Abstract
Given the rapid growth of social media and particularly online use of video for marketing purposes, it is important to evaluate how much exposure and skill development in video development marketing students should possess upon degree completion. Nearly all marketing courses do not include a video development project despite the rapid growth of this medium in marketing. This may be attributed to the traditional discipline boundaries which position video production elsewhere. This chapter provides one approach with which a marketing instructor may integrate a video creation project into a college marketing course. The project exposes students to script-writing, storyboarding, shooting and editing raw footage, and most importantly identifying the goal of the video. Additionally, we provide insight into student attitudes regarding this experience and offer suggestions for improvement. We hope that this chapter fosters discussion of this issue and potentially greater use of video development in the discipline of marketing.
Gratitude is given to Robert Tomaski, Television Program Director at Illinois State University, and Rachael Post, owner of Luna Sky Media, for their contributions to the creation of the video assignment discussed in this chapter and to graduate students, Wynn Ontoy, Chau Nguyen, and Mumbi Gatharia, for their help with preliminary data analysis.
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Appendix
Appendix
Storyboard
Script
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Image 1: There you are watching TV with your friends when you see Ariana Grande at the Grammy’s in the cutest dress you have ever seen!
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Image 2: You think to yourself, Ariana’s style is so on point. I wonder how I can get my style like hers. I need those clothes this instant! But of course, there is a catch …
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Image 3: Your closet seems to look like this right? You want to dress like the hip pop star but don’t have a thing in your closet that matches her style!
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Image 4: And then you even try Googling Ariana Grande clothing and JCPenney comes up showing her brand new clothing line!
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Image 5: Ariana Grande and JCPenney have created the perfect line that takes Ariana Grande’s everyday style and puts it right in your closet.
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Image 6: JCPenney offers red carpet fashion, inspired by Ariana Grande, look cute and be fashion forward.
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Image 7: JCPenney offers red carpet fashion, inspired by Ariana Grande.
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Image 8: Look cute and be fashion forward.
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Image 9: Stop by your local JCPenney store to check out the new line today!
The purpose of our commercial is to promote Ariana Grande’s clothing line at JCPenney. The commercial is written for the clothing line’s target audience, teenage girls aged 13–18. The commercial creates a need in which the target audience must respond. The message of the commercial implies that teenage girls need to dress like Ariana Grande. The commercial goes on to explain that JCPenney has a solution to this problem because Ariana Grande’s clothing line is sold at their department stores. Thus, the commercial gives viewers a call to action by encouraging them to visit the store to shop Ariana Grande’s new clothing line. Video is available at https://youtu.be/YbzkYEXR7Cc.
An additional student team video is https://www.youtube.com/watch?v=WDI8EDrMK3k&feature=youtu.be.
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Kaufman, P., Lambert, C.I., Donovan, L.A., Kaufman, K. (2017). The Creation of Videos by Marketing Students: An Exploration of Attitudes and Motivations in a Capstone Course. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_232
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