What is the role of celebrity endorsement in media communication?

Global Media Management- Assignment
Please follow the brief, it is very detailed about(the specific assignment requirements, structure and marking criteria)
-Pick and use as an example a celebrity(everything that they have endorse) or a brand (all the celebrity they have used for endorsing their campaigns).

-Recommend Models to be used:
Week 2 lecture (media management models)
Week 6 lecture (decision making factors)
Week 8 lecture (credibility)

Key reading list:
1)Dahlen,M., Lange,F. & Smith, T.
Marketing Communications: A Brand Narrative Approach
John Wiley and Sons

2)Masterman, G. (2007).
Sponsorship for a return on investment

Other indicative texts
3)ARIS A. (2005), Managing Media Companies: Harnessing Creative Value, John Wiley and Sons Ltd.

4)KOTLER P (2005), Marketing Management, (International, 9th Ed.) Prentice Hall.

5)KNIGHT P (2004), The Highly Effective Marketing Plan, Pearson Prentice Hall.

6)OKONKWO, U (2010) Luxury Online: Styles Systems, Strategies. Palgrave Macmillan

7)RUSSELL, J T & LANE, W R (2007) Kleppner’s Advertising Procedure. Prentice Hall.

8)SURMANEK, J. (2003), Advertising Media A-to-Z: The Definitive Resource for Media Planning, Buying and
Research, Higher Education.

9)WELLS W., et al. (2006), Advertising Principles and Practice, 7th ed. FT Prentice Hall.


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