Sunteți pe pagina 1din 30

Group members : Kelvin Khor (31659593) Clement Chan (31687481) Tracy Ong (31704842) Wai Yian Ching, Fiona

(31689822)

Content Page

1.1 1.2

Introduction IMC Model

3 5

1.3

Stage one: advertising 1.3.1 1.3.2 1.3.3 1.3.4 Ambient Underground advertising Internet advertising Advertising through magazine

6 6 9 12 15

1.4

Stage two: conversations 1.4.1 1.4.2 1.4.3 1.4.4 Direct mail Store cards Vouchers Consumer trade shows

17 17 18 20 21

1.5

Stage three: experiential 1.5.1 1.5.2 Event sponsorship Editorial

22 22 23

1.6 1.7

Stage four: personal Financial Analysis 1.7.1 Budgeting 1.7.2 Breaking Even 1.7.3 Alternatives

24 24 24 26 27 28 29

1.8 1.9

Conclusion References

1.1 Introduction Killiney has been stagnant with regards to its brand image, identity and sales. It has not been fully utilizing and emphasizing on its rich culture and good old traditional meals to the public. Killiney wishes to expand to Europe, America and Asia creating more outlets but before entering the foreign market, Killiney needs to sort some of their issues out and seal their loopholes so that at the very end, it will be less risky and can obtain better economic benefits. Some of the issues that Killiney faces are their competitors, shop location, brand awareness and store layout. It also lacks of standardization, the menu at the main outlet and its franchise outlets is different. The franchise outlets menu currently has more food choices. Its competitors such as Toast Box and Ya Kun are getting more response due to understanding todays consumer modern thinking and how they come up with different new ways to cater to the consumers. For example, Toast Box and Ya Kun, aesthetically, look more presentable and pleasant as to Killiney. They have made their Kopitiam style more unique and modern through their furnishings and furniture. These alone, made it more welcoming and created a cozy environment for all consumers. However, they did not only focus on aesthetics alone. Their history, traditions and identity were also designed together with the touch of aesthetics. Their outlets were designed in a way that it emits a nostalgia feeling that connects and educate consumers to their rich history. The look of the shop, the cups and teaspoons they use, the posters and prints they hang, the menus, the traditional meals they offer and the smell of coffee, tea and toasted kaya bread has all been carefully thought and planned out during the design process. Toastbox is heavily funded by BreadTalk Group Limited where is owns not only Toastbox but other food chains such as Din Tai Fung, Food Republic and BreadTalk as well. Due to the fact that Toastbox is heavily funded, it can do more in terms of marketing efforts and spending more money on enhancing its awareness and image. 3

Killiney also faces indirect competitors such as Starbucks and Coffee Bean. Although these cafes dont necessarily offer the same products on the menu as Killiney, these cafes does harm to Killiney by drawing away potential customers and crowds. This is because cafes like Starbucks and Coffee Bean are easily accessible and stores are designed well to attract customers. In addition, Killineys shop locations play a big part in the issue of low influx of customers. The various shop locations of killiney are located near other hawker centres and food stalls where customers can choose to go instead of Killiney. This will pose as a threat to killiney because these hawker centres and food stalls are Killineys threats and competitors. Also, Killiney does not have sufficient store outlets to make itself available to customers. Compared to its competitors such as ToastBox, Killineys amount of store outlets is not comparable. Lastly, Killineys brand awareness can use a little boost. This is because Killineys current brand awareness is not sufficient for customers to want to visit Killiney for a meal or tea. Other competitors such as Ya Kun and Toastbox have successfully created awareness for themselves and their brands are constantly in the minds of customers. Killineys marketing efforts are poor and insufficient. Therefore, this is a problem for Killiney. Everyone has something that they are fond off resulting the brand, product, service and/or advertisements to be stored in their head for a period of time. These memories were made because it exhilarates the consumer emotions through a sense of humor, sex, in good spirits or sad manner. Killiney can win the hearts of the public using the same concept that will cause an increase in brand, image, identity and sales. In conclusion, such issue that Killiney faces, results in a stagnant business for Killiney. This will hinder Killineys expansion of ideas or marketing efforts because there will be insufficient funds. Therefore a recommendation of an integrated marketing concept(IMC) with strong influence of creativity enchanted

with humor will revamp Killiney, increase their profits and create a buzz from the public. 1.2 IMC Model

Fig 1: Proposed IMC Model

IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and 5

internal audiences. The goal of IMC is to generate financial returns and build long- term brand value. IMC plays a major role in the process of developing and sustaining equity and brand identity. The figure above will show how IMC at different stages, utilize different marketing tools to execute their objectives at every level. 1.3 IMC stage one Stage one of the Integrated Marketing communication consists of Advertising. According to Webster, Advertising is the action of calling something to the attention of the public especially by paid announcements. Different forms of advertising includes poster, ambient, underground, press, magazines and the list will go on. However, this report will only focus on specific form of advertising which are relevant and feasible in the context of Killiney. 1.3.1 Ambient Ambient advertising refers to any kind of eye-catching advertisements in unusual public areas. Examples of such advertisements include sides of egg cartons, hanging straps in train carriages, huge image on sides of buildings or even on hot air balloons. (Quinion, 1997) Such advertising techniques work by providing an element of surprise to the lives of the hectic spontaneous consumers by advertising in uncommon areas. For example, daily commuters taking the train might be surprised to see advertisements on the hanging straps. Hence, out of curiosity, a large number of commuters might pick up the eye catching piece of advertisement and the attention is gathered. In local context, one upcoming trend of advertising is through the use of Quick Respond codes (QR codes). As most Singaporeans are carrying smartphones with installable apps such as a QR reader app, Killiney could take advantage of this technology to carry out promotions and publicity of Killiney. Killiney could carry implement QR codes on window panels of trains or hanging straps to attract commuters. To capture the attention of onlookers, the sliding 6

train doors could turn into a bread toast and the phamplets on the hanging straps could be shaped like bread toasts. Once an attracted commuter scans the QR code with his smartphone, Killineys promotional message would be shown. Electronic Discount coupons such as 1 for 1 set meal could be stored in the commuters smartphone and presented at any Killiney stores. This move not only increases the brand awareness of Killiney and could also increase the direct sales by evoking the sudden cravings of hungry commuters. As a result, this might increase the possibility of commuters stopping at specific train stations to go to Killiney. Another approach that Killiney could adopt is to produce an outdoor campaign featuring a giant bread toast in the prime location with high human traffic such as the Central Business District. This strategy is definitely an eye catching move that will capture the attention of many puzzled and curious onlookers. In addition, sales promoters will be around the area to give out free samples of bread toasts to onlookers and inform them of the Killiney outlets in the vicinity. Other than increasing brand awareness, time saving white collared workers might prefer the idea of grabbing something fast or for takeaways so that they could return to their busy working schedules. A last approach is to add a touch of creativity to ambient advertising. Currently, there are many manholes in the pavements of Singapore. One way to enhance the effect of ambient advertising is to advertise through such manholes that are commonly found in Singapore. As the manholes in Singapore are square, killiney could transform such manholes from a plain dull manhole to something which is visually appealing such as the bread toast of Killiney through the use of advertising stickers that are normally pasted on trains and sliding doors etc. Killiney could target selected manholes with high human traffic such as the central business district in Singapore or along pavements near popular shoping centres.

This startegy would thus capture the attention of the working excutives and shopers, promoting brand awareness as well as creating a dicussion topic on the interesting advertising technique they had seen earlier. The following pictures depict some of the proposed plans by the team for Killineys ambient advertising campaign.

Fig 2: Drainage which looks like a cup of Killineys hot tea.

Fig 3: Ambient Advertising, drain acts as a toaster.

1.3.2 Underground advertising Underground advertising refers to advertising strategies placed within the underground train stations. Such advertising strategies not only allow companies to target every segment who takes the train, it also offers a form of consumer engagement. As the waiting time for trains on the platform is 4 to 6 minutes on non-peak periods and 2 to three minutes on peak periods, local advertisers would have plenty of time to capture the attention of daily commuters. This waiting time is also sufficient for commuters to read, consider and develop an attitude towards the advertisements. According to CBS Outdoor, an outdoor media advertising company, 87% of the London Tube commuters responded reacted positively to underground advertising and felt that it was a welcomed distraction. In addition, 79% of commuters had been somewhere, purchased something or looked something up due to underground advertising on the tube (CBS Underground, 2012). In local context, Killiney could build on the success of underground advertising in the London Tube and incorporate it into the local culture. For example, in the platform of local train stations, there are usually displays which show the waiting time for the arrival of the next train. Killiney could tap onto such displays and come out with a series of advertisement featuring Killiney, its locations and its products and offerings. This strategy could work in conjunction with ambient advertising through the use of QR codes on hanging straps. After seeing the advertisements on displays in the platform, an interested commuter might be further motivated if he realises that Killiney is also offering promotions on its products after scanning the QR code in the train. Hence, this combination of ambient and underground advertising might increase the sales of Killiney. Another strategy would be to use a little creativity to enhance the effect of underground advertising in Singapore. For example when cleaners in Singapore mop the floor, they would normally place a caution sign, depicting wet floor.

In the context of MRT stations, the section near to the escalator which does not blocks the flow of the crow would be used for advertising by Killiney. In this section, there would be a signage cautioning kaya butter wet floor. However, in this case, the floor would not be wet from water but kaya and butter instead. Multiple kayas and butters would be placed in this designated area and a label with killineys brand name would be placed in the area. Another plan would be to include advertising stickers on the train floors to depict spilled coffee and tea, portraying Killineys products. This would serve not only as a way to capture commuters attention but also as a talking point for many people. Hence, this would increase brand awareness and curious commuters to try out the butters in their bread toasts that Killiney offers The following pictures are some proposed plans for underground advertising.

Fig 4: sign used as a pun to create humor and awareness.

10

Fig 5 Underground Advertising, coffee/tea stains to cause brand awareness.

11

1.3.3 Internet advertising Internet advertising refers to publicity and advertisements targeted to consumers through the use of the internet. Internet advertising is a growing sector as an increasing number of consumers own internet browsing devices such as computers, tablets and smartphones. Hence, it is now easier for consumers to browse the web and marketers should take advantage of this growing trend to target consumers. As reported in Channel Newsasia on 12 March 2012, experts estimated that the number of Asians who can access the internet through their computers, smartphones or tablets is around 40-50% (Hew, 2012). This is a sector that Killiney could tap into as advertising through this sector could mean that almost half of population could be influenced. One form of internet advertising that Killiney could target is through social networking sites such as Facebook. In recent years, Facebook had seen off other social networking sites such as Hi 5 and Friendster. Nowadays, a large number of the population uses Facebook and Facebook users are not only restricted to Gen X and Y population but to some of the baby boomers as well. As an increasing number of people are connecting to the internet on the go, one of the favourite ways to kill time is to check their Facebook status. Hence, advertising and creating a Killiney fan page in Facebook would allow Facebook users to be informed of the latest promotions and updates from Killiney. Another form of internet advertising is through current hot gaming apps such as Scramble with Friends and Draw Something. Such gaming apps are popular among smartphone users and can be downloaded from the App store and Google Play. If a gaming app is fun, the popularity of the app would increase exponentially through word of mouth. In order to have a connection with such a fun game, Killiney can use a creative form of advertising in such gaming apps. One example of such creativity is to show a black screen with only sounds and no visuals. This sound can be 12

something that allows consumers to remember the products of Killiney such as the sound of stiring the coffee or the sound of cracking an egg. This advertising sound will be played after each intervals or levels of the game. However, the main pull factor will be that there will not be any answers given as what the sound actually is. Gamers will be left to ponder what exactly this mysterious sound is. After a certain numbers of time that the sound had been advertised, the answer will then be revealed to show the brand of Killiney. This will be a form of classical conditioning where consumers learnt of the sound through repetition and they will be reminded of Killiney whenever they hear the similar sound elsewhere. As a result, the next time consumers hear the sound of a stiring spoon or an egg cracking, they would be reminded of Killiney and might be influenced to purchase Killiney. In addition, if Killiney Kopitiam were to advertise in such gaming apps, the number of consumers exposed to this form of classical conditioning would increase exponentially as well.

13

The following pictures are some proposed plans for internet advertising.

Fig 6: Hot gaming apps is a good advertising tool to increase publicity

Fig 7: Internet Advertising, Killiney pop up ads on social platforms to allow information to be spread.

14

1.3.4 Advertisement through magazine In Singapore, there is a range of different types of magazine for different segments of consumers. There are Times magazine for business affluent consumers, Teenage magazine for teenagers and 8 Days and i-weekly as a general lifestyle magazine for the general audience etc. Despite the availability of a wide range of magazines, advertisements by the bread toast industry in Singapore had rarely featured in such magazines. This is a chance for Killiney Kopitiam to promote its products and increase its branding at the same time. One range of magazine that Killiney could target is lifestyle magazines such as 8 Days and i-weekly magazines. Consumers reading such magazines range from teenagers to elderly. Hence, if Killiney advertises in such magazines, a wide range of consumers would be targeted. In Singapore, a large number of middle aged aunties who are easily enticed by promotions often read such magazines as they contain guides on food, and shopping. If killiney were to offer promotions on its products, there is a high probability that this group of consumers would be enticed to accept the bait. In addition, to add creativity to advertising, Killiney could target the food section of such magazines and redesign the textbox in these pages to look like the breadtoast of Killiney. At the bottom of each textbox, the brand of Killiney would be displayed. As such, readers of such magazines would be constantly exposed to the brand of Killiney and achieve better brand recognition.

15

The following pictures are the proposed plans for advertising through magazines.

Fig 8: Textbox in magazines which depicts the bread toast of Killiney

Fig 9: Advertisements in magazines such as 8 days and I weekly

16

1.4 Stage 2: Conversations In this stage, messages, information and knowledge are exchanged one sided and/or two sided. It is to create awareness; a buzz to attract attention in visual and/or verbal with pull and/or push tactic. Examples of conversations include Direct mail, Store Cards, Vouchers, and Consumer Trade Shows etc. Through different ways, direct or indirect conversations are formed between people.

1.4.1 Direct Mail Direct mails include newsletters, flyers, emails, snail mails etc. This marketing strategy focuses on visual, straight into the hands of consumers for them to decode. It is easily reached at large but with disadvantages. Direct mails are commonly ignored by many and disposed away people the moment they take it out from their mail box. On the other hand, with some plans, such flaws could be reduced. When creativity is applied, this will increase the likelihood of retaining the flyer or brochure in the hands of the consumer and also increase the likelihood of the consumer purchase. Instead of normal flyers, flyers with its own characteristics such as flyers in the shape of a toast bread and scented paper with tea leaves scent to excite the sense of smell could be created. In marketing concept, the classical conditioning concept through the smell of tea leaves will be associated with Killiney in the minds of consumers. By selecting the group of consumer to be mailed, further value is added to loyal customers. For example on birthdays or anniversary, a mail will be sent out. All paper material produced for marketing by Kiliney. This creates value to customer as it makes them feel important and special. Killiney is a vintage signature, it is equally important to not only secure the loyal consumers but also the younger generation. Promotions such as one for one, free throw-ins and add-ins with lower price will attract first timers and switchers.

17

1.4.2 Store Cards There are many different varieties of store cards with different ways of delivering value to consumers. For example, signing up for memberships and getting a store card with 10% discount on every trip; stamping collecting card on each visit with a certain amount spent earns a stamp and with a certain number of stamps, a discount or free item will be given. Another common store card commonly used by patrol stations is the point collection system for exchange of items with number of points accumulated. This marketing strategy uses the pull theory by attracting and luring people with the benefits they are offering on long term basis. There are also companies using combined store cards tactics to double the value delivery to the consumer. Benefits of store cards allow the company to have a record of their customers data base. Killiney could use store cards not only to benefit loyal customers but also lure first timers and switchers to their brand. Instead of the usual store cards that are commonly used by marketers, Killineys cards could be in shapes of toast bread, a spoon, butter and tea leaves etc. This creates awareness through word-of-mouth, a form of informal marketing, which is the most influential and powerful source of marketing.

18

The following pictures are some proposed VIP and Thanksgiving cards for Killiney.

Fig 10: Unique Killiney promotional cards

Fig 11: Bread shaped thank you card by Killiney

19

1.4.3 Vouchers Voucher is similar to store cards except it is a one-time trip basis. It can only be used once and the main purpose is to create awareness. Different shapes, sizes and designs could be created. Promotions would vary depending on the shape and picture on the voucher. For example, if the voucher is in a shape and picture of toasted bread, it can only be used for purchase of toast bread. Drinks vouchers will be valid to free drinks. Vouchers can be distributed directly or indirectly. Direct distribution through daily customers or be mail sent out to the customers. For Indirect distribution, companies could co-operate with shopping malls, banks, hotels etc, to combine promotions. Through this way, consumers would be able to enjoy a cup of hot tea with bread toast whenever they are in the banks or hotels etc. The following picture shows the proposed design of discount voucher to be given to consumers.

Fig 12: Beautiful designed discount vouchers encourage voucher retention.

20

1.4.4 Consumer Trade Shows This marketing strategy targets a large number of consumers on both visual and verbal interactions. Food variety shows often attract many viewers and the long history behind Killney, a vintage signature brand, will be an added advantage. This is a push strategy, using products to lure and attract consumers. The emotions and expressions portrayed through stars on television often influence the viewers point of view and the message decoding system. Another form of consumer trade shows includes food fairs such as Food&HotelAsia (FHA), one of the biggest events held in Singapore. This event attracts people from all over the world, creating brand awareness and positioning of companies. Killiney can use this as a stepping stone to be globally known. The following picture shows the proposed plan of promoting Killiney through food fairs.

Fig 13: Promoting Killiney through food fairs.

21

1.5 Stage 3 In stage 3 is the experiential stage whereby it is designed to encourage participation and involvement with the brand. It consists of (Shaz.2009) two-way interaction between the brand and the consumers in real-time, a live brand experience and a significantly deeper bonding process with the consumer itself.

1.5.1 Event Sponsorship To increase the brand awareness of Killiney, it can organise some event sponsorship so that its brand image can be promoted through positive association such as family bonding. This move can also build up relationship with the stakeholders. The success of the events can be measured through its effectiveness by looking at the sales. For example, Killiney can have joint event sponsorships Punggol Waterway Park opening ceremony where there are families attending and receiving gifts that include vouchers as part of gifts included in the gift bag and use it to increase sales and enhance awareness of the participants. The following picture shows the proposed plan of promoting Killiney through events such as family day held by organisations.

Fig 14: Family day, Killiney as a sponsor.

22

1.5.2 Editorial Editorial marketing requires a third-party endorsement without any biasness involved and it can be three to seven times more valuable than paid advertisement. It fits into the world of social media where it pushes consumers to engage in a dialogue about the product or services benefits. By combining the product promotion by a credible source, followed by peer engagement, it increases the likelihood of acceptance. Editorial marketing requires ongoing partnerships with variety of media to introduce the product or services. Therefore, in order to achieve success, Killiney need to have a compelling story about the product or services and engage consumers to build loyalty. For a successful strategy, the following pointers may be included (Rick.2009): 1. Identification of the business opportunity or challenge the campaign addresses. The more specific, the better. 2. Campaign goal. The more measurable, the more successful it will be (product awareness, event attendance, friend building, relationship management, sales conversion). 3. Alignment of goals with the marketing strategy, creative campaign and messaging to reach the audience. 4. Implementation of proper editorial engagement and consumer response tactics 5. Analysis and appropriate adjustment Success from editorial marketing can be determined in countless fashions. The goal may be a huge profile in a major association publication. It might be as simple as the number of event mentions in various area blogs or a coordinated deployment of message across other channels

23

1.6 Personal The last level of the IMC is the personal level. This refers to various strategies deployed by the company to get in touch with the consumers personally. Killiney may use the functions of SMS or emails to reach out directly to notify their regular customers of various upcoming promotions and discounts. This efforts made will instill in consumers mind and make one feel important as such loyal customers hence the chances of consumers returning back to Killiney time after time would be higher as consumers are aware and constantly updated. 1.7 Financial analysis A financial analysis will be carried out to plan for the budgeting, forecasting of sales, to break even and to plan for alternatives. 1.7.1 Budgeting
Stage 1: Advertising Stage 2: Conversations Stage 3: Experiential Stage 4: Personal

Ambient

Direct Mail

Event Sponsorship

SMS/ Mobile

Train advertising $40,000

$3,000

$10,000

$300

Bread toast and outdoor event $1440

Floor stickers $8550 Underground Store Cards Editorial

Plasma tv

$2,000

$1,000 - $5,000

24

$13,000

Event space $3030

Internet Advertising

Vouchers

$600 $11,250 Advertising through Magazine Consumer Trade Shows

$10,000 $20,000

Total Expense per Stage

$97,270

$15,600

$11,000-$15,000

$300

Total Expenses: $124,170 - $128,170

In stage 1, the advertising cost will be higher than other stages as advertising through trains, outdoor events, and magazines requires the approval and support of the various organisations such as SMRT or mediacorp. For example, creating an event space at a MRT station would cost about $840 a week (SMRT, 2012). In stage 2, printing costs are high, the use of special scented paper materials and the customized shapes and sizes. In stage 3, $1,000 for freelance part-time and $5,000 depend on the experience in the industry. In stage 4 would be mainly sending of SMSes depending on the length of the message.

25

1.7.2 Breaking Even There might not be such a significant increase in sales in the first few days of the advertising campaign. However, for the subsequent few days of the campaign, the increase in sales might be more prominent. As our advertising campaign is based on creative advertising, this will spark conversations people. Instead of talking about the products and offers that Killiney are offering, people might talk about the interesting marketing concept that they saw on the streets earlier. This could also be a useful tool to spark lively conversations during those awkward silences. Through word of mouth, the number of people that will be exposed to Killineys unique marketing concept would increase. With further discount vouchers with an expiry date given, more people might be enticed to check out what Killiney has to offer. For instance, an average consumer spends around $5 for a meal at killiney and the unique marketing concept was able to create a lasting impression in the minds of 100 000 people in Singapore. Out of the 100 000 people, Killiney was able to attract a quarter of them to patronize its stores in the first month. This would mean that there would be a sales of $125 000 in the first month through killineys outlets. This sum of $125 000 before subtraction of fixed costs would be close to covering the cost of advertising. If Killiney is able to draw in another crowd in the 2nd month, the cost of advertising would be totally covered and profits would be gained.

26

1.7.3 Alternatives: what if costs and sales did not cover nor improve. A benchmark of one month would be used to evaluate the results. Following evaluations on the first month, adaptive changes such as reducing the marketing tools mention in this marketing plan will be made on the second month.

Stage 1: Advertising

Stage 2: Conversations

Stage 3: Experiential

Stage 4: Personal

Internet Advertising

Store Cards

Event Sponsorship

SMS/ Mobile

$500 $11,250 $10,000

$300

Vouchers

$200 Total Expense per Stage Total Expenses: $22 250 $11 250 $700 $10,000 $300

27

Several marketing tools will be remain while some tools will be changed to reduce the cost. In stage 1, only internet advertising will remain as mobile games and networking site normally increases popularity at an immense rate through word of mouth. In stage 2, store cards will still be useful and vouchers will be changed to limit consumers to free drinks. In stage 3, as event sponsorship is not frequent participated, this will remain unchanged. In stage 4, the costs of SMSes are low and would thus remain unchanged.

1.8 Conclusion After constructing and launching IMC for Killiney. It is very important to have feedbacks to know whether the organization has succeeded, how consumers are responding with effects to its change and the continuity for improvements on the points that are lacking. Feedbacks through various ways such as surveys, coldcalling, personal interviews or through social interactions should be encourage, only through these feedbacks and Killiney financial statements, we will be able to know how consumers feels after the change and whether or not the organization has succeeded.

28

1.9 Resources Amy. 2005. Dead Marlon's Stuff http://amysrobot.com/archives/2005/06/dead_marlons_stuff.php CBS Outdoor (2012) London Underground, http://www.cbsoutdoor.co.uk/OurMedia/London-Underground/ Current Marketing Inc. 2012. Rethinking Editorial Marketing. http://currentmarketing.com/insidecm/marketing/rethinking-editorial-marketing/ David Lee. 2009. FREE McDonalds Discount Voucher http://imdavidlee.com/free-mcdonald-discount-voucher/ Hew. V (2012) Experts see big jump in internet advertising for online marketers, http://www.channelnewsasia.com/stories/singaporebusinessnews/view/1188552/ 1/.html Hongjun. 2011. McDonalds buy-one-get-one-free Filet-O-Fish http://hongjun.blogspot.com/2011/04/mcdonalds-buy-one-get-one-free-fileto.html http://imcms2.mediacorp.sg/CMSFileserver/Documents/067/For%20Advertisers/ NRP/Radio.pdf http://imcms2.mediacorp.sg/CMSFileserver/Documents/067/For%20Advertisers/ NRP/Radio.pdf http://www.123printing.com.sg/ Mediacorp.2010.Advertising Rates Otis Maxwell. 2011. The right way for marketers to say thank you http://www.otismaxwell.com/blog/2011/03/the-right-way-for-marketers-to-say%E2%80%9Cthank-you%E2%80%9D/ Quinion. M (2012) Ambient Advertising, http://www.worldwidewords.org/turnsofphrase/tp-amb1.htm SMRT, 2012 SMRT Media http://www.smrt.com.sg/advertising_leasing/smrtmedia.asp SPH. 2004. SPH raises advertising rates for The Straits Times and The Sunday Times on 1 September 2004 Sun Printers & Design. 2011. Price Range of Printing Products 29

UTCC. 2012. Experience and Event and Sponsor. http://gs.utcc.ac.th/ceomba/mk/2imc/00Data50imc/Class13/c19%20Experience& Event&Sponsor.pdf Webster. M (2012) Advertising, http://www.merriamwebster.com/dictionary/advertising

30

S-ar putea să vă placă și