GRAP 2413: Understanding Advertising Media

Student Name: Dang My Ngoc

Student Number: s3246663

Date of Submission: 26 March 2010

Lecturer: Supanida Chantarin

Executive Summary

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Apple Company can be seen as one of most successful company in the world (Morris 2008). The
firm has produced caterogies of iPod, iPad, iPhone and iMac. The latest product of iPod category
is iPod shuffle 4th generation. This is the smallest music player in the world which is very
flexible and fashionable for young people. They can easily listen to music and switch to other
songs while doing exercises or walking. However, this brand has faced with many aggressive a nd
powerful competitions, such as Sony, Creative and Samsung (Howard 2003)

IPod shuffle 4th generation has entered Australian market since 2009 (Ipod history 2010).
However, there is small number of Australian people aware of the product and its sale is also
low. Therefore, in order to promote brand awareness and brand preference among audience as
well as increase sales, a new media campaign will be implemented over a year, from 1 June
2010 to 30 May 2011. Sydney and Melbourne is selected to target market because they are
both the most dynamic and big cities in Australia. Thus, there are many young people who have
active and fashionable lifestyle living there who are also target audience of iPod shuffle product.

The media campaign tend to carry out different promotional tools (advertising, public relation
and sales promotion) in different medium (TV, magazines, billboards, events). The successful
media plan will facilitate for gaining the market leader in Australian market for iPod in the
future.

The media plan below will clearly provide methods, time and cost of media promoting as well as
rationales of these selections. Besides, a flowchart in particular days, weeks and months is
presented to make audience understand clearly about the process of the whole media
campaign.

Communication objective

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Australia is one of most developed countries in the world (Bureau of East Asian and Pacific
Affairs 2009). As a result, the percent of population interact with high technologies, music
player in particular, is very high. They are highly aware of different music player brands,
especially I-Pod as well-know product in Apple’s categories. However, iPods have many
competitors from both direct and indirect rivals (Howard 2003). They can produce the music
players to serve the same target audience as iPods and compete through applications with same
functions, benefits such as cell-phone, VCD & DVD players.

To gain larger market share toward iPod shuffle, the Company has run integrated marketing
campaign to promote the product in Australian market. Some main communication objectives
have set to direct the campaign more effectively

Increasing brand awareness among 80 percent of target audience in the next 6 months

 Apple is already well-known brand in high tech among Australian consumers. Moreover,
iPod shuffle 4th generation has launched in 2009 (ipod history 2010). Thus, making as
many target audience as possible aware of the product is very necessary.

Expanding to 55% target audience in brand preference at the end of 2010

 iPod shuffle is known as the world’s the smallest music player which has distinctive
design and functions (Apple Inc. 2010). Therefore, by promoting these different benefit
of the product possibly interest the audience, leading to increase in brand preference

Gaining the top of mind position for IPod shuffle among 30% target audience in January 2011

 By using IMC, advertisers make audience desire to have IPods. As a result, iPods shuffle
can become audience’s the first choice which directly compete with other brands of
music players such as Sony, Creative or Samsung (Howard 2003)

Increasing 15% in iPods sales in April 2011

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  Sales can be seen as the most meaningful objective for promotional campaign (Belch
and Belch, 2009). The effectiveness of the objective is measured by amount of money
that return on investment or increasing the brand’s market share. Moreover, the sales
also tend to evaluate the success of IMC campaign

Media objectives

1. Product purchase cycle

Each product has its own product purchase cycle which lead to different time-frame of running
media advertisements (Kelley and Jugenheimer, 2008). Most fast-moving consumer goods have
product life cycles of three to four weeks. On the other hand, iPod shuffle’s life cycle is much
longer. An iPod can be typically used for one or two years. Technologies’ trend is dynamic which
can be out-dated quickly. Therefore, consumers tend to change a new music player because of
not only iPods’ problems for long time using but also out-dated technology.

As a result, iPod’s advertisers use a year as a yearly purchase cycle for developing reach and
frequency estimates.

2. Setting reach goals

To make majority of iPod shuffle’s target audience can expose to brand message in one year
within a year time-frame, marketers has established a goal of 80 percent target reach. They do
not want to set the reach goal higher or lower. If the goal is higher, it seems to be not realistic
and marketers even do not have enough budgets to achieve this goal. On the other hand, there
is limited number of audience who are aware of iPod brand and do not consider iPods as
purchase decision if the reach goals set too low. The study researches that most brand usually
set their reach goals in the two-thirds to four-fifths range. As a result, reach 80% of target
audience in Melbourne and Sydney as two big Australian cities in a year time-frame is
reasonable

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 3. Setting effective frequency goal

Frequency is referred to the average number of time a consumer would be exposed to iPod
shuffle’s commercial message in a given time frame (Kelley and Jugenheimer, 2008). Setting an
effective frequency can be a good way to establish a delivery goal.

In fact, iPod brand is quite well-known among Australian as one of strongest economy in the
world. However, iPod shuffle 4th generation was just launched in last year (ipod history 2010).
This type of product is still quite new among Australian consumers. Besides, there are many
aggressive competitions which not only directly compete with the product but also indirectly
compete with the Apple Company. Therefore, based on the frequency planning matrix, iPod
marketers must run advertising with the affective frequency level of three (figure 1)

FREQUENCY PLANNING MATRIX

Figure 1. Reproduced from: Kelley & Jugenheimer 2008

In addition, there are some other factors that can affect in determining frequency levels,
including marketing factors, media factors and message factors (Kelley and Jugenheimer, 2008).
Firstly, frequency level for iPod advertising should be low because iPod shuffle’s target audience
is young people with active lifestyle as experimenters who usually tend to look for and try new

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thing rather than standing at one thing. Secondly, iPod’s purchase cycle is long, so people will
use the product for a long time before switching to a new one. Therefore, low frequency will
save an amount of many for the Company and make consumers feel pleasant as well. Finally,
just like other massage produced by Apple Company, the key message and key visual is quite
easy to interpret. Therefore, the low number of exposure also can make audience understand
and remember the message.

4. Setting media objectives

Reach 80% of target audience with an average frequency goal of 3.0 over the five-month
period
During follow up period (seven months), reach 65 percent of target audience with a
frequency of 3.0
Concentrate heaviest advertising in winter and summer, with lighter emphasis on fall
and spring

ADVERTISING

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 Advertising on Magazine

Dolly Magazine

Reproduced from ACP magazines 2010

1. Rationales

Dolly is a well-known and popular magazine as a cultural icon among Australian teenagers. The
magazine can be as the most credible source of information for teenager, especially teenage
girls. The magazine converts all information related to fashion, music, from clothes, music
technology to film, gaming. As a result, this magazine obviously fit in requirements of iPod
shuffle brand.

Moreover, the target audience of iPod shuffle is young people who are from 13 to 35 years old.
Based on statistic of the Rolling Stone magazine’s reader, there are 85.4% readers who are iPod
shuffle’s target audience. Moreover, these readers obviously much more concerns about music.
In addition, 66.1 % of this magazine’s audience can afford to buy an iPod shuffle because they

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are from Socio-economic of E and above. As a result, Rolling Stone magazine is possibly
appropriate to promote iPod shuffle products (figure 11)

PROFILE OF READERS OF THE ROLLING STONE MAGAZINE

Figure 11. Reproduced from ACP Magazines 2010

In comparison with Rolling Stone magazine, advertising on Dolly magazine is much more
effective. Although the cost per third page of Dolly magazine is higher, its CPM is lower than
Rolling Stone magazine’ s. Statistics is provided by ACP Magazines (figure 12)

Rolling Stone magazine Dolly magazine

Circulation 23,452 140,382

Circulation to target market 66.5% (15,596 readers) 85.4% (119,888 readers)
(13 – 35 years old)
Cost per third page A$ 1,885 A$ 6,505
Calculation of CPM 1,885 x 1000 6,505 x 1000

15,596 119,888

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CPM A$ 120.86 54.25

Figure 12. Reproduced from ACP magazines

2. Size and placement

Size: IPod ads will be displayed in third page of the magazine. Firstly, advertisers
do not need full-page advertising or put these ads in the cover page because the
iPod ads are attractive and interesting enough for getting attention of audience.
Moreover, half-page is wide enough to provide audience key visual and product
information as well. Furthermore, because the campaign uses different
promotional tools and the budget is also limited, there are not necessary to
spend too much many on advertising only.
Placement: the ads are put in normal places in the magazine for some reasons.
Firstly, it can reduce the cost pay for special places. Secondly, the content of iPod
ad is really compelling and attractive. Finally, iPod ads have “singing” technique,
so these ads obviously get attention of audience wherever their places in the
magazine

3. Scheduling

For advertising in Dolly magazine, advertisers use a continuous strategy. In fact, Dolly is monthly
magazine. Thus, iPod ads will be released for 1 time a month during 12 months of the campaign.
This strategy will constantly remind consumer about the product and its news and events

4. Deadline

This table below presents the deadline for each time publishing. Thus, iPod advertisers must be
carefully consider the deadline to make sure every single advertisement of iPod shuffle
releasing on time (figure 13)

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 DEADLINES OF DOLLY MAGAZINE

Figure 13. Reproduced from ACP 2010

5. Cost

This is the rate Card table of Dolly magazine (figure 13)

Figure 13. Reproduced from ACP 2010

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Cost of third-page: A$ 6,505

Cost for 12 third-page: A$ 6,505 x 12 = A$ 78,060

Advertising in the Park (Out-of-Home advertising)

Luna Park Sydney

Reproduced from Sydney Family Attractions 2010

1. Rationales

Luna Park in Sydney is one of the city's most famous family attractions in Sydney (Sydney Family
Attractions 2010). The park is stand is located near Sydney Harbour Bridge and Opera House.
Thus, this park obviously has a beautiful sight and fresh atmosphere. Moreover, entry to the
park is free, so everyone can go there for a walking or doing exercises. As a result, advertising
iPods as a music player brand is completely appropriate. These ads will stimulate viewer’s need
of having a music player, so they can listen to music during talking a walk in the park

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 2. Size: iPod billboard will be displayed in 6.00 x 3.00m size
3. Scheduling

Fighting schedule is applied for billboard advertising in the park. These billboards will be
displayed into three main periods, each period will last 4 week long.

From 15 June to 15 July (4 week period)  announcing and reminding people about
the contest about iPod campaign
From 1 October to 30 October 2010 (4 week period)  announcing about the 2nd
row would occur in this park; introducing the iPod shuffle’s sales promotion program
for students in that ‘backing to school’ period
From 20 November to 20 December 2010 (4 week period)  this is Christmas time;
Australians usually buy gifts for family members and friends. The more people are
exposed to these ads, the more likely they buy iPods
4. Cost

Reproduced from GOA billboard 2010

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 Cost for 4 week period: A$ 2,500 + A$ 300 = A$ 2,800

Cost for 12 week period: A$ 2,800 x 3 = A$ 8,400

Ascot Vale Skate Park – Melbourne

Reproduced from Skateboard 1999

1. Rationales

Ascot Vale Skate Park is a place young people, mostly boy, for skate boarding. Thus, most of
them have active lifestyle and enjoy playing sport and possibly listening to music that are target
audience of iPod. Moreover, the park is public place; so many people go there for skating or
watching others’ performance. As a result, they are likely to be exposed to the iPod ads in the
park

2. Size: iPod billboard will be displayed in 6.00 x 3.00m size

3. Scheduling:

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Marketers apply the fighting strategy for advertising ads in Ascot Vale Skate Park. These
billboards will be displayed to announce and remind viewers about iPod shuffle products and its
events. Moreover, this strategy is reasonable for limited budget

From 15 June to 15 July (4 week period)  announcing and reminding people about
the contest about iPod campaign
From 20 September to 20 October 2010 (4 week period)  introducing the iPod
shuffle’s sales promotion program for students in that ‘backing to school’ period
From 20 November to 20 December 2010 (4 week period)  this is Christmas time;
Australians usually buy gifts for family members and friends. The more people are
exposed to these ads, the more likely they buy Ipods
From 15 February to 15 March 2011 (4 week period)  announcing the music
concert as prize announcement event would occur in Sidney Myer Music Bowl –
Melbourne
4. Cost

Reproduced from GOA billboard 2010

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Because Ascot Vale Skate Park is smaller than Luna Park in Sydney, so the billboard advertising is
obviously much cheaper. The cost is estimated:

Cost for 4 week period: A$ 1,000

Cost for 16 week period A$ 1,000 x 4 = A$ 4,000

Advertising on the Internet

Homepage (http://www.iloveipodshuffle.com)

1. Rationales
A successful website can create awareness as well as generate interest among audience.
Moreover, homepage is a perfect place for creating brand image. The more attractive the
website is, the more the product can gain preference from audience. Furthermore, website
is the fast way to widely announce new information about the company, its product or
events. Thus, views also get engaged in the events easily than other media such as
newspaper or TV. In fact, iPod’s target audience is mostly young people, so investments in
creative techniques, continual updating is really necessary (Belch and Belch, 2009)
2. Content of the website
The easily memorable name for website: http://www.iloveipodshuffle.com
A attractive key visual and key message in front page
The iPod website is divided into five main categories
 Home: provide general information about the product, its accessories, and
where to buy
 Events and News: updating detail about iPod’s current events to get people
involved in
 Video: iPod shuffle marketers will produce a short feature about the Apple
workplace and footage of conversations with its most influential and

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 powerful leader Steve Jobs. This video is predicted to reach many viewers
because many people are deeply interested in Apple Company, its product
and its leader as well
 Music for you: there are collections of popular songs and music video clip for
audience
 Blogs: they are a cheap strategy to emotionally reach the target audience.
The host will post one entry per week, including entries about tips for buying
music players; comment on music; or picture of musical celebrities. These
articles will be carefully selected to appropriate with readers. Moreover, iPod
advertisers must attempt to keep the bloggers pleasant by feeding them
exclusives, announcing news about product before it is introduced to the
public (Belch and Belch, 2009). Furthermore, this is also the place for every
audience leaving their comments
The information on this homepage will be updated regularly
3. “Designing iPods shuffle” contest on the homepage
Time: 15 June 2010 – 30 September 2010
Venue: no (the 1st row occurring in the internet)
Activities: Candidates will post on iPod shuffle homepage
(http://www.iloveipodshuffle.com) one draft of your painting. Top ten of most
beautiful and unique design selected will enter to the next row.
Prizes: Each winner will receive a iPod shuffle + download free 365 songs in ITunes
4. Cost
The whole package for creating the iPod website (http://www.xpl.net.au/lowcostwebs.php)
Consult
Create the website.
Register a domain name for your business.
Supply email addresses for all staff.
Supply fast & reliable hosting for 12 months.
List the website on numerous search engines and directories.
Supply detailed on-line traffic reports.

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 Monitor the website for 12 months.
Manage the website for 12 months (Basic maintenance agreement).

Total cost: A$ 2,100

Interactive Banners

Reproduced from Ninemsm 2010

1. Rationales

It is the most common form of advertising in the Internet (Belch and Belch, 2009). Banners are
used to effectively create brand awareness and recognition. Due to the limited size of banner,
IPod advertises will provide only key message and key visual to grab attention of audience.
Therefore, if audience finds it interesting, they will click on the banners which link to the Apple

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homepage.

2. Size and placement

Size: IPod banners will be in wide Skyscraper 160 x 600
Placement: these banners will be put in some popular website for Australian
teenagers: Rolling Stone (http://www.rollingstone.com/) and Dolly
(www.dolly.ninemsn.com.au)
3. Scheduling

Due to the cheap cost of online advertising, iPod banners will be display in two websites for a
whole year. Therefore, there possibly millions of audience will be expose to the banners

4. Cost

This table below demonstrates the cost for banner advertisings

Reproduce from ACP Magazines 2010

Cost for one week advertising: A$ 40

Cost for a year advertising: A$ 40 x 52(weeks) = A$ 2,080

Cost for a year advertising in 2 websites: A$ 2,080 x 2 = A$ 4,160

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 SALES PROMOTION

Event marketing

“Designing iPod shuffle” Contest

1. Description

Decorating and drawing on iPod shuffle contest as the bid event will be organized by Apple
Company. In fact, iPod products are always concern with art and fashion. Thus, holding this kind
of event will only interest audience and participants but it also build positive and attractive
brand image among people’s perception. The contest is open to Australian citizens who must be
aged 13 or older

2. Programming
a) The First Row:
Time: 15 June 2010 – 30 September 2010
Venue: no (the 1st row occurring in the internet)
Activities: Candidates will post on iPod shuffle homepage
(http://www.iloveipodshuffle.com) one draft of your painting. Top ten of most
beautiful and unique design selected will enter to the next row.
Prizes: Each winner will receive a iPod shuffle + download free 365 songs in
ITunes
(see more on advertising on the internet)
b) The Second Row:
 Time: 1 November 2010
 Venue: Lunar Park – Sydney
 Activities: Ten winners in row 2 will directly draw on the iPods shuffle. The iPod
event organizers will provide each candidate a iPod shuffle, colors, paint brushes
and others.
 Prizes: no (prize announcement will be host in other day)

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 Enter to the second row event is free
To advertise for the second row event:
 Advertising on banners on popular websites: Rolling Stone
(http://www.rollingstone.com/) and Dolly (www.dolly.ninemsn.com.au (see
Banners)
 Advertising on the iPod shuffle homepage (http://www.iloveipodshuffle.com)
 Advertising on the magazine Rolling Stone 10/2010 (see Adverting on magazine)
 Sending media release for print media from 15 October to 30 October 2010 (see
Publicity on Print media)
 Outdoor advertising from 20 September to 20 October 2010 (see Adverting in
the park)

c) Prize Announcement – Music concert event

This event is a combination of prize announcement and music concert and other
activities. IPod marketers estimates 4000 audience participating in this event
 Time: 15 March 2011 (this time is Summer Music Festival in Melbourne)
 Venue: Sidney Myer Music Bowl - Melbourne
 Activities:
- Music concert with the participants of Australian popular
singers such as Lenka, Kylie Minogue and famous local brands
- Three best designers in top ten will be announced and
received prizes
- Ten iPods shuffle was won in the 2nd row will be put up to
auction, and the money for that will be donated to the charity
 Prizes:
- 1st Prize: A$ 4,000
- 2nd Prize: A$ 2,000
- 3rd Prize: A$ 1,000

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 For music concert event, there are two ways to have tickets
 Buy the ticket with the price of A$ 20
 Buying iPod shuffle for free tickets
To advertise for the music concert, some media supports that iPod marketers will
use:
 Advertising on banners on popular websites: Rolling Stone
(http://www.rollingstone.com/) and Dolly (www.dolly.ninemsn.com.au
(see Banners)
 Advertising on the iPod shuffle homepage
(http://www.iloveipodshuffle.com)
 Advertising on the magazine Rolling Stone 3/2011 (see Adverting on
magazine)
 Sending media release for print media 1 March to 15 March 2011 (see
Publicity on Print media)
3. Cost

These costs listed below are estimated:

Total prizes: A$ 7,000

Guest singers’ fee: A$ 15,000

Facilities and equipments A$ 10,000

Human resources A$ 10,000

Total cost A$ 42,000

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 Refunds

“Back to school” refunds

1. Rationales

Australian students in junior high schools, high schools and universities can be seen as the
target audience of iPod shuffle products. Therefore, offering refunds as discount strategy for
Australian students in “back to school” period will encourage them buying the products.
Moreover, these consumers are likely recognize that the firm tend to support for their lives,
leading to brand preference

2. Program and scheduling

Program: there are two kinds of iPod shuffle (4GB and 2 GB). Consumers who buy
different kind of iPod shuffle will be returned different a portion of the product purchase
price. Consumers will certainly receive refunds in retailer stores where they buy iPods
shuffle
To receive refunds, consumers must show salesperson proof of purchasing iPods shuffle
and student card
 Buying 2GB (A$ 79), students will get A$ 10 off
 Buying 4GB (A$ 109), students will get A$ 20 off
However, the refunds program is limited. There are 500 refunds for 2GB iPods shuffle
and 500 refunds for 4GB iPods shuffle  First come, first serve
Scheduling: the refund campaign will run from 15 September to 31 October 2010 which
is also ‘back to school’ period of Australian students (Department of Education and Early
Childhood Development, 2007)
3. Cost

500 refunds for 2GB iPods shuffle: 500 x A$ 10 = A$ 5,000

500 refunds for 4GB iPods shuffle: 500 x A$ 20 = A$ 10,000

Total cost: A$ 15,000

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 Premium

Free ticket for iPod shuffle purchasing

1. Rationales

Music concert is obviously attractive and interesting event for everyone. However, cost of ticket
is not cheap. Thus, offering free tickets as gifts after purchasing iPods shuffle not only attract
more consumers but this is also a way of reminding and advertising the event for consumers.
Otherwise, consumers are also interested in this type of premium

2. Program and scheduling

Program: This promotion is available for every Australian and foreigners.
 Buying 2GB (A$ 79), consumers will receive a free ticket
 Buying 4GB (A$ 109), consumers will receive two free tickets

However, there are limited of tickets as premiums which are offered for consumers who buy
iPods shuffle. The firm will offer 200 free tickets for consumers. Therefore, first come, first
serve.

Scheduling: the promotion will run from 12 February to 15 March 2011

3. Cost

1 ticket: A$ 20

200 free tickets: A$ 4,000

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 PUBLIC RELATIONS

Publicity

Publicity on Print Media

1. Rationales

Young people as target audience of iPods shuffle brand tend to read these type of magazine, in
order to updating information about current events, latest trend of technology or to entertain.
Therefore, news of iPod as cultural icon will get attention of audience. Moreover, due to iPod’s
popularity, reporters obviously want good stories and news from iPod brand’s PR practitioners
for their newspaper, in order to achieve more readerships. Otherwise, iPod shuffle brand and its
company will be advertised for free, leading to increase in brand recognition and brand
preference as well as budget saving

2. Target media List

Because the target audience of iPod shuffle and these magazines below is the same, IPod
advertisers tend to see them as target media to send media release:

Dolly – youth magazine

Rolling Stone – music magazine
Emprise – music magazine
APC – technology magazine
Cosmopolitan – young women’s lifestyle magazine
CLEO - young women’s lifestyle magazine
Men's style Australia – men’s lifestyle magazine

3. Media release’s Content and time for publishing

The brand image must be present in media as much as possible. This will make audience more

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remember about brand name and even put in top-of-mind when they make purchase decisions

The 1st media release

 Content: Announcement of “Designing iPod shuffle” competition, giving
information about the contest, how to enter and how attractive the prizes are
 Time for publishing: 10 June to 20 June 2010
The 2nd media release
 Content: Follow up the first media release by announcing top ten winners, how
many people participant in the contest, how talent designers are. Besides,
introducing the next row with full of joy and excitement is really necessary to
include in this article
 Time for publishing: 15 October to 30 October 2010
The 3rd media release
 Content: Big announcing of the music concert as the prize announcement hosted
by iPod Company, including the venue, guest popular singers and brands
 Time for publishing: 1 March to 15 March 2011 - before the music concert
occurring
The 4th media release
 Content: Send the deep gratitude from the Company to audience, mentioning
about how success the event is, and also the money is donated for the charity 
Let audience know how the iPod’s Company care about their society, leading to
brand preference
 Time for publishing: 16 March to 30 March 2010

Publicity on Broadcast

1. Rationales

Publicity on broadcast is quite similar with advertising on TV. It can reach mass audience in
short time. Moreover, publicity is usually about reported clip of a person, a product or serviced

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that made up by this Company’s marketers rather a 30s advertising clip, so publicity is much
more credible. In addition, while iPod marketers have to pay thousands of dollars for advertising
only 30s clip on TV, publicity on Broadcast is free as long as its content is interesting and
valuable enough. Furthermore, publicity is usually designed to provide positive information
about the firm (Belch and Belch, 2009). This possibly results in positive response from audience
as well as generating brand image

2. Target media list

Popular channels in both Sydney and Melbourne will be selected to broadcast 15-minute video
clip about the firm and iPod shuffle (figure 13)

ABC 1
ABC 2
Even
7TWO
Nine
GO!
TEN
SBS ONE

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 Figure 13. Reproduced from OzTAm 2010

3. Publicity’s content and time for broadcasting

The 1st clip
 Content: Steve Jobs as the CEO of Apple firm will talk about his jobs in the firm,
how can he manage and release new products which mostly become popular in
the market  Jobs can be seen as idol in high-tech market, so there are
obviously many people who will be interest in the clip to know more clearly
about Jobs’ s career and life
 Time for broadcasting: from 1 July to 10 July 2010
The 2nd clip
 Content: Reporting about the “designing iPods shuffle” event occurred in Luna
Park Sydney, capturing on how designers draw on these Ipods
 Time for broadcasting: from 3 November to 10 November 2010 (certainly after
the event happened)
The 3rd clip
 Content: reporting the music concert with the participants of famous singers and

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 brands and the money raising from selling top ten beautiful iPods shuffle and
ticket revenue will be donated for charity
 Time for broadcasting: from 16 March to 25 March 2011

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REFERENCE LIST
Apple Inc. 2010, ‘iPod shuffle’, Apple, viewed 12 May 2010,
<http://store.apple.com/vn/browse/home/shop_ipod/family/ipod_shuffle?mco=OTY2ODA0NQ>

Australia Bureau of Statistics 2007, ‘ATTENDANCE RATES AT CULTURAL VENUES AND EVENTS, By
age and sex’, Australia Bureau of Statistic, viewed 24 April 2010,
<http://www.ausstats.abs.gov.au/Ausstats/subscriber.nsf/0/CD07CD12622AB380CA25726D007
5EA55/$File/41140_2005-06.pdf>

Australia Bureau of Statistics 2009, Household Use of Information Technology, Australian Bureau
of Statistics, viewed 15 April 2010,
<http://www.ausstats.abs.gov.au/Ausstats/subscriber.nsf/0/9B44779BD8AF6A9CCA25768D002
1EEC3/$File/81460_2008-09.pdf>

Betsy Morris 2008, What makes Apple golden, Fortune, viewed 12 may 2010,
<http://money.cnn.com/2008/02/29/news/companies/amac_apple.fortune/index.htm>

Blakely, L 2008, Apple's Advertising Budget: Revealed, BNET, viewed 14 April 2010,
<http://industry.bnet.com/technology/1000574/apples-advertising-budget-revealed/>

Bureau of East Asian and Pacific Affairs 2009, Background Note: Australia, U.S. Department of
State, viewed 7 May 2010, <http://www.state.gov/r/pa/ei/bgn/2698.htm>

Department of Education and Early Childhood Development 2007, Term Dates, DEECD, viewed
11 May 2010, <http://www.education.vic.gov.au/about/keydates/termdates.htm>

Dilanchian, N 2009, ‘Outdoor advertising contract deals and statistics’, Dilanchian, viewed 18
April 2010,
<http://www.dilanchian.com.au/index.php?option=com_content&view=article&id=507:outdoo
r-advertising-contract-deals-and-statistics&catid=23:ip&Itemid=114>

Hale, T 2008, Promotions Get Personal: The coupon constituency of today and tomorrow, The
Nielsen Company, viewed 28 April, <http://en-
us.nielsen.com/main/insights/consumer_insight/issue_13/promotions_get_personal>

Howard, B 2003, iPod competition, PCMAC, viewed 6 May 2010,

<http://www.pcmag.com/article2/0,2817,1265596,00.asp>

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