forget me not: promotional plan by Katie Hamilton

Forget Me Not PROMOTIONAL PLAN

KATIE HAMILTON FASH10106 CREATIVE NETWORKS

CONTENTS PAGE 3 AIMS AND OBJECTIVES 4 CONTEXT PEST ANALYSIS / SWOT ANALYSIS KEY INSIGHTS

8 BIG IDEA

NEED / DISTINCT / BENEFITS OUR CONSUMER / CONSUMER PROFILE BRAND POSITIONING / BRAND MODEL

15 CREATIVE CONCEPT INSPIRATION / MOODBOARD BOTTLE AND PACKAGING

20 EXECUTION AND PLAN UNDERSTANDING OUR CONSUMER / MEDIA DIARY COMMUNICATION TOOLS / MEDIA CHANNELS PUBLIC RELATIONS / PARTNERSHIPS EVENTS / BRAND ADVOCATE VISUALTIONS PRINT / DIGITAL / SOCIAL / BLOG VISUALISATIONS

28 SEQUENCE OF EVENTS METHOD / MEDIA / MESSAGE / TIMING CONSUMER DECISION PROCESS LAUNCH TIMELINE

30 FINAL THOUGHTS 32 APPENDIX 34 BIBLIOGRAPHY

A brand is â&#x20AC;&#x2DC;formed from a unique mix of tangible and intangible elementsâ&#x20AC;&#x2122; (Posner,2011). Forget Me Not is not only about insights, a product, the market and communication but the values, beliefs and meaning behind our brand. These elements are the heart of our brand and the reasons for its success in such a competitive market.

AIM:

Create a successful and innovative fragrance brand that responds to a consumer need.

OBJECTIVES:

Use research and key insights to create a compelling and distinct brand concept and link back to these insights throughout the project. Thoroughly understand our consumer and their lifestyle. Create a distinct creative concept that is attractive to our target audience. Use appropriate and effective communication tools and channels to connect to our consumer.

Fig 1 Forget Me Not campaign Group Work (2015)

TREND

Fig 2 Marks and Spencer Leading Ladies Campaign (2014)

FLAT AGES

One of 2015’s biggest macro trends is ‘ageing population’. There are over 22.7 million people aged 50 or over, over a third of the UK population (UK, 2015) and a new target marker emerging called the Flat Ages. The trend shows that there is a shift in behaviour and mind-sets creating a new culture of agelessness (Global, 2015). People live longer, retire later and don’t feel old, act old or look old however our research showed there is not a fragrance brand that relates to them.

PRIMARY RESEARCH We conducted primary research based on our target market, Among the responses, the most insightful were that consumers care about the ‘ingredients’ of their fragrance and that our consumer often wears ‘whatever their daughter is wearing’. This proved that there is a family element to fragrance as well as the desire for consumers to know what’s in the bottle. This insight led us to the idea of fragrance making classes, an experience for mother and daughter to create their own bespoke perfume.

CONSUMER

Fig 3 Mother and Daughter (2015)

PRODUCT

Fig 4 The Scent Alarm (2015)

SCENT ALARM

The Scent Alarm is a product we came across when we were narrowing down our idea, in order to be distinct from our competition. The alarm is used in care homes and set on a timer releases scent reminding dementia patients that they need to eat. Among the five senses, scent is the biggest memory trigger among dementia patients.

Fig 5 Life with Dementia (2013)

DEMENTIA

Dementia is a terminal condition that affects 850,000 people currently in the UK and 35.6 million people worldwide. ‘Studies have shown active management of Alzheimer’s and other dementias can improve quality of life through all stages of the disease for individuals with dementia and their caregivers.’ (Association, 2015). Active management includes maintaining hobbies, participating in activities, care programs, taking part in support groups and keeping in contact with family and friends. It is recognised that non-pharmacological therapies such as music therapy and behavioural therapy should be first approached before medication becomes involved (Simon Douglas, 2004) because even though non-pharmacological therapies have not shown to alter the course of Alzheimer’s disease, they are used to maintain cognitive function, reduce behavioural symptoms such as depression and aggression and overall improve quality of life.

CONTEXT SUMMARY OF KEY INSIGHTS

EXTERNAL ANALYSIS Copyright laws Abiding by tax regulations when working alongside a charity Following health and safety laws when working with allergens

Macro trend: ageing population Increase of TV and films exploring health issues and raising awareness such as Still Alice (2014) Fitting the classes into a modern families busy schedule

KEY INSIGHTS

Working alongside the NHS and charities in the midst of funding cuts. Recession affecting the ability for working class families to afford our class Niche brand will increase economic growth

The impact of booking online in a digital age Using technology to promote and raise awareness for our brand Fig 6 Pest Analysis Group Work (2015)

In a highly competitive industry, copyright laws are important in oder to protect our brand image, also making sure our consumer are safe whilst enjoying our experience. Increase in age population and awareness of demenita creates a prime time for us to launch our brand. Understanding the impact of technology will help our brand when we begin our promotional strategy.

INTERNAL ANALYSIS Niche brand with no direct competitor A buyer and a user - wider consumer reach Offer an experience as well as a bespoke fragrance

Partnerships or collaborations with charities, health and support groups Expanding our brand into a home experience or prdoducts our consumers can buy in store.

KEY INSIGHTS

A buyer and a user means targeting two different consumer groups Making it appeal to people who go to free classes

NHS free schemes for Dementia Existing classes and therapies Fig 7 Swot Analysis Group Work (2015)

While our brand sees having two different consumers a strength, it will mean we have to work to accomodate our experience to both target groups. Our main competition will be free dementia schemes so potential partnerships with trusted brands will help convince our consumer to try out our brand. Collaborating our brand with existing charities and donating a percentage of our profit will also help our brand appeal to our consumers.

BIG IDEA

Offer fragrance making classes for people with dementia. Consumers will create their own bespoke perfume to evoke memory recollection. As the consumers work through the workshop, they can see what smells are familiar, what ones they like and dislike until they create a final product. This links to our insights as we found consumer are conscious of the ingredients that go into their perfume. The scent itself may not be something that they would wear as a perfume but it could also double as a room scent or just as a reminder of the experience. There will be experienced staff available throughout the whole workshop to help and guide our consumers and they will also be fully trained in consulting and communicating with people with dementia as part of Forget Me Not training. The experience should be a relaxing and comforting day for both the person with dementia and their caregiver.

Fig 8 Big Idea Moodboard Own Work (2015)

NEED Presently, there is no cure for the disease meaning the only thing we as a society can do, is try and improve the quality of life for people with Dementia. Shown in our insights, non-pharmacological therapies, like a fragrance making class, can be an effective therapy, creating a need for our project.

DISTINCT Our brand, will be the first therapeutic class to focus on fragrance, making it distinct from other non-pharmacological treatments. As a brand, we will also focus on the relationships between the person with Dementia and the caregiver as we understand the importance that family can have during times like this, A study by Bird et al, stated that ‘the most common interventions for psychological and behavioural symptoms of dementia were not necessarily specific therapies but working with carers and family to change the attitudes and behaviour of those in their care’. This relates to our initial insight about creating a family value within perfume.

BENEFITS Our concept has health, social and personal benefits. Unlike most classes, where only the person with dementia takes part, our class is for both. Often caregivers take over for the person with dementia however it’s important that they maintain as much independence as possible and by doing our fragrance making class, it’s a chance for both parties to create their own scent whilst still doing something together.

OUR CONSUMER

As a brand, we found that we have two consumers; the person with dementia and their caregiver. Whilst the person with dementia is the user of our product, we felt that our target consumer would be the caregiver as they would be the person to actual buy our product and therefore we would need to aim our promotion at the buyer.

Our target consumer group isnâ&#x20AC;&#x2122;t limited by age and more by the type of person they are. Our consumer falls into the Caregiver archetype; a person who is compassionate, nurturing,

dedicated and willing to put their lives on hold, in order to help others. Our consumer may be a fulltime or part-time carer, however are extremely committed in being as involved as possible in their loved ones life. They are a part of the Dementia community, as part of blogs, forums and social groups. Our target consumer is Elizabeth. She is extremely familyorientated and spends as much time with them as she can. She is dedicated to caring for her mother who has dementia and takes

Fig 9 Consumer Group Work (2015)

her to all her classes and appointments. She is naturally a creative person and loves trying new things but because of her busy lifestyle between work, social and family commitments struggles to find the time to do so. In her free time she likes to cook, listen to the radio, read the newspaper, as well as go on days out with her family and meet up with friends for lunch. Working in a hairdressers means she is very social and meets a wide range of people daily.

Fig 10 Consumer Profile Own Work (2015)

Fig 11 Perceptual Map Group Work (2015)

BRAND POSITIONING KEY INSIGHTS:

Our percpetual map inlcudes designer perfumes, exiting fragrance classes, therapy classes and charity based ativites. Our brand is distinct as there are significantly less brands that focus on the health and memory aspect of scent; our competition for fragrance making classes follow a recreational or eductional view. Forget Me Not looks to combine all four elements as part of our experience, which no other brand has done.

The price for our classes is listed at ÂŁ20 per person, which is significantly less than other fragrance making classes. We chose this price as are consumers are part of the middle market and also have someone with dementia to care for, which can impact their income. 10% of our profit will be given to a Dementia Charity of our choice as part of our way to give back to our consumers.

BRAND MODEL a reminiscent experience If we were a person, we’d be a friend.

If we were a song we’d be ‘Bridge over Troubled Water’ by Simon and Garfunkel. If we were a drink, we’d be a cup of tea.

OUR HEAD

If we were a day of the week, we’d be a Sunday. If we were a publication, we’d be a newspaper. If we were a flower, we’d be a ‘forget me not’.

POWER OF SCENT EVOKE MEMORIES VALUES HEALTH PERSONAL BENEFITS FAMILY RECONNECTION INNOVATIVE CREATIVE BESPOKE EXPERIENCE

OUR HEART

BRING COMFORT JOY SAFETY QUALITY OF LIFE TO HELP BECOME A FRIEND

WALKING AND TALKING

Fig 12 Brand Model Own Work (2015)

CARING SUPPORTIVE EMOTIVE LANGUAGE UNDERSTANDING PERSONAL THOUGHTFUL APPEARANCE NATURAL MINIMALISTIC GENDER NEAUTRAL

Fig 13-14 Forget Me Not campaign Group Work (2015)

CREATIVE CONCEPT The main aim for our creative concept was all about capturing a moment shown through photographs rather than a model or a location, as photographs are also proven to be a memory trigger (Heyden, 2014). Our inspiration came from looking creative ways to incorporate old photographs for a modern audience like putting pictures in bottles, using multiple frames, recreating old family photos and showing the ‘then and now’ all of which can be seen in our initial mood board (See fig 16). We also looked at photographer Clarisse D’arcimoles. In her work, she explores recreating family photos in her Unpossible Retour project (D’arcimoles, 2010) and in other she explores ideals

of history, nostalgia and flowers, keepsakes and frames reminiscing, very similar to portray a lifetime of family moment and memories. to our brand. We talked frequently to For a brand that focuses our target consumers during our creative concept and on Dementia, it could found that they “like the be very easy for our concept to become somewhat simplicity” of the idea and that it was very “relevant depressing. To evade this to the brand and target age problem, we ensured the group”. The use of family content of the images we photos is also very touching used represented happy, and we would add a sense of fun memories that created personalisation by asking a positive response our consumers to send in between our consumers and their own family photos so the overall mood of the that they can be part of our image being light hearted creative brand. and reminiscent. Our concept is also distinct from our competition as most other brands promote themselves using imagery from the classes. For our promotional video, our concept was the same using hand-written memories,

However I was unhappy with our final advert and have since explored our idea further to create a new advert (see fig 15).

Fig 15 Forget Me Not campaign Own Work (2015)

Fig 16 Crearive Concept Moodboard Own Work (2015)

Fig 17 Bottle and Packaging Moodboard Group Work (2015)

BOTTLE AND PACKAGING

EXECUTION AND PLAN

UNDERSTANDING OUR CONSUMER In order to connect with our consumers, we have to understand their lifestyle. As a brand we would describe our consumer as having a ‘part-time state of mind’. We describe them like this because whilst they have their own life, their own family, their own job and their own hobbies and friends, there is a part of them always thinking about their loved one with dementia. Being a caregiver is a full time worry and commitment and our consumer’s life is motivated by their family, trying to do the best for everyone and as a brand Forget Me Not sympathise and understand this. We want to send the message to our consumers that we’re here help, even if it’s just for an afternoon.

PHONE INTERNET PRINT CELL PHONE CELL PHONE

MEDIA DIARY 20

Fig 18 Media Diary Own Work (2015)

Fig 19 Public Relations Visualisation Own Work (2015)

COMMUNICATION TOOLS: PUBLIC RELATIONS Communication with our consumers is important to Forget Me Not and it’s because of this that PR and publicity is one of the most vital tools we can use. The aim of PR is to get media coverage and establish a positive brand identity using persuasion, information, communication, validation, opinion and promotion (Forbes, 2013). PR is the appropriate tool for our brand to use as publicity is seen as more ‘credible to consumers than advertising’ (Wolfe, 2009). This is true to our consumers, as they don’t care about what we can pay people to say about our classes but the benefits that they can have for themselves and the person with dementia. Forget Me Not will run their own in-house PR operation, which is quoted as having a lower cost to using a PR agency and means our brand has more control over the content (Jackson, 2009). Our PR department will liaise with journalists, editors and assistants on a regular basis sending our press releases and press kit. Our press kit will be a media portfolio of images and videos from our classes as well as a written report detailing our class and the key messages of our brand, making consumers aware of the product as well as the health and social benefits and how it can make a positive impact to their lives (Amazon PR, 2011) which is proven in our research.

Fig 20 Partnership Campaign Own Work (2015)

PARTNERSHIPS

Forget Me Not is not a solo brand; it is part of the Dementia community and it is because of this that we will liaise with doctors, established therapy classes, charity and support groups. Partnerships is another tool that will have a huge impact on our brand and ensure that our experience is as beneficial and enjoyable

as possible. We hope to promote ourselves in these locations, through leaflets and posters (see fig 20) and raise awareness for our brand, where our consumers are likely to see it. For our brand, potential partnerships could be with organisations such as Alzheimerâ&#x20AC;&#x2122;s Research UK and Alzheimerâ&#x20AC;&#x2122; Society,

two of the leading charities in the UK for dementia. The success of said events will be measured by how many people attended the event, how many people then attend the classes and lastly by whether or not a buzz is created either by press or the consumers.

EVENTS

Forget Me Not will hold special events aimed at consumers and press. A chance for consumers to meet the team and staff, sample the scents, ask any questions that may have and take the opportunity to get to know our brand, on a personal level. Our events may also be planned around existing events such as Dementia Awareness Week which happens in May, with the chance to collaborate with other organisations. Fig 21 Sample Event (2015)

BRAND ADVOCATE

Fig 22 Dementia Blog (2015)

In the future, we will also appoint a brand advocate. Susan M. Schultz is an American poet who wrote a book called the Dementia Blog (Schultz, 2008). Her writing describes the fragmented progression of her mother’s dementia from her family’s personal experience to the social and philosophical implications. Her book is described “as astonishing as it is tragic” and a “must read” for anyone caring for a person with Dementia (Good Reads, 2008). She would be a spokesperson that our consumers could trust and relate to.

MEDIA CHANNELS

Fig 23 Print Media Visualisation Own Work (2015)

PRINT MEDIA

Looking at our media diary (see fig 18), print media is an appropriate channel for our brand because our consumer connects with it throughout their day. More specifically, the local newspaper and national newspapers such as the Guardian and magazines like Health and Living will interest our consumer. Mediums like newspapers and magazines are full of serious, in-depth articles which cover a plethora

of topics meaning it has something for everyone. A benefit of print media is that because it is a physical item, people are more likely to take time out to actually sit down and read the content. Another benefit of written and visual promotion in newspapers and magazines, is that is becoming more common to have multichannel publications. This means content is crossreferenced between print, web and mobile (Bergstron,

2008). which will widen our consumer reach. The most objective way to measure the effectiveness of our brandâ&#x20AC;&#x2122;s PR would be to evaluate how many articles and mentions have been generated over a given amount of time (Hyde, 2011). The goal is to influence consumerâ&#x20AC;&#x2122;s attitude. By conducting research in advance and setting objectives we can see how our consumers are influenced by our press.

DIGITAL MEDIA Forget Me Not will also target digital channels through an online website. Our website will be personalised to reflect the brandâ&#x20AC;&#x2122;s neutral aesthetics and colour palette. Our website will be easy to navigate with appropriate links, subheadings and content information. Our consumers will be able to find out about our brand, classes, upcoming events and partnerships to keep our consumers updated. Links to our blog and forum will be also be found on the website as well as details to contact us.

Fig 24 Website Visualisation Own Work (2015)

SOCIAL MEDIA Our consumer keeps herself

up to date in the Dementia community through support groups and charity groups using social media. Facebook is the most appropriate social media for our brand to tap into as it is the only one our consumer uses frequently. Our Facebook page (see fig 25) will resemble the brand identity with links to our website and blog, up to date information on our classes and upcoming events and imagery and videos from our classes and promotion. Using Facebook, we will target existing charity and support pages to increase awareness for our brand. We can measure our impact on social media through how many ‘likes’ our page has, the number of ‘likes’, views and comments on our content and by how many people view our page.

Fig 25-26 Social Media Visualisation Own Work (2015)

BLOG

Forget Me Not will have a blog and discussion forum, allowing our consumer to connect directly to people going through the same experience as them. This will also be a place they can share opinions on the brand and classes. Blogs are one of the fastestgrowing areas of consumergenerate media (Posner, 2011) and a great way for us to create a consumer orientated, flexible brand (Jackson, 2009). In terms of the marketing funnel (Rogers, 2011), the blog will create an

awareness and buzz around our brand, The discussion forum will help our consumers consider our product after reading user reviews and opinions, the hope being that they eventually become an advocate for our brand. Advantages of using a discussion forum is that it generates fresh content. It may take some time but our brand aims to reach a level where we have members frequently posting and contributing, which can help increase our ranking and push our site forward. The forum also plays an important role during the

consumer decision process, as after they have identified a need they will start an information search and our blog and forums will guide them in their evaluation and final purchase decision. The blog is beneficial to our brand as it is an easiest way to find out what are consume are thinking about our brand, product and experience (Scott, 2007). Links to our blog and discussion forum will be available from our brand website. Fig 27 Laptop Visualisation Own Work (2015)

SEQUENCE OF EVENTS METHODS AND MEDIA

MESSAGE

As previously stated, Forget Me Not will use written, online and face to face communication methods in order to connect most successfully with our consumers. Our medias of choice are print, digital and social as research showed these are used most consistently in our target market and will help promote and raise awareness for our brand.

Forget Me Notâ&#x20AC;&#x2122;s concept is all about a reminiscent experience. We want to send a message to our consumers that our brand is all about them; their experiences, their memories and their family. This message is portrayed throughout their brand from our consumers creating their unique, bespoke perfume, to them bringing their own family photos to the classes to being able to write and share their experience online.

Is our experience something they would be interested in?

Find a solution to a problem. Consider different therapies that may be beneficial to person with dementia

Our consumers positive about brand, review raise awarenss our brand

are our and for

TIMING

Our brand is not season specific and is therefore timing can be flexible. As our target consumer is extremely familyorientated, a summer launch would be appropriate as they are likely to take time off work to spend with her family and therefore have more free time. A summer launch will also give us the opportunity to host family day events outdoors that will interest family members of all age. Our classes would run allyear round with day and evening classes in order to accommodate our consumerâ&#x20AC;&#x2122;s lifestyle.

Our consumers continues to use our expeience

Was our experience beneficial to our consumer? Would they come back?

Fig 28 Consumer Decision Process Own Work (2015)

Forget Me Not

BRAND LAUNCH TIMELINE JUNE 2015

Send press releases to journalists detailing our up and coming brand.

CLASSES BEGIN

Hold a sample consumers.

event

for

press

and

They can test different scents, see the process of making a scent, ask any questions or concerns. Increase word of mouth between our consumers.

Launch our online presence including website, blog and social media. As classes continue, update our media frequently with content from classes. Susan M Shultz is named our brand spokesperson and begin writing weekly posts on our blog.

Also, take into consideration what our consumers are saying and look to improve the experience.

Fig 29 Launch Timeline Own Work (2015)

FINAL THOUGHTS Forget Me Not is an innovative fragrance experience that is different than anything else in the market. For people with Dementia, memories are sacred and our brand uses scent to evoke memory collection in a comforting, safe environment. We understand our consumers and

their

lifestyle

and

have tailored our brand and promotion around this. Forget Me Not has filled a gap in the market and it is because of this we predict our brand will be successful when we launch in June 2015.

Fig 30 Forget Me Not campaign Group Work (2015)

APPENDIX PRIMARY RESEARCH

Fig 31 Primary Research Survey Group Work (2015)

CREATIVE CONCEPT VISUALISATION

TEST SHOTS

Fig 32-33 Test Shots Own Work (2015)

LIST OF ILLUSTRATIONS Front Cover - Own Work. Fig 10 - Own Work. Consumer Forget Me Not campaign Profile (2015) [2015] Fig 11 - Group Work. Fig 1 - Group Work. Forget Perceptual Map (2015) Me Not campaign [2015] Fig 12 - Own Work. Brand Fig 2 - Marks and Spencer Model (2015) Leading Ladies Campaign 2014 [Digital Image] Fig 13-14 - Group Work. Available at: http://www. Forget Me Not campaign m ar k s a n d s p e n c er.com/s/ (2015) britains-leading-ladies [Accessed 05.05.15] Fig 15 - Own Work. Forget Me Not campaign (2015) Fig 3 - Mother and Daughter 2015 [Digital Image] Fig 16 - Own Work. Creative Available at: http:// Concept Moodboard (2015) n ur s e b u d d y . c o /when-toseek-professional-home- Fig 17 - Group Work. Bottle care/ [Accessed 05.05.15] and Packaging Moodboard (2015) Fig 4 - The Scent Alarm 2015 [Digital Image] Fig 18 - Own Work. Media Available at: http://www. Diary (2015) springwise.com/fragrancealarm-clock-stimulates- Fig 19 - Own Work. Public d e m e n t i a - s u f f e r e r s - Relations Visualisation appetites/ [Accessed (2015) 05.05.15] Fig 20 Own Work. Fig 5 - Life with Dementia Partnership Campaign (2013) [Digital Image] (2015) Available at: http:// www.thetimes.co.uk/tto/ Fig 21 - Sample Event science/article3818185. 2015 [Digital Image] ece [Accessed 05.05.15] Available at: http:// www.volunteercentres. Fig 6 - Group Work. Pest org.uk/index.php/eventsAnalysis (2015) volunte ers-springs-ofhope/ [Accessed 12.05.15] Fig 7 - Group Work. Swot Analysis (2015) Fig 22 - Dementia Blog by Susan M Shultz [Digital Fig 8 - Own Work. Big Idea Image] Available at: Moodboard (2015) http:// www.amazon.com/ Dementi a-Blog-Susan-MFig 9 Group Work. S c h u l t z / d p / 0 9 3 5 1 6 2 4 1 0 Consumer (2015) [Accessed 12.05.15]

Fig 23 - Own Work. Print Media Visualisation (2015) Fig 24 - Own Work. Website Visualisation (2015) Fig 25-26 - Own Work. Social Media Visualisation (2015) Fig 27 - Own Work. Laptop Visualisation (2015) Fig 28 - Own Work. Consumer Decision Process (2015) Fig 29 - Own Work. Launch Timeline (2015) Fig 30 - Group Work. Forget Me Not campaign (2015) Fig 31 - Group Work. Primary Research Survey (2015) Available at: www. surveymonkey.com Fig 32-33. Own Work. Test Shots (2015)

LIST OF REFERENCES BOOKS/JOURNALS

Amazon PR, 2011. The Role of PR in Fundraising, London: s.n. Association, A., 2015. 2015 Alzheimer’s disease facts and figures. Alzheimer’s and Dementia, 11(3), pp. 332-384. D’arcimoles, C., 2010. Un-possible Retour. [Art]. Hyde, P., 2011. Pivot Communications. [Online] Available at: http://www. pivotcomm.com/insights/7ways-to-measure-preffectiveness Jackson, T. a. S. D., 2009. Marketing Mix: Promotion and Marketing Communications. In: Mastering Fashion Marketing. London: Palgrave MacMillan, pp. 185-197. Jackson, T. a. S. D., 2009. New Approaches to Fashion Marketing. In: Mastering Fashion Marketing. London: Palgrave Macmillan , pp. 272-277. Posner, H., 2011. Fashion Promotion . In: Marketing Fashion. s.l.:Laurence King, p. 168. Rogers, D., 2011. The Network is Your Customer. s.l.:Yale University Press.

Schultz, S. M., 2008. Dementia Blog. England: Singing Horse Press.

Scott, D. M., 2007. The New Rules of Marketing and PR. s.l.:John Wiley & Sons. Simon Douglas, I. J. C. B., 2004. Nonpharmacological interventions in dementia. BJPsych Advances, 10(4). UK, A., 2015. Later Life in The United Kingdom, s.l.: s.n. Wolfe, M., 2009. Fashion Promotion Through Advertising and the Press. In: Fashion Marketing and Merchandising. USA: The Goodheart-Willcox company , pp. 433-434.

ONLINE

Dementia Blog. [Online] Available at: http:// www.goodreads.com/book/ show/3422404-dementiablog Heyden, T., 2014. The old photos helping trigger memories in people with dementia. [Online] Available at: http:// www.bbc.co.uk/news/ magazine-29596805 Hyde, P., 2011. Pivot Communications. [Online] Available at: http://www. pivotcomm.com/insights/7ways-to-measure-preffectiveness

BIBLIOGRAPHY BOOKS/JOURNALS

Amazon PR, 2011. The Role of PR in Fundraising, London: s.n. Arden, P., 2003. It’s Not How Good You Are, It’s How Good You Want To Be. s.l.:Phaidon Press Limited. Association, A., 2015. 2015 Alzheimer’s disease facts and figures. Alzheimer’s and Dementia, 11(3), pp. 332-384. Berger, J., 2008. Ways of Seeing. s.l.:Penguin Books. Bergstron, B., 2008. Essentials for Visual Communication. s.l.:Laurence King. D’arcimoles, C., 2010. Un-possible Retour. [Art]. Frings, G. S., 2008. Fashion: From Concept to Consumer. 9th ed. s.l.:Pearson Prentice Hall. Hegarty, J., 2014. Hegarty On Creativity: There Are No Rules. s.l.:Thames & Hudson. Jackson, T. a. S. D., 2009. Marketing Mix: Promotion and Marketing Communications. In: Mastering Fashion Marketing. London: Palgrave MacMillan, pp. 185-197. Jackson, T. a. S. D., 2009. New Approaches to Fashion Marketing. In: Mastering Fashion Marketing. London:

Palgrave Macmillan , pp. 272-277. Krug, S., 2006. Don’t Make Me Think. 2nd ed. s.l.:New Riders.

Posner, H., 2011. Fashion Promotion . In: Marketing Fashion. s.l.:Laurence King, p. 168. Posner, H., 2011. Marketing Fashion. s.l.:Laurence King. Rogers, D., 2011. The Network is Your Customer. s.l.:Yale University Press. Schultz, S. M., 2008. Dementia Blog. England: Singing Horse Press. Scott, D. M., 2007. The New Rules of Marketing and PR. s.l.:John Wiley & Sons. Shaw, T. J. a. D., 2009. Mastering Fashion Marketing. s.l.:PalgraveMacmillan. Simon Douglas, I. J. C. B., 2004. Nonpharmacological interventions in dementia. BJPsych Advances, 10(4). UK, A., 2015. Later Life in The United Kingdom, s.l.: s.n. Wheeler, A., 2012. Designing Brand Identity. 4th ed. s.l.:John Wiley & Sons. Wolfe, M., 2009. Fashion Marketing & Merchandising. s.l.:The Goodheart-Wilcox Company.

Wolfe, M., 2009. Fashion Promotion Through Advertising and the Press. In: Fashion Marketing and Merchandising. USA: The Goodheart-Willcox company , pp. 433-434.

ONLINE

Forbes, 2013. Public Relations, Explained. [Online] Available at: http://www. forbes.com/sites/ robertwynne/2013/09/04/ public-relationsexplained/ Global, L., 2015. The Flat Age Society. [Online] Available at: https://www.lsnglobal. com/trend-tracker-3/ article/17440/the-flatage-society-2 Good Reads, 2008. Dementia Blog. [Online] Available at: http:// www.goodreads.com/book/ show/3422404-dementiablog Heyden, T., 2014. The old photos helping trigger memories in people with dementia. [Online] Available at: http:// www.bbc.co.uk/news/ magazine-29596805 Hyde, P., 2011. Pivot Communications. [Online] Available at: http://www. pivotcomm.com/insights/7ways-to-measure-preffectiveness

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