The purpose
of this blog is to critically analyse how is it possible to make an connection between
music and fashion in advertisements based on John Lewis Christmas ad 2011 and
to evaluate what are the issues in nowadays advertising in communication as well
as what is the future of the advertising.
‘Music in
advertisements has the power of changing people’s moods and creates emotional
responses to the advertisements. A study shows that consumers’ mood and buying
intentions can be affected by music in the background (Galan, 2009). Music in fashion advertisements play a very
important role as it shows the brand sensuality, sense of luxury, high culture
and finesse. Creative process for fashion advertisements is almost fully on
forms and reuse of music. Music vibrates at different levels of frequencies and
appeal to people over different sensory organs than visible information. People
pay more attention to the visible staff that to the one they hear that is why
music in fashion advertisements influence people thoughts and feelings but
people cannot recognize it and do not know about it. While music belongs to the invisible power of
advertisements, fashion in advertisements plays the visible role. Through the
advertisements, fashion can express affiliation; lifestyle and shows brand
personality (Anthony McCann, 2004).
JOHN LEWIS AND THE CONNECTION OF
MUSIC AND FASHION
John Lewis uses music as a powerful tool in its advertising in order to stay in peoples mind and make emotional connection with them. The brand in their advertisements always has well-known songs which have a well-known song which has a right fit with the brand and then reinventing it in a different way. Many tracks from John Lewis have gone on to be popular in their own way, reaching the top of the music charts. The reason behind that is that people do not focus too much on the song but it stays in their mind and helps remember about John Lewis brand. Other reason is that well-known songs are used in fashion advertisements have a powerful associations with the brand. To those belong the fact that people listening skills are able to access related thoughts and connect them with the advertised product or brand. John Lewis know that by using a well-known song, sang by unknown artists trigger peoples general associations with the brand, bring back nostalgia and it stimulus people’s perception of the brand. It influence people to buy an artist’s music and increase awareness of music (Adam Sherwin, 2009). John Lewis has realised eleven track album with all the songs used in their advertisements. The album was lunched 2 weeks before Christmas 2011 and gave a new meaning into the music industry (James Hall, 2011). John Lewis strategy is to target "premium programmes, which drive conversations and allows the ad to become part of that". John Lewis has driven more than 1m music sales. The “Please, Please, Please Let Me Get What I want” song was for seven weeks in chart and sold 83,000 covers (Mark Sweney, 2012).
TYPE AND SUCCESS OF THE
ADVERTISEMENT.
All of the John Lewis Christmas
advertisements have similar themes. Advertisement from 2011 “The Long Wait” is
an award winning and heart touching one. The advertisements was made by Adam
& Eve DDB agency and realised on Friday 12 November 2011 which is widely
seen by advertisers as reading for Christmas trading period because of UK
equivalent of Super Bowl. The emotional £6 million advertisements have an
impact on every adult heartstring by showing a young boy counting down days to feel
the joy of giving the gift to his parents.
This 90 seconds advertisement is backed up with “Please, Please, Please,
let me get what I want” song originally recorded in 1984 by The Smiths and
rerecorded by Slow Moving Millie (James Hall, 2011). The advertisements gained the success the
creators hoped for. The advertisement within hours of its launched hits the
social media by being trended on Twitter and received 420,000 views on YouTube,
now the advert was hit by 5m views moreover it was watch by 10 million viewers
in a prime X Factor slot on Saturday night. The advert was more popular
than the one from 2010 as previous ad received 439,000 YouTube hits in 11
months! Although such a success the advert does not suit to everyone’s taste
and was parodies by a wide range of people on the Internet The example can be a
version with the music from horror movie “The Shining” which according to the
Twitter post made by comedy writer Tom Jamieson fits perfectly (video to the ad
below). (Andrea Mann, 2011).
John Lewis 'Shining' Spoof Christmas Ad Made By Twitter Version
THEORIES AND MODELS
Why John Lewis Christmas advertisement was so successful? The models should give the answer for that question.
Why John Lewis Christmas advertisement was so successful? The models should give the answer for that question.
-
PEST
Social
“The Long
Wait” ad has a big social influence on people. It’s a touching plot that in
addition promotes John Lewis product range. This ad left viewers misty eyed in
the John Lewis Christmas commercials.
John Lewis Christmas advertisements have an huge impact on people as
audiences are waiting every year for new ad to see if it’s going to be better
that the other one. Christmas ad from 2011 had 1 million viewers in 5 days
which shows that audiences were going crazy over this ad. “The Long Wait” ads touched and inspire the
nation. The company tugged the nation’s hearts and 90 second commercial left
many people in tears (Sean Poulter, 2012). Moreover this ad
inspired comedian Charlie Brooker as well as it inspired a whole range of
audience by imagining a different ad story.
Images in this ad were design to engage emotion and they did that. John
Lewis taps into shopper emotions and increased sales and customers in that
process (Graham Charlton, 2013).
-
THEORY OF CONSUMER
John Lewis belongs to the Post Modern Consumer, Mary
Goodyear. The reason behind that is that the ad tries to reach people’s
stimulus. Postmodern Marketing is a strong stimulus, and this
stage the most important speed of research. Postmodern marketing have to cope
with a mature competitive market and knowledgeable and cynical consumer. “The
Long Wait” ad after realized had many modifications made by customers that are
why OMD agency had to be careful with thinking about new 2012 Christmas advertising,
to avoid such a situation. This type of
advertising knows when to give pleasure to the consumer, when to give a surprise
to them or when to challenge (Barbara Strozzilaan, 1999).
- FCB Model.
-
STRONG
AND WEAK MODELS
“The Long Wait” John Lewis Christmas ad 2011 belong
into the “Weak” model because the ad continue the emotional strategy from the
previous year and due to this it shows a strong relationship with the existing
customers as well as people are knowledgeable. John Lewis ad creative knows
exactly that people wait for similar subject ad and they know that changing
themes would disappoint the company customers. They know they can expect
something surprising and emotional from John Lewis Christmas advertising that is
why people wait impatiently for John Lewis advertising campaign. The ad fit with Christmas traditions and does
not try to change it (Andrew S.C. Ehrenberg, 1974).
-
SEMIOTICS
Sign code
used in John Lewis Christmas advertisements gave them reputation of “best ad
ever” and made many people cry.
According to the “Long Wait” ad Christmas time for John Lewis associate
with the period not only of receiving and giving but it is about the tradition
of anticipating, and the unusual time of being surprised and this is the secret
why the ad got so successful. The sign language which is shown in the ad says
that the family belong to the middle class family that’s what John Lewis target
and this is shown by the house the family live in (sash windows, small house
and rooms in there, the street family lives in) and the lifestyle they have.
Another shown sign language is refereeing to the advent calendar which focuses
on expectation and building up to Christmas.
As advent parallels go on, advertisement shows many different aspects of
Christmas which are: impatience for Christmas to come, snow, shopping, dinner,
nativity plays, Christmas lights and many more. Those small aspects of the ad
correspond to the audience’s Christmas preparation and at the end there is this
special surprise in the special day.
Surprise is a separate future of the ad. “Long Wait” breaks the trend as
the advertisement make such an impact on audience that they wait with the boy
for Christmas to come and surpassingly people see that waiting is not for
receiving the gift but for giving them, additionally the camera shot was
structured so that the boy gives the gift to the audience, which shocks people.
Moreover music in the background which is well known and gives calmness shows
the spirit of Christmas even more (James Archer, 2011). In addition to shows the winter appearance, by
adding snow on rooftops and hedges and on the windows. To show more of the
winter spirit breath and redness from the cold to the boy’s face were added.
John Lewis
uses a tactic of connecting and engaging with customers by creating emotional
Christmas advertisements. The markets have a definition that if the brand can
emotionally connect with its customers then people will take the offer. After
the success of Christmas campaigns for John Lewis, people are waiting for the
next step of John Lewis and the advertising idea which will be undertaken. From
year to year Christmas ads made by the company are very successful in the
digital media as well it higher the company sales. The emotional tactic of
making advertisements appeals into people moral values and brand loyalty. From
John Lewis that kind of adverting takes away the stereotype of being purely
money grabbing brand and being unsympathetic into ordinary peoples’ situations.
According to the study, emotive advertising rise people happiness and
wellbeing. Additionally advertisers know that people does not have as much
money to spend nowadays that is why financial benefits would not sell as much
as emotion connection with its customers (Patric Danaher, 2012).
Emotionally
connection with people was already started in the past by many artists through
their paintings. To the artists that relates back into the John Lewis
advertising philosophy belong:
Ruben Belloso whose art has an impact on peoples’ reactions. His art
shows a lot of emotions through faces which makes people cry.
(WackeyMania,
2010).
Post impression art relates back into
the ad philosophy as the art which was created in that time was mostly based on
the emotions. The example of the post impression artist is Vincent van Gogh.
Van Gogh's
ear 'cut off by Gauguin'. This painting brings many different emotions to
people and gives a lot to think. People can interpret such a painting in many different ways and reactions (Angelique
Chrisafis, 2009).
Another post-impressionist which give
many emotions through his art is Paul Cézanne. His art is a mystery of design
colour and composition (Cierlmeyrin, 2009).
HOW TO USE ADVERTISING AS AN EFFECTIVE
PART OF THE MARKETING COMMUNICATIONS?
How John Levis Christmas ad does use marketing communication to become so successful then?
How John Levis Christmas ad does use marketing communication to become so successful then?
Marketing
Mix was designed in early 50s and at that time the norm was management decided
products and push communications. Nowadays marketing research approached new
approaches. Time has changed due to commuter generation, Internet, social media
and customer power. Before people who work in marketing knew exactly where they
stood now for example if advertiser made advertising the commercials were made,
if person did PR it was all up to the person what was done and if person did a
design the they were coming with visual and graphics and usually mixing all of
these staff didn’t work together. Nowadays in the internet age there is
impossible to run a campaign that doesn’t involve the company website, social
media and PR. (Olorunleke Kola, 2010). Moreover back in
days printed marketing was the only method of conveying the message to the
customers. In recent time television, emails, blogs, mobile marketing as well
as company websites became the necessary trend of conveying the message to the
customers (Barbara Strozzilaan,
1999).
The example
of John Lewis Christmas ad shows that to make advertising a part of the
effective marketing communications, multichannel techniques should be used.
Digital media take a huge impact nowadays on the customer decision making
process. TV ads in not enough to make it successful, social media are very
important nowadays to get people involved into the process and to create a buzz
around the ad launch. The John Lewis Christmas ads create an emotion through
its commercials and then push it through digital media to make people talk
about it a lot.
Another part
which plays an important role in marketing mix is email marketing. It plays and
played very important role for John Lewis and other brands. There is seen a triple digital growth in
mobile and tablet shopping which increase traffic and the company revenue. It
allows customer to choose the way they want to shop. Additionally PPC, excellent
web user experience and Click and collets option is important to encourage
people to purchase the products.
To make
customers even more involved John Lewis introduced wi fi in the store as well
as number of available iPods for customers which increase customers experience
and introduce brand personality more (Graham Charlton, 2013).
In order to
make outstanding advertisement the process starts at the strategic development
stage. First of all it is important to start with marketing communication
programme, and then responses of the consumers have to be captured. The
responses are recorded in the advertising data. After that, executives analyse
and evaluate the data and write reports which help to allocate the integrated
marketing and communication budget. The integrated marketing communications
develops a strategy with the appropriate combination of offline and online
channels. It has grown manifolds in recent years due to numerous shifts in the
advertising and media industry. Nowadays for the developers it is a primary
strategy. For the success of the company
business it’s important to select communications elements as the advertising
should be effective in all of the platforms.
Once the integrated marketing process has been set, the company can
start reap rich dividends from that. And
this is how the successful advertising should be made within the marketing
communication mix (James Green, 2012).
HOW ADVERTISING IN MARKETING
COMMUNICATION MIX CAN CHANGE IN THE FUTURE?
So how John Lewis ad may
change its advertisements in the future in order to be successful?
Advertising
is all about the sending messages (which are the stories of the things that
have been done) to the people, to persuade them to buy (which is demonstrating
the brand purpose) and from that point the future of advertising is doing
exactly the same thing but better. It will be all about targeted messages, zero
cost media and among many others timely interruption and a big data which
answers for many asked questions. Consumers of the media industry are the most
computer power and it still continues to explode. The predictions for the future of advertising
are:
-
Advertising
experience becomes highly targeted due to tracking the customers’ activities.
-
People
won’t be able to skip advertisements; therefore they will be kind of forced to
see ads.
-
The
way customers will use different forms of technology is what will affect the
future of media. Brands have to gain customers trust through such devices as
they have an ability to craft the brand story along with the brand and
advertising agency (Joe Cappo, 2005).
New innovation in advertising and digital technology will change the
media landscape. There is a possibility that in all of this battle the winners
will be Amazon, iTunes and Netflix while on the lost positions may be cable
businesses, television stations, newspapers and book publishers as well as
music labels (James Green, 2012).
The role of
Christmas advertising for John Lewis has an role of publicising the brand
rather that it’s a brand building as John Levis is already well known by people
and do not have to build its reputation while the company have to gain new
customers and keep the existing one through its communication mix. The consumer
which John Lewis targets (postmodern society) through its communication are a
marginal customer as advertising raises the willingness to pay for a brand (Tülin
Erdem, 2004).
ISSUES
How John Lewis
Christmas Advertisements does overcome all of the issues and become so successful?
Nowadays
advertising faces many issues. With the
years sophistication of advertising techniques and methods progressed, enticing
consumerism and needs where have been none before or even changing luxurious
into the necessities. Another issue is that the technology drives “New Product
Development” (Acton, 2011). More issues which should be highlighted are:
Ø Many changes in the way people use
media.
Ø People know how to engage rather than
give an opportunity.
Ø Old survey styles have been abandoned
Ø The data is unstructured, which is
difficult to analyse and it doesn’t represent larger segment data of the population.
Ø Opportunity which measures the actual
media exposure does not predict problem ahead and only defines what constitutes
the desirable level of specific metrics. Additionally it only measures 80% of people
awareness which may be not enough.
Ø If the advertised product is small it is more
difficult to get high awareness.
Ø People don’t like answer
questionnaires so advertisers should find other way of researching peoples
opinion.
Ø Advertisers have to shape and change
the advertising content into the one which fit into demographics and this put
them in the risk of losing money if it goes wrong.
Ø More many external variables which
affects advertising is lack of control over public buying decision process,
makes a threat but also give an opportunity to become an leader (Terrence
Shimp, 2010).
The issue
which marketing mix faces is the fact that it does not consider the consumer
only the product. Nowadays while the technology progressed, some changes should
be made, and marketing mix concept requires rethinking to be successful in
recent time as now the customers hold the power and the control over brand
success (Barbara Muller, 2011).
Advertising
in current world appeals into the phase of history which is called
postmodernism (Roxanne Hovland, Joyce Marie Vollburg ,
2010). The problem within this is whether the
symbols and images of human culture can loyally represent reality as it really
is in order to have a sense of meaning in peoples’ lives. People must have
symbolic images that human believe do represent external reality. Postmodernism
relate into advertising semiotics as worlds, pictures and sounds are the most
important images people have. All of those represent reality and give it
certain significance and show to people how to relate to it which builds the culture;
the example can be John Lewis Christmas ads which use a wide range of signs
code and sounds which stays in peoples mind.
Nowadays
signs are only a world or an image that does not represent anything beyond its
own existence. Advertisements create its reality. It doesn’t relate to the
reality and seems to show old fashioned, modern person. People wouldn’t care if
there wouldn’t be anything behind seen images. Postmodern culture which exists
now does not represent anything beyond itself, what people see in
advertisements is what they will get without any other meaning. Additionally
postmodernism relates into neither company’s logos which give the symbolic
recognition into the brand but this nor have any connection with its history,
the meaning is added later into it. The
problem with postmodern advertisement is the fact that they do not bring return
on investment into the brand. The ads have computer generated graphics, are
artistry and originally as well as win many prizes but are inefficient. The
symbols which are shown in the advertisements try to appeal into people
self-actualisation from Maslow theory.
Another
issue which rises for advertisements is globalisation. It is good for big and
rich brands but not so good for the small one which may get lost in a crowd.
Big brands try to expand their products into BRIC countries, so they have to
think how to relate people values, attitudes and believes into “Thin and thick” culture to gain success..
Advertising is part of the thick culture as it shows a foundation for challenges
of people’s lives and common culture gives common value to the people. (Roxanne
Hovland, Joyce Marie Vollburg , 2010).
John Lewis
is a brand born out of the business philosophy. The company was made on “Thick
and thin culture” (Detlef Pollack, Jorg Jacobs, Olaf Muller,
Geret Pickel, 2003)
and even though that issue it became very successful. Additional rules which
John Lewis strategy Christmas ads breaks is the fact that although
advertisements belong to postmodern type of advertisements it bring Return On
Investment.
Thick
culture in John Lewis brand focused on the values of family (sons inherit
business after his dad), the definition of self (giving value to people who
wished to exchange their money for the company goods), matters of basic trust
same interpersonal as institutional (John Lewis partnership, which means
relation between employers and employees. No one ask more that define fee,
written partnership constitution founded under Settlements in Trust enforced by
Courts of Low) as well as team work. John Lewis thin culture applies into the
values as order, freedom and collectivism (freedom of correspondence to talk
straight to the company management and its friends), attitudes towards the
current performance of the political and economic system (staff was getting
money which was hardly enough for leaving, not possibility for any savings, the
pay sheet was small, financial risk of
employers and John Lewis tried to break the perversion of capitalism which
could cause the society break down) (Lewis, 2013). John Lewis knows exactly the issues which
advertising faces and the nowadays social trends within the marketing mix,
which carefully developed and made bring such a success to the brand.
In
conclusion into to the issues which advertising in marketing mix faces
nowadays, advertising as form of marketing communication needs re invented, for
new and interactive marketplace. The
advertising needs some more digital revolution which brings a lot of success
into the brand by looking at the example of John Lewis Christmas campaign and
the role of digital media in this process. Technology is the future of
advertising in marketing mix whether it is web, mobile, new social media platform.
New cultural values will be based on how people engaged and get involved with
the new forms of media and other language, social or cultural barriers will not
have an influence on that (Joe Cappo, 2010). The technology gives the impression of
creating the new world of internationalists group of future communication where
older generation may be a bit lost and where this problem will have to be
overcome. The new way of communications,
put customers on the first place, where they get active before purchasing the
item. Consumer will have even more power as they can control the media and use
it the way they want to (Rick Mathieson, 2011). Thirty seconds TV
advertisements have to create an emotion in people lives and the Internet have
to play role of pushing it further. Television should be more customise to see
people brand choice behaviour, to see customers’ sensibility and reliability.
As people do not like answers questionnaire advertisers should think of other
way of solving this problem which can be an answering for it through smart
phones where people do not have to write the answer they can just say it and
the answer will be written by itself (Venger, 2010). The
new platform will be the fact that customers expect the truth from the
advertisers, where an example of it can be John Lewis advertisements to show
that it works based on the company Return On Investment. John Lewis knows
exactly how to target new generation of people and how to bring the emotion
through the ad and how to make a buzz through digital media to make people talk
and remember the company ads.
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