The following presentation is a fictional social media promotional strategy for a recent marketing class. The content focuses on the Royal Caribbean International Cruise Line brand and introduces a celebrity spokesperson and a social media campaign. Each of the slides are accompanied with detailed speaker notes.

1. Ad Presentation for
Social Media Platform
Quentin Smith

16. References
• Abdussalam, P. (2014). CELEBRITY ADVERTISEMENT: KEY TO MARKETING SUCCESS. Indian Journal of Commerce and
Management Studies, 5(1), 78-82.
• Andrew Zimmern. (2018). Experiencing Food, Sharing Culture. Retrieved from https://andrewzimmern.com/about/
• Brown, J. (2018). Why You Need to Measure Brand Equity – and How to Do It. Retrieved from https://neilpatel.com/blog/measure-brand-equity/
• Buil, De Chernatony, & Martínez. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business
Research, 66(1), 115-122.
• Ertemel, A. and Ammoura, A. (2017). The Role of Social Media Advertising in Consumer Buying Behavior. International Journal of Commerce and
Finance, 2(1), 81-90.
• Farb, B. (2011). DON'T LET A CRISIS DESTROY YOUR IMAGE. Customer Relationship Management, 15(11), 31-34.
• Gotter, A. (2018). The 30 Instagram Statistics You Need to Know in 2018. Retrieved from https://adespresso.com/blog/instagram-statistics/
• Hill, W. (2016). Importance of Marketing Mix in your Marketing Strategy – Part 1. LinkedIn. Retrieved from
https://www.linkedin.com/pulse/importance-marketing-mix-your-strategy-part-1-warren-a-hill/
• Jhalani, A. (2016). Effective Marketing Mix- Place Strategy in eCommerce. LinkedIn. Retrieved from https://www.linkedin.com/pulse/effective-
marketing-mix-place-strategy-ecommerce-ashish-jhalani-1/
• Kasasa. (2018). Alphabet soup: Boomers, Gen X, Gen Y, and Gen Z explained. Retrieved from https://communityrising.kasasa.com/gen-x-gen-y-gen-z/
• Keller, K. (2013). Strategic Brand Management: building, measuring, and managing brand equity (4th ed). Boston, MA: Pearson Publishing

17. References Continued
• Marion. (2016). Brand positioning – a simple definition. Retrieved from
https://www.thebrandingjournal.com/2016/11/brand-positioning-definition/
• McCormick, M. (2016). Why Use Promotional Pricing? Retrieved from https://blog.blackcurve.com/why-use-promotional-pricing
• Pluta-Olearnik, M. (2018). Integrated marketing communication – concepts, practice, new challenges. Marketing of Scientific and Research
Organisations, 28(2), 121-138.
• Royal Caribbean International. (2018). Introducing Four New European Ports. Retrieved from http://www.royalcaribbean.com/connect/introducing-
four-new-european-ports/
• Sater, G., & Alexander, B. (2011). Implementing a social media advertising strategy. Response, 19(11), 48.
• Smith, K. (2016). Exploring the Identity of a Brand: How to Discover and Measure Brand Associations. Retrieved from
https://www.brandwatch.com/blog/discover-measure-brand-associations/
• Solomon, T. (2016). Why Brand Image Matters More Than You Think. Forbes. Retrieved from
https://www.forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think/#25823c6f10b8
• Stein, L. (2016). TAKE NOTE OF SAMSUNG: TIPS FOR A BRAND CRISIS. Advertising Age, 87(20), N/a.
• Valette-Florence, Guizani, & Merunka. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research,
64(1), 24-28.
• Wesley, J. (2017). 3 ways cruise line marketers can win with digital. Retrieved from https://www.thinkwithgoogle.com/marketing-
resources/experience-design/cruise-marketing-engagement-strategy/