and eventually the laggards.
- Tracking: assessing statistics of the effectiveness of the marketing and gathering
various feedback.
(Fill, 2011, p263)

Virality is spread through various ways such as the mass media once it has become
viral to an extent, beforehand people’s word of mouth through messages, sharing,
podcasts, emails, or videos it the beginning of how viral marketing is successful which
eventually catches on to the snowball effect.

6
Viral Marketing
example
How to achieve virality:
- Create the desire to share
- Innovative, with the ability to take risks
- Create emotion: laugh, cry, goosebumps, take breath
away, gasping, anger etc. (Dove, 2021)
- Extreme!
- Arousal and valence as this can increases virality by 70%
#TheSelfieTalk
(Dove, 2021)

(Dove, 2023)
Dove presented this viral online advert which became shared and a greatly popular
ad about natural beauty and embracing how you look without all the current social
media editing and makeup.

- This viral marketing advert achieved its virality by capturing the raw reality of
today’s society and the extent that people and especially younger people will go
to, to appear perfect to the standards of social media.
- Many of the comments expressed the sadness and that they had ‘cried’
watching, showing the importance of creating the desire to share or to
comment, which created a social media snowball effect and reaching over
1.5million views on only Youtube.

The key virality elements of Content, Seeding and Tracking:

Content- is original and relatable for the viewers in which they connect to.
Seeding- the #TheSelfieTalk opened the opportunity for a trending tag on social
medias such as Instagram or Facebook.
Tracking- the videos show the views, likes and comments which allows Dove’s
marketing team to have feedback and track the statistics.

7
 Sales Promotion
Involvement theory
Ultimate goal (Rossiter et al 1991) Reasons to use sales promotion:
of § HIGH involvement- has a high perceived risks and (Fill, 2016)
a low personal relevance (such as choosing a car or - Reach new customer to brand switch
PERSUASION.
a gift). - Increase customer retention
§ LOW involvement- holds little threat and risk, - Add value
with a high familiarity (such as buying bread). - Preserve cash flow
- Reward behaviour
Promotions can have a high or low involvement
Brand Emotional - Reduce distributer risk
Loyalty Pyramid depending on their individual differences,
personal opinion and economic status. - Support new lines
(Hallberg, G. 2004)
Bonding - Support other marketing
- Induce action
Advantage
Examples of Sales Promotion: (Lee, 2002)
Relevance and
performance
o Value Increasing- price/ - A reaction to competitors activities
quantity - Form of inertia to differenciate
Presence o Value Adding- additional - Meet short term sales goals
advanatages - Meet long term objects such as customer
No Presence loyalty/ engagement

Sales promotions aim is to encourage a behaviour from the target audience, with
short-term, tactical ways to benefit long term positive impacts and impressions of the
business, with a goal to persuade.

Sales promotions can either use value increasing or value adding techniques.
- Value increasing is either changing price or product quantity, examples include:
discounts, money-off vouchers, refunds, multi-buys ect.
- Value adding provides additional advantages for customers such as: samples,
limited editions, loyalty schemes, coupons, product trialing ect.

Due to the great rise in sales promotion it has become very competitive between
brands, so each aim to have exclusive to them only which is why there has been a rise
in the use of digital media and the support of other marketing tools.

8
Sales Promotion example
Value Increasing example Value Adding example

(Superdrug, 2022) (Superdrug, 2022)

(Next, 2022) (Next, 2022) Superdrug: Health &
o The yearly NEXT after Christmas sale starts Beauty card.
either on 26th or 27th December each year. The o The Superdrug Health and
sale provides lots of attention with customers Beauty cards allow customers to gain points from
queueing outside stores from 1am in the each purchase which can then be used to take off
morning before the 6am opening time. money from future purchases.
o Items are reduced to 50% off or below, with the o Members are given access to deals and given
products remaining the same quality as previous benefits such as a birthday treat, bonus points, deals,
full price sale items, attracting customers. free delivery on orders more than £15…
o They are only reduced for a limited time with o Customers can scan the card with each purchase to
limited range of items in the sale and limited gain points or add on points online to their using a
sizing in the clothing ranges available. receipt if they forget their physical card in store.

Value increasing:
NEXT’s 2022 sale is an example of value increasing sales promotion which gives
customers discounts with a minimum of 50% off. This attracts more customers than
usual which leads to much greater sales than a regular day, and as sales are irregular
people prepare to buy more items due to large price cuts which increases sales and
attracting a wider range of customers who may not usually purchase NEXT products
therefore even though prices are lower many more items are sold creating higher
profits.

Value adding:
Superdrug’s Health and Beauty card shows value adding by giving additional benefits
to customer that sign up to the membership. These benefits attract more buyers sign
up and give personal details which allows direct marketing to cross over, which
betters the long-term sales as well as current sales.

9
 Sponsorship
Sponsorship is a commercial activity in which creates a credible
message ”directed through a third party” (Fill, 2011, p265) and it will
”exploit an association with a target audience in return for funds,
Four types of integrated congruence:
services or resources” (Fill, 2011, p265). Due to sponsorship involving usually two- parties there
must be a certain level of congruence for the
This does NOT
sponsorship to be effective, and therefore must be
Types of sponsorship: include charitable
assessed for the correct match.
o Sports events due to 1. F- Match: There is a high functional congruence but
low image congruence.
o Programme charities having
positive social 2. Match: High in image and functional congruence.
o Arts (Fill, 2011, p268-p270)
impacts. 3. No Match: Low image and functional congruence.
4. I- Match: High image congruence but low functional
congruence.
Sponsorship Objectives: (Poon, et al, 2010)
Primary objectives: Secondary objectives: Examples include:
- Building awareness - Attracting new customers - A betting company sponsoring a sporting event is
- Improve customer - Motivate staff as they may functional congruence as they both parties interlink.
loyalty - A brand sponsoring schools is image congruence to
get brand sponsor make the brand have a positive image.
- Improve the brand benefits
perception to consumer - Supporting intermediaries

Sponsorship is a vital area of the marketing communications mix, as it reaches mass

markets usually using two parties to promote the brands products.

Brands cannot be placed together until thoroughly thought through will consideration
of the functional and image congruence.
- Functional congruence is when the party that is sponsoring and the party that is
being sponsored connect in an obvious way that is practical for both.
- Image congruence is how the sponsorship will make the brands look to the
consumer, with either a positive or negative image being portrayed.

Types:
Sports sponsorship- attract large audiences though the event and the events media.
Programme- a cost effective medium by using a programme to associate it with the
sponsor
Arts- mainly a cost-effective option for hospital and aims to enhance the corporate
status.

10
Sponsorship example
Type: Factors impacting
growth and
Sports development of
Sponsorship sponsorship:
- Social media
- Mass media coverage
increasing
- Recognition on
inefficiencies in traditional
(Houston, 2022) media
- The need to develop
Adidas were the official kit sponsor for the 2022 brand association
Qatar World cup. All teams wore Adidas and with - Increasing costs of other
the use of social media and events media Adidas media

(Ad Age, 2022)

was constantly on the screen during the weeks of - Industry regulations an/ or
the World Cup. This huge sponsorship put them
the government
greatly above other sportswear competitors such as
regulations
Nike.

Adidas Sponsored the 2022 Qatar World Cup which is a type of sports sponsorship,
intensely covered my mass media all over the world, and being spoken about in- real
life as well as social media creating a great brand visibility for Adidas. There were
several other sponsors of the World Cup such as Coco Cola and McDonalds, but these
and other were not the main one due to the low functional congruence as a high
sugar drink or fast-food brand do not fit with the active, football games.

Adidas sponsoring the men’s World cup had great congruence, the congruence for
this sponsorship would be a match (Poon, et, al, 2006) due to its great brand
functional congruence as Adidas is a sportswear brand in which is sold and bought
worldwide, it also has high image congruence as the consumers will be highly
influenced by the choice of FIFA to have Adidas as the kit sponsor over other popular
brands. Therefore, the consumer would assume that due to the inspiration of
footballers if they wear Adidas then it must be the best quality brand to buy from,
raising sales.

11
 Direct Marketing
Direct marketing is used to
Role of direct marketing: Methods- An initial
manage customers behaviour to
• Initially direct mail was the communication, trigger responses and maintain a
• Email relationship with the customers.
main tool but now a range of • SMS complimenting
other media. other marketing Promotions will be directly sent
• Direct mail via post
• Generates a series of techniques. to the target market for example
• Door-to-door
communications and response • Radio using the customers name for
• Measurable activity • Social media engagement and
• Builds trust and commitment • Telemarketing personalization to create the
(Ganesan, 1994) effect of a strong customer to
brand connection, therefore a
positive company outlook and
Permission marketing: increase sales.
Due to direct marketing using the collection
Benefits of direct marketing: of data there must be elements of trust and
v Two- way communications with consumer allowing
feedback
choices of where personal data goes.
Therefore, companies much be “getting the
Types:
v Individualise specifically to consumer, e.g. using 1) Complementary tool
okay” (Smith, 2004) to maintain positive
their name in an email 2) Primary differentiator
relationships. This benefits customers by
v Reponses and reaction can be measured
further cost reduction, and benefit 3) Sales channel
v Creating a personal connection leading to more
companies by improving their 4) Brand vehicle
loyalty and commitment to a brand
personalization and the relevance of
messages. (Fill, 2011, p279, p280)
(De Pelsmaker et. Al, 2007)
(Fill, 2011, p283)

Direct marketing is when “all media activities that generate a series of

communications and responses with an existing or potential customer” (Fill, 2011,
p278) and this is used to compliment the other marketing communication tools.

Types:
Complementary tool- is used to ultimately compliment other marketing tools by
increasing awareness, generate brand leads and reinforcement.
Primary differentiator- is used to differentiate from competitors by directly
contacting target, often used for ‘niche’ markets.
Sales channel- is used greatly in telemarketing using technology to show similarly
released products for consumers, but this is not ethical due to that lack of permission
for third parties holding personal information.
Brand vehicle- is used to strengthen brand to customer relationships by using
strategic methods such as sending personalized reminders, or a birthday discount.

12
Direct Marketing
example
Direct marketing drivers of growth:
Type:
1. Technology- allows customer data/
information to be easily collected and
have two-way communications with the
Brand
target
2. Changing market context- direct Vehicle Uber here uses direct emails
marketing ensures it can easily change addressing the target
with the market to the specific needs of consumer with their name for
customers meaning faster responses personalisation.
and benefits of the marketing. There is a sales promotion
3. Changing organizational with a direct link to there
expectations- several drivers within website below the details of
the company links cause pressure for the discount for rides. The
the costing ect, and the improved amount of clicks of the links

(Uber, 2023)
ability to collect valid data efficiently, sent can be monitored and
use of personalisation, all improved measured for gathering data
this. of the effectiveness of this
(Fill, 2011, p281) method.

The direct marketing example of the brand ‘Uber’ which is a taxi service company
which runs via booking on a phone by either the app or website.

One of the many direct marketing techniques they use includes regular personalized
emails in which offer promotions or update loyal customers on changes/ upgrades to
Uber. The email shows personalized features which create a personal loyalty and
customer to brand connection which is why emails or SMS messages are used as a
brand vehicle (Fill, 2011, p280) using methods such as this promotion of 40% off
customers future rides.
A main driver of this is changing technology as when ordering an uber you must login
or create an account which gathers data which then allows these direct marketing
emails to be distributed complementing Ubers other marketing.

13
 Personal Selling
What is Personal Strengths: Weaknesses: Stages of personal
Selling? • Greater attention= • Possible inconsistent selling
It is two-way, face-to-face less noise messages, which can
communication in which • Two- way cause confusion Prospecting for customers
the consumer can give communications • High cost per contract
feedback or ask questions providing feedback for the company Qualifying prospects
and the company can give and opportunity for • Little control due to
tailored response to each questions the salesman having Developing the relationship
and every individual. • Greater participation different strategies or
(Fill, 2011, p289) Presenting sales message
in decision making preparation
meaning problems • The reach is low, due
can be solved to it being personal to Handling queries & objections
Sales force each client
Closing the sale
structure:
Providing service and support
o Geographical When should Personal Selling be used?
based Developing the relationship
Complexity, Buyer significance, Communication
o Product based
effectiveness, To create a channel network, For
o Market based Maintaining trust & commitment
customization, or When demonstration/
o Customer types/
explanation is needed. (Fill and Turnball, 2006,
needs based (Fill, 2011, p293-p294) p279-p280)

Personal selling is a face-to-face marketing communications tactic in which the

vendor can personalize answers to the questions and feedback customers have about
their product or service.
It aims to ultimately gain commitment and trust from the consumer by developing a
relationship in which the customer feels reassured in the brand and their product.

When Personal selling should be used: (Fill, 2011, p293-p294)

- Complexity or the product to enable the vendor to educate the buyer to solidify
their product knowledge before buying.
- Buyer significance is how significant the purchase will be to a company and how
the seller can adjust to each.
- Communication effectiveness some purchases require higher involvement from a
company and the seller can communicate in-depth answers which aren’t available
in other forms of marketing strategies.
- Channel network is to be used for creating a close network with the loyal
members.

14
Personal Selling
example Apple use a
product-
Role of personal selling: based sale
Getting information force
Ensure there is knowledge of the structure
customer and their needs, being aware (Apple, 2022)
of other competitors.
Giving information
Telling the customer or stakeholder what
the company offers and why they differ
to other brands, giving out the product
or the service information. Attention AIDA theory is used in Apple to
Using information Interest gain attention to the products
which will draw people into the
Helping customers solve any problems
or misunderstanding they have, to gain
Desire store. The Apple seller answers
queries which leads to the desire to
their full understanding and encourage a Action buy and finally they will be
stronger bond with them. (Lewis, 1896) comfortable to action, and
(Fill, 2011, p290) purchase. (Pinterest, 2023)

- Apple stores each have a team of trained tech professionals which have great
product knowledge. The stores provide one-to-one and face-to-face personalized
experience for each customer with a product- based sales force to educate the buyer
on the products due to their complexity and specific software, with products
available to view and use the buyer can see the exact item they will be purchasing
which can be important when investing into an expensive piece of technology.
- Apple also advertises workshops in which people with lower understanding of the
products can have tutorials which is inclusive and maintains the strong trust
between the brand and customer.
- Giving, Getting and Using information will be the structure in which employees use
to ensure the customer feel satisfied with the product with no unanswered
questions.

15
 Summary:
This presentation explored the several marketing communications tools used by brand and the theories
and reasoning to why marketing is the way it is today. There is not one marketing tool that is greater
than the others, each work and link in together to have the most successful campaigns in the longer
term. Concepts were seen throughout such as AIDA and DRIP theories which is a clear emphasis on how
interlinked each of them are due to having similar baseline ideas to attract the most attention and
customers. With the use of resources, research and personal knowledge the contemporary use of the
marketing communications mix has clearly presented the key ideas.

16
 Bibliography
Fill. C (2011) Essential of marketing communications, The strong and weak theories of advertising. Harlow: Persons Education Limited.

Fill, C. and Turnbull, S. (2019) Marketing Communications: Touchpoints, sharing and disruption, Harlow: Pearson Education.

Fill, C. (2013) Marketing Communications – brands experiences and participation, Harlow: Pearson Education.

McDonald’s (2022) Wanna Go To McDonald’s?. [Online]. YouTube. Available from: <https://www.youtube.com/watch?v=_PNrnwLd2ag> [Accessed 27 November
2022].

Grunig, J., Hunt, T. (1984) Managing Public Relations, New York: Holt, Rinehart and Winston.

Theaker, A., Yaxley, H. (2017)The Public Relations Strategic Toolkit : An Essential Guide to Successful Public Relations Practice, New York: Taylor & Francis Group.

Clifford Chi (2022) 15 of the Best Public Relations examples to Inspire Your Next Campaign. [Online]. HubSpot. Available from:
<https://blog.hubspot.com/marketing/public-relations-examples> [Accessed 22 December 2022].

Ads of Brands (2020). IKEA: I Stay Home. [Online]. Youtube. Available from: <https://www.youtube.com/watch?v=IHCD5dz2l8s&t=22s> [Accessed 22 December
2022].

Rossiter, J.R., Percy, L. and Donovan, R.J. (1991) A better advertising planning grid, Journal of Advertising Research , October/November, 11-21.

Hallberg, G. (2004) Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximizing
programme success, Journal of Targeting Measurement and Analysis for Marketing, 12(3), 231– 41

Next Retail Ltd (2022). NEXT. [Online]. NEXT. Available from: <https://www.next.co.uk> [Accessed 27 December 2022].

Superdrug (2022). Superdrug. [Online]. Superdrug. Available from: <https://www.superdrug.com/beautycard> [Accessed 27 December 2022].

17
 Bibliography
Uber (2023) Uber [Online]. Available from: <https://www.uber.com/gb/en/> [Accessed 15 January 2023].

Egan, J. (2020) Marketing Communications, 3rd Edition, London: Pearson.

Apple (2022) iPhone 14, iPhone 14 Pro, iPhone 14 Pro Max, Apple Watch Series 8, and new Apple Watch SE arrive worldwide [Online image]. Available from:
<https://www.apple.com/newsroom/2022/09/iphone-14-lineup-apple-watch-series-8-and-new-apple-watch-se-arrive-worldwide/> [Accessed 15 January 2023].

Pinterest (2023) Star in Black Of Five Points Shape free icons designed by Freepik [Online image]. Available from:
<https://www.pinterest.co.uk/pin/602989837624954494/> [Accessed 15 January 2023].

Poon, D.T.Y and Prendergast, G. (2006) A new framework for evaluating sponsorship opportunities, International Journal of Advertising, 25(4), 471-487.

Poon, D.T.Y., Prendergast, G. and West, D. (2010) Match game: linking sponsorship congruence with communication outcomes, Journal of Advertising Research,
4(80), 214– 26.

Houston (2022) Adidas reveals kits for Qatar 2022 FIFA World Cup [Online image]. Available from: <https://www.insidethegames.biz/articles/1127662/adidas-fifa-
world-cup-kits> [Accessed 15 January 2023].

Ad Age (2022) ADIDAS CELEBRATES MESSI'S WORLD CUP TRIUMPH WITH A 3D BILLBOARD [Online image]. Available from:
<https://adage.com/creativity/work/adidas-celebrates-messis-world-cup-triumph/2460076> [Accessed 15 January 2023].

Rogers, Everett M. (1962): Diffusion of Innovators. New York; Free Press

Guy-Evans. O (2022) Snowball Effect [Online]. Available from: <https://www.simplypsychology.org/snowball-

effect.html#:~:text=The%20snowball%20effect%20is%20a,making%20it%20larger%20and%20larger.> [Accessed 15 January 2023].

18
 Bibliography
Startup Talky (2021) Top 10 Viral Marketing Examples [Online]. Available from: <https://startuptalky.com/top-viral-campaigns-analysis/> [Accessed 15 January
2023].

Dove (2021) Dove | Reverse Selfie | Have #TheSelfieTalk [Online]. Available from <https://www.youtube.com/watch?v=z2T-Rh838GA> [Accessed 15 January
2023].

Dove (2023) Dove [Online image] Available from: <https://www.dove.com/uk/deodorants.html> [Accessed 15 January 2023].

19