One author that would be essential to support one element for the end of term paper would be McLuhan. McLuhan focuses on media and how the media is an extension of ourselves. Nowadays, our lives revolve around media and we are constantly interacting with media. You can use this to suggest to your client how they can use media in order to promote their brand. It would be helpful to follow the Big 3 here; media is an extension of self, the global village, and “the medium is the message”. Social media is taking over and is its own marketing strategy. Relating social media with McLuhan would be very helpful for the client. You can also use McLuhan to suggest to your client how they can use new technology to better their brand and to stand out amongst the rest. People are intrigued by advancements and new technology. McLuhan’s tetrad of technological effects would be helpful with this. Taking new technology and putting it through the tetrad and going through each section would show the client how the it will be helpful. Relating new and upcoming technology in the retail environment to this would also be very helpful to the client in understanding your position.