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Advertising and Promotion 9th Edition by George Belch ,Michael Belch
النسخة 9الرقم المعياري الدولي: 978-0073404868Advertising and Promotion 9th Edition by George Belch ,Michael Belch
النسخة 9الرقم المعياري الدولي: 978-0073404868 تمرين 10
Your assignment is to evaluate the use of three celebrities as advertising spokespersons with respect to their source characteristics as well as their cultural meaning. Watch the television commercials for Peak Long Life Antifreeze featuring Danica Patrick; the Electrolux appliance ad featuring Kelly Ripa; and the Priceline.com spot with William Shatner and answer the following:
Analyze the use of this celebrity using McCracken's Meaning Transfer Model, which is shown in Exhibit 6-3. Your analysis should address the cultural meaning of the celebrity and how it was acquired, what type of meaning the celebrity is transferring to the company or brand, and how consumers might take possession of the meaning the celebrity is attempting to transfer to the brand.
Analyze the use of this celebrity using McCracken's Meaning Transfer Model, which is shown in Exhibit 6-3. Your analysis should address the cultural meaning of the celebrity and how it was acquired, what type of meaning the celebrity is transferring to the company or brand, and how consumers might take possession of the meaning the celebrity is attempting to transfer to the brand.
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The persuasion matrix helps promotional ...
Advertising and Promotion 9th Edition by George Belch ,Michael Belch
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