156.237 Marketing Communications and Advertising

Overall Essay Question: How useful is the Elaboration Likelihood Model (ELM) for understanding advertising effectiveness in terms of changing attitudes towards brand/s in today’s digital world?

Essay Task: In 2024, OneNZ released a new campaign called ‘Let’s Get Connected’. The first chapter, titled "Finding Jade," follows the journey of a young man named Jade who travels across New Zealand in search of the origins of a mysterious necklace. His journey takes him through various communities and landscapes, eventually revealing that the necklace is Scottish in origin, uncovered through a fictional One NZ technology called the "Tartan Finder" app.

The essay task is to examine the usefulness of the ELM model by analysing the potential effectiveness of OneNZ’s campaign “Finding Jade” in a) encouraging people to consider switching telecommunications companies and b) creating positive attitudes towards the OneNZ brand.

Resources:

Article - https://www.theresearchagency.com/news-article/tras-favourite-ads-survey-uncovers-kiwis-most-loved-campaigns

Key Academic References (You MUST use these two references in your essay):

Kitchen, P.J., Kerr, G., Schultz, D.E., McColl, R., and Pals, H. (2014). The elaboration likelihood model: Review, critique and research agenda. European Journal of Marketing, 48 (11-12), 2033 – 2050.

In addition to these references, you must also seek out at least two more academic journal articles to support your essay. In week 2, we will take some time to discuss the key components of the ELM theory. Try to read the references listed above before coming to class. Don’t worry about understanding all parts of the ELM model – rather focus on the main components of the theory.

As much of marketing communication is related to attitudes and attitude change, it is essential that you have some understanding of the ELM model and can see how marketers use different approaches to try to modify consumers’ attitudes.

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AI Planning

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As part of Massey’s new approach to AI, students are required to submit an AI Use Statement with every assessment. This statement requires them to indicate whether they have used AI. If they have, they are required to explain how they used AI in the process of their assessment and to include not only a record of the prompts they used, but also of how they adapted and refined the outputs of AI. Students are also required to keep records of their drafts using OneDrive (available free to all students) or a similar platform that is accessible to their course coordinator, and to submit a link to these records as part of their AI Use Statement. Click here for guidelines for writing this Appendix.