1 Marketing Plan for the Consumer Exhibition: AL FRESCO 2010 Gesa Christin Meyer zur Heyde 07048842 LT3031N Ivna Reic
1
Marketing Plan for the Consumer Exhibition:
AL FRESCO 2010
Gesa Christin Meyer zur Heyde
07048842
LT3031N
Ivna Reic
2
Contents Strategic Marketing Initiatives............................................................................................................... 3
Campaign Targets ............................................................................................................................ 3
Key Messaging ................................................................................................................................. 3
Strategic Marketing Techniques .................................................................................................... 4
Aspirational Marketing and Viral Marketing .............................................................................. 4
E-Marketing ................................................................................................................................... 5
Relationship Marketing and Internal Marketing ....................................................................... 5
The Marketing Communications Mix .................................................................................................... 6
Public Transport Advertising ....................................................................................................... 6
Print Advertising ........................................................................................................................... 6
Radio .............................................................................................................................................. 7
Online communications ............................................................................................................... 7
Public Relations ............................................................................................................................ 7
Direct Marketing ........................................................................................................................... 8
Sales Promotion and Street Promotion .................................................................................... 9
Celebrity Endorsement .............................................................................................................. 11
Sponsorship ................................................................................................................................ 12
Action Programme ............................................................................................................................... 13
Marketing Budget ................................................................................................................................. 13
Controls................................................................................................................................................. 17
Appendices .......................................................................................................................................... 18
References .......................................................................................................................................... 22
Bibliography ........................................................................................................................................ 25
3
Strategic Marketing Initiatives
Campaign Targets
The two main campaign targets are as follows:
1.) The number of core visitors attending the Al Fresco Show 2010 should be increased
to at least 41,000. In order to achieve this, considerable and broad awareness has to
be gained in all three identified target segments.
2.) An increase in attendance on the Friday of the event has to be achieved. Compared
to the weekend days of the show there is considerable scope to cater to an additional
amount of visitors.
Key Messaging
“The Al Fresco show is the place to find out the latest developments in your favourite
outdoor activity from new gear to new locations. Come and meet the experts in your field
and learn from their experiences.”
The chosen key message leaves a lot of room to incorporate different ideas and themes for
the campaign. The campaign‟s communication activities and messages should not be too
specialised since the objective is to considerably increase the number of attendees.
Promotional material should sound appealing to outdoor enthusiasts, gym members and
families alike and get them excited on the prospect of attending the show. An integrated
campaign will use consistent messages, a strong coherent branding and tone-of-voice in
order to prevent customer confusion and leverage from all aspects of the campaign.
In order to increase sales on Fridays the event schedule should at least include one highlight
during the day that can be especially promoted and gets the interest of a significant number
of people who find it reason enough to attend the show on a week day. Concentrating on
this marketing target is important due to the service characteristic events entail. The
perishability of tickets is a challenge the Al Fresco show faces and every unsold ticket on a
Friday comes at a loss to the event (Bowdin, 2006).
4
Additionally, the fact that the Friday compared to the other two days of the event is not as
busy should be communicated and turned into a positive differential advantage. Apart from
making it sound attractive to the attendees that Friday will be less crowded, special sales
promotions as marketing communications tool as part of a street promotion will be
organized. These initiatives will be further outlined as part of the marketing communications
mix.
Strategic Marketing Techniques
Aspirational Marketing and Viral Marketing
In order to increase awareness and stir interest in this year‟s Al Fresco Show, the event will
be endorsed by sports hero and celebrated role model Phil Packer. Phil sustained a spinal
cord Injury in February 2008. During his rehabilitation in hospital, he decided to embark upon
numerous physical challenges to raise funds for charity. His three main challenges in 2009
included rowing the Channel, walking the London Marathon over 14 days, and hauling
himself up the famous mountain El Capitan with a support team of some of the UK‟s best
climbers. As a result, Phil gained national interest, received intensive press coverage and
inspired millions. He was recognized as the Fundraiser of the Year at the Pride of Britain
Awards and received the Helen Rollason Award at the BBC Sports Personality of the Year
ceremony (Phil Packer, 2010). Numerous video clips of the physical challenges Phil Packer
has embarked on are still going viral. People find him to be a source of inspiration. The
online as well as offline association between Phil Packer and the Al Fresco Show 2010 will
be hugely beneficial and stir considerable interest in the event. The show is highly likely to
secure additional and highly favourable media coverage through this relationship. In order to
fully leverage from these aspects and to give attendees a reason to visit this year‟s Al Fresco
Show on a Friday, Phil Packer will be present on that day to give an inspirational speech
followed by a workshop on climbing. Phil Packer is also collaborating with the Calvert Trust,
a charity that promotes the idea to challenge “disabilities through outdoor adventure”
(Calvert Trust Charity, 2010). With the charity standing for a cause that is in line with what
the Al Fresco Show represents it is highly likely that the event‟s attendees will look
favourably upon this collaboration and are willing to donate. This means a win-win-win
situation between the Al Fresco Show, Phil Packer as well as the Calvert Trust.
5
E-Marketing
Besides leveraging existing online content and video footage of endorser Phil Packer to
initiate viral marketing, social media should be used in order to generate interest and reach
new potential visitors online. Facebook and the Hiker‟s Journal, which calls itself a social
network for outdoor enthusiasts should be especially targeted (Hiker‟s Journal, 2010). These
initiatives are relative inexpensive but will bring the Al Fresco Show one step closer to its
target to make plenty of new people aware of the upcoming event.
Relationship Marketing and Internal Marketing
According to Gronroos, marketing in relational terms is defined as “to establish, maintain and
enhance relationships with customers and other partners...” (Little et al., p.22, 2003). For the
Al Fresco Show 2010 this means in order to fulfil its target of 41,000 attendees, a substantial
amount of former customers/visitors have to be retained in addition to the one‟s that need to
be newly acquired. Since the Al Fresco Show has been so successful in the past and has
the unique selling prepositions to be the largest consumer outdoor show in the whole of
Europe and the only consumer show that includes the whole breadth of the outdoor activities
in one event, former attendees should be easily persuaded into revisiting the event when
reminded of it through means of direct mail shots (which will be further outlined as part of the
marketing communications mix).
Making your employees‟ ambassadors of the Al Fresco Show generates credible word-of-
mouth (WOM) communications. Rewards should be given for every visitor that was made
aware and persuaded to come to the event on the account of an Al Fresco employee. An
internal competition that encourages staff members to refer as many people as possible to
the event should increase levels of WOM considerably. Engaging staff members is
especially important to the success of the Al Fresco Show due to characteristics of every
service, including events that are often described as “service experiences” (Bowdin, p.182,
2006). People, in this context especially the employees, are a key determiner of success or
failure of an event. They are central to the delivery of the “service experience” and in that
managing the quality of an event depends on managing its human delivery in a fashion that
is satisfactory to employees as well as attendees of the show (Bowdin, 2006).
6
The Marketing Communications Mix
The marketing concept behind the Al Fresco Show strives to deliver a truly integrated
campaign in order to benefit from increased profits through increased communications
effectiveness (Smith et al., 2004). The specific marketing communication tools for the Al
Fresco Show 2010 are outlined below.
Public Transport Advertising
Research conducted by Viacom Outdoor, a leading transport media sales company,
indicates that “the average London Underground train passenger spends approximately
three minutes on the platform waiting for their train” (Burtenshaw, p. 24, 2006). This offers a
real opportunity and a realistic time span to engage a potential consumer in the message
The Al Fresco show wants to convey. Besides using the time commuters spend waiting to
inform them about the upcoming event, the advertisements will communicate as to how
easily Birmingham can be reached using public transport.
Print Advertising
Appropriate media outlets for print advertisements will be chosen according to readership
patterns. Please consult Appendix 1 for an overview of the readership patterns and the
selected media outlets that were chosen and their associated costs as outlined in the
budget.
7
Radio
In tune with the campaign target to reach a broad audience, the medium radio is chosen
since listeners are traditionally from every social grade. It is a very effective way to get the
message to potential customers with its high frequency and offers the additional benefit to be
also available online which helps to reach an even wider range of customers.
Online communications
Online promotions play an increasingly important role in today‟s integrated marketing
communication programmes, running alongside and complementing more traditional media
(Burtenshaw, 2006). The benefits of this cost-effective medium have not been used
extensively enough in previous Al Fresco campaigns. In order to increase awareness for the
Al Fresco Show 2010 an online presence forms a vital part of the marketing communications
mix. In order to make the Al Fresco Show‟s online content more personally meaningful,
customer co-creation of the website will be encouraged. A life web-feed with twitter updates
that mention the upcoming show will be incorporated into the website. Customers that have
previously visited and taken part in the Al Fresco Show will be encouraged to upload photos
and videos, mention their favourite aspects of previous shows and share their personal
experience.
Public Relations
Public Relations is an important management function of the Al Fresco Show. According to
Harlow, it is a discipline that “helps to establish and maintain mutual lines of communication,
understanding, acceptance and cooperation between an organisation and its publics” (Tench
et al., p.4, 2006). Apart from the fact that publicity will have an impact on ticket sales and
the image of the event, the Al Fresco Show has a commitment and responsibility towards its
sponsors to gain a high media profile for all parties concerned. Since print advertisements
will be placed in numerous newspapers, press packs will be sent to the same media
contacts and due to the scale of the event and the fact that the Al Fresco Show represents
8
the largest consumer outdoor show in Europe, extensive media coverage is highly likely.
With an increase in ticket sales and a broader spectrum of visitors as an objective in mind,
the breadth and huge variety of the Al Fresco Show 2010 should be especially
communicated. Previous good working relationships with the Ramblers Association and
Girlguiding UK who represent a trusted source of information for outdoor enthusiast, will be
further developed. Special features of the Al Fresco Show like the Wilderness Camp in
association with Girlguiding UK represent just one opportunity for newsworthy and
entertaining editorial content. Generally, a good flow of information and a constant dialogue
with the main communicators of the outdoor industry is key to the success of the event.
Please also see Appendix 2 for a press release example that concentrates on promoting Phil
Packer‟s endorsement of the Al Fresco Show 2010 and additional newsworthy celebrity
support.
Direct Marketing
Direct Marketing allows the campaign to reach a very specific target audience of people that
have shown previous interest in the event. Even though many consumers perceive direct
mail to be unwanted „junk‟ mail, it has proven to be an effective means if tailored to a
particular audience demographic and succeeds to speak on a one-to-one basis with a
named individual. Another benefit of direct mail is that its impact can be easily measured.
How many people responded to each mailing and how many of those have converted to
sales gives a clear indication of the success of the initiative (Burtenshaw, 2006).
Targeted prior visitors will be able to take advantage of a special offer. Enclosed in the direct
mail shot will be a voucher that gives a money-off discount, with £4 off on the Friday of the
event and £2 on Saturday or Sunday. However beside a price incentive, the Al Fresco Show
direct mail shot has to truly engage targeted customers and this can be done through the
use of unexpected and attention-grabbing design and pictures. Shown below is an example
created by the graphic designers of London-based agency Byron Design. Even though this
is not related to the promotion of the Al Fresco Show, it exemplifies how curiosity can be
stirred in a consumer trough the use of unexpected imagery combined with a persuasive
tone-of voice.
9
Source: http://www.byrondesign.co.uk/design-services.html
In order to follow the integrated approach to achieve the benefits that were discussed
previously, flyers and other promotional material should follow exactly the same design
patterns, although different marketing communications tool will still need to deliver different
functionalities.
Sales Promotion and Street Promotion
The sales promotion initiatives for the Al Fresco Show are designed to overcome the
following two challenges of the event:
1. Increasing the amount of visitors on Friday
2. Overcoming the challenge of the intangibility of events and providing potential visitors
with information, interaction and mediate positive cues about the nature of the event
experience (Bowdin et al., 2006)
The street promotion has the aim to make the Al Fresco Show look fun and engaging. And
with a special promotion for attendance on Fridays and Phil Packer as the highlight of
Friday‟s event schedule people‟s attention should be gained. Visible below is an example of
a street promotion that is conducted by a few students, helped along with a few props. The
10
implementation was inexpensive – but more importantly, it made people laugh, ask
questions and engage with the street promotion team.
Face to face contact with potential customers helps to raise additional awareness about the
event. A personal encounter is more memorable and initiates word-of-mouth
communications.
11
Celebrity Endorsement
Phil Packer was chosen as this year‟s main celebrity endorser because of the strong and
credible human component he brings to the event. He represents a personality people can
look up to; not simply because he is famous, but because he has a story to tell. He chose
outdoor sports as his way out of a dead end and means of rehabilitation. His inspirational
story will trigger consumer engagement with the show as well as him as personality and
endorser of the event. Apart from lead figure Phil Packer, popular presenter and comedian
Grif Rhys Jones, entertaining TV presenter and adventurer Bruce Parry and admired nature-
lover and wildlife TV presenter Kate Humble will take on stage of the Al Fresco Show‟s world
theatre to talk about their experiences and achievements.
12
Sponsorship
Due to the prior success of the Al Fresco Show, the list of sponsors is long. This year
Diabetes UK and the National Trust could be successfully added and will play a key role in
the event. Good relationships have to be maintained with these important stakeholders and
all sponsors need to be reassured that their participation in the event links their business
with their target audience (Bowdin et al., 2006). Each sponsor will receive an information
pack after the event with a detailed overview as to how successful the event was, how much
publicity it generated and how much exposure the sponsorship brand got as a result of their
contribution.
Lead sponsor North Face will receive maximum publicity and its logo will appear on every
entry ticket. All other sponsors will be promoted in various ways according to the
sponsorship contracts, ranging from having their banners displayed to having their brand
name announced at the event. Special resources will be given to the new collaboration with
the charity Calvert Trust, Diabetes UK and the National Trust.
The table below represents different media ratings on essential media selection
characteristics that have been taken into account when choosing effective marketing
communication tools for the Al Fresco Show 2010.
Media Visual Content Time to Process Frequency
Internet Yes Long Low
Direct Mail Yes Long Low
Posters Yes Long Limitations
Magazines Yes Long Limitations
Newspapers Limitations Long High
Television Yes Short High
Radio No Short High
Source: (Percy & Elliott, 2009)
13
Action Programme
The table below represents a Gantt-Chart with the key tasks that are essential to the
success of the marketing of the Al Fresco Show 2010.
The abbreviation “M” stands for milestones, which resemble achievements and guideposts
for monitoring an event‟s progress (Bowdin et al., 2006).
Marketing Budget
The media solutions are chosen in accordance with consumer patterns. Different media
channels have been incorporated in order to reach a broad target audience. Three different
variables: reach, frequency and timing, have been taken into consideration. Selected media
will be used in order to maximize the frequency and timing that potential customers will be
exposed to the message. Achieving awareness of a brand, product or in this case an event
can be done much more quickly by using the outlined combination of online communication
and traditional advertising.
Appendix 1 gives an overview of readership patterns of selected wide-spread and well-
known newspapers. As the objective of this campaign is to reach more people than ever
before and create awareness of the Al Fresco Show 2010 around families and sport and
outdoor enthusiasts, print ads should be run in various newspapers to increase reach and
frequency. However, a selection has to be made based on numerous factors. For example,
due to the Daily Telegraph‟s commitment to the competing event “Daily Telegraph Adventure
Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
Investigate competition
Create marketing budget M
Decide on the marketing tools M
E-marketing
Direct Marketing
Public Transport Advertising
Print Advertising
Radio commercials
Street Promotion
Contact last year's sponsors M
Contact new sposors M
Fianlize and sign sponsorship contracts M
Finalize and sign endorsement partner M
14
Travel & Sports Show” and the Daily Mail‟s involvement in the “London Boat Show” these
two newspapers should not be used to advertise in.
Quote for Marketing Initiatives Costs of the Al Fresco Show 2010:
Description Cost (£) / wk Duration
(wks)
Total
Outdoor
Buses Greater London & 11 major
UK cities
Superside Platinum Pack,
Pack price 2 weeks (375),
75% of consumers recall a
Superside ad
184,500
for 2 weeks
4 369,000
London Underground
London & DLR,
Gold Pack,
Stair, Corridor, Lift &
Escalator Panels - (400 X
GD & 50 X Entertainment
Sites)
46,800
for 2 weeks
4 93,600
Metro London Half a page, colour
London
£14,399
71,995 2 143,990
The Evening
Standard
Half a page, colour
London
£14,399
71,995 2 143,990
The Guardian Double page spread
Colour, £34,000
1 week reaches 1.4m people
170,000 1 170,000
15
.
The Independent Full Page, £10,000 50,000 4 200,000
The Observer Inside back cover
£995
995 4 3,980
Radio £2 / 1,000 people,
£1,000 / week,
reaching 500,000 people per
week
BBC 1 as above 1,000 4 4,000
Digital Online
Facebook Daily budget £27,
resulting in 51 clicks per day
189 20 3,780
Hiker‟s Journal Daily budget £10 70 20 1,400
Direct Marketing £320 for 10,000 prints
Reaching 20,000 people
Production: £620
Postage: £2,000
655 4 2,620
On-street Promotion £250 for 10,000 flyers
Reaching 100,000 people
Production: £2,500
Human Resource: £7/h
where 500 hours are needed
= £3,500
1,500 4 6,000
Total (£) 1,142360
16
Overall Marketing Budget for the Al Fresco Show 2010 (estimate July 2009):
Income £
Expenditure £
1. Grants
1. Advertising
1.1 Local council 25,000
1.1 Outdoor 462,600
1.2 The NEC Group 50,000
1.2 Print 661,960
1.3 Radio 4,000
2. Ticket Sales
2. Online 5,180
2.1 Early bird tickets 25,000
3. Direct
Marketing 2,620
3. Sponsorships
3.1 North Face 1,000,000
4. Street
Promotion 3,500
3.2 Diabates UK 25,000
4.1 Flyers 2,500
3.3 National Trust 25,000
Total 1,150,000
1,142,360
Profit
7,640
17
Controls
“The control of any business involves comparing the progress of all the key functions against
a management plan to ensure that project outcomes are met” (Bowdin et al., p. 294, 2006).
The outlined control mechanisms below are central to the successful outcome of the
marketing campaign for the Al Fresco Show 2010:
In order to achieve the Al Fresco Show‟s ambitious campaign targets, all marketing
communication efforts have to be continuously monitored and their effectiveness have to be
analysed throughout the 9 months period from July 2009 to March 2010. Appropriate actions
have to be taken in order to guarantee the success of the event.
18
Appendices
Appendix 1
Newspapers
Daily Mail Metro News of the World The Daily
Telegraph
The Evening
Standard
Readership is more
than 50% female.
Circulation in
February 2010
show gross sales of
1,993,698.
Readers are
ABC1C2 adults.
Free daily
newspaper with
readership over 1
million daily.
Readers from all
social groups,
adults and
teenagers.
Tabloid newspaper
published every
Sunday.
Readers from all
social groups
High circulation
daily newspaper.
Readers from ABC1
social group,
majority of them are
supporting
conservative party.
Free local daily
newspaper.
Readers from social
groups ABC1C2,
using public
transport, working.
Cost of Advertising
Full page (360 x
268)
Colour
Monday – Wed
£45,612.00
36cm x 4 cols
Centre spread
Monday – Wed
£24,912.00
Price per 1 column
(3,5cm)
£50
Plus 25% for colour
Full Page, colour
London
34cm x 26.8cm
£28,798.00
Half a page, colour
London
£14,399.00
Per SCC
National
Colour
£214
Per SCC
London
Colour
£163
Full page
London
Colour
£38,827.00
First full page
Colour
£68,000.00
Colour print
Per SCC
£215
Price per column
(3,5cm)
£60
Plus 25% for colour
Full Page, colour
London
34cm x 26.8cm
£28,798.00
Half a page, colour
London
£14,399.00
19
Newspapers
The Guardian The Independent The Observer The Sun The Times
Readers from social
groups ABC1.
Research shows
that majority of the
readers are male.
Average daily
circulation of
283,063 copies.
Readers
environmentally
conscious.
Newspaper
involved in charity
work.
Readers from
ABC1C2 social
groups.
Published on
Sunday.
Affluent readers
from ABC1 groups.
The total daily
readership is
approximately
7,700,000, of which
56% are male and
44% female.
It reaches 2.9
million readers in
the ABC1
demographic and
5.0 million in the
C2DE demographic
Compact size
appeal to younger
readers and
commuters.
Readers from
ABC1, adults and
students in higher
education.
Cost of Advertising
Double page
spread
Colour
£34,000.00
Colour
Mon – Sat
Price per SCC
£70
Full Page
£10,000.00
Single Panel
(43mm x 46mm)
Inside back cover
£995
Per SCC
National, Colour
£214, Per SCC
London, Colour
£163 Per SCC
Full page,London
Colour, £38,827.00
Price per SCC
Colour
£70
20
Appendix 2
Press Release
This year‟s Al Fresco Show, staged at the National Exhibition Centre in Birmingham, will be
taking place from the 26-28th of March. The event covers the breadth of outdoor activities
and is the largest outdoor consumer show in the whole of Europe.
It is the place to go to find out about the latest developments when it comes to outdoor
activities, new product development and the best gear available as well as fantastic locations
which make the heart of every outdoor sport enthusiast skip a beat.
Apart from top-notch expert advice and educational and informative seminars on various
outdoor activities, sports hero and celebrated role model Phil Pack will hold inspirational
talks on willpower and his outstanding achievements as celebrated sports personality and
fundraiser. This will be followed by climbing workshops in cooperation with the Calvert Trust.
Places are limited and are given on a first come - first served basis on the Friday of the Al
Fresco Show.
Apart from lead figure Phil Packer, popular presenter and comedian Grif Rhys Jones,
entertaining TV presenter and adventurer Bruce Parry and admired nature-lover and wildlife
TV presenter Kate Humble will take on stage of the Al Fresco Show‟s world theatre to talk
about their experiences and achievements.
-Ends-
Phil Packer is very literally setting himself high targets: hauling himself up the famous
mountain El Capitan with a support team of some of the UK‟s best climbers – attendants‟ of
this year‟s Al Fresco Show will surely be inspired by his achievements.
21
Notes to Editors:
The Al Fresco Show was launched in March 2001 at the NEC in Birmingham and has been
running for 9 subsequent years. The event has experienced incredible growth with its best
year yet in 2009 with over 46,000 attendants visiting Europe‟s largest consumer outdoor
show. With Phil Packer and celebrity presenters Grif Rhys Jones, Bruce Parry and Kate
Humble the Al Fresco Show aims to appeal not only to outdoor enthusiasts, but also families
and generally everyone with an interest in sport and physical activity and well-being.
22
References
Books:
Bowdin et al. (2006) Events Management (2nd Edition) Oxford, Butterworth-Heinemann.
Burtenshaw, K. et al. (2006), The Fundamentals of Creative Advertising London: Thames&Hudson.
Elliott, R. and Percy, L. (2009) Strategic Advertising Management (3rd Edition) New York: Oxford University Press Inc.
Little, E., Marandi, E., (2003), Relationship Marketing Management London: Thomson Learning.
Smith, P.R. and Taylor, J. (2004) Marketing Communications: An Integrated Approach (4th Edition) London: Kogan Page.
Tench, R., Yeomans L. (2006) Exploring Public Relations Essex: Pearson Education Limited.
Online:
Bauer Media (2010), Magazine Advertising Rate Card (online) available at: http://www.bauermedia.co.uk/ratecard (last accessed 22nd April 2010)
Bruce Perry (2010) Interviews and Links (online) available at: http://www.bruceparry.com/Bruce_Parry/Bruce_Parry.html (last accessed 7th May 2010)
Byron Design (2010), Byron – Smarter Design (online) available at: http://www.byrondesign.co.uk/design-services.html (last accessed 5th May 2010)
Cards Made easy (unknown), Prices for Full Colour A4 Leaflets (online) available at: http://www.cardsmadeeasy.com/leaflet_designs.php?google=googlelf (last accessed 21st April 2010)
23
Calvert Trust Charity (2010), challenging disability through outdoor adventure (online) available at: http://www.calvert-trust.org.uk/ (last accessed 5th May 2010)
CBS Outdoor (2010), National Rate Card 2010 (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/rate_cards/Underground_rate_card.pdf (last accessed 21st April 2010)
CBS Outdoor (2010), Pack Portfolio Bus (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/packs/CBS%20Outdoor%20Bus%20Superside%20Packs.pdf (last accessed 21st April 2010)
CBS Outdoor (2010), Pack Portfolio London Underground (online) available at: http://www.cbsoutdoor.co.uk/Global/UK/documents/packs/CBS%20Outdoor%2048%20Sheet%20Packs.pdf (last accessed 21st April 2010)
Daily Mail (2010), Advertising Cost (online) available at: http://www.dailymailconnected.co.uk/uploads/files/Daily-Mail-Ratecard.pdf (last accessed 21st April 2010)
Girl Guiding UK (2010), Girls in the Lead (online) available at: http://www.girlguiding.org.uk/home.aspx (last accessed 7th May 2010)
Griff Rhys Jones (2010), Biography (online) available at: http://www.griff-rhysjones.co.uk/biography.htm (last accessed 7th May 2010)
Hiker‟s Journal (2010), A social network for outdoor enthusiasts (online) available at: http://www.hikersjournal.org/ (last accessed 2nd May 2010)
Kate Humble (2010), The Forum (online) available at: http://katehumble.com/ (last accessed 7th May 2010)
Marketing Minefield (2007), The Cost of Radio Advertising (online) available at: http://www.marketingminefield.co.uk/traditional-marketing/radio-advertising/costs.html (last accessed 21st April 2010)
Media UK (2010), Buying Radio Advertising (online) available at: http://www.mediauk.com/article/7/buying-radio-advertising (last accessed 21st April 2010)
24
Media UK (2010), Magazine Directory (online) available at: http://www.mediauk.com/magazines (last accessed 21st April 2010)
Madia UK (2010), Newpaper Directory (online) available at: http://www.mediauk.com/newspapers (last accessed 21st April 2010)
Media UK (2010), The most popular radio stations in the UK (online) available at: http://www.mediauk.com/article/32695/the-most-popular-radio-stations-in-the-uk (last accessed 21st April 2010)
Metro (2010), Advertising Cost Ratecard (online) available at:
http://www.metro-advertising.co.uk/newads.html (last accessed 21st April 2010)
The NEC Birmingham (2010), Planning a Visit (online) available at:
http://www.thenec.co.uk/planningavisit (last accessed 11th May 2010)
The NEC Group Birmingham (2010), About us (online) available at:
http://www.necgroup.co.uk/aboutus/insidethegroup/whoswho (last accessed 11th May 2010)
New International (unknown), Audience Insight (online) available at: http://www.nicommercial.com/timesmedia/audience-insight (last accessed 21st April 2010)
NMA (2010), Facts and Figures (online) available at: http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=13, (last accessed 21st April 2010)
Office for National Statistics (2005), Households (online) available at: http://www.statistics.gov.uk/cci/nugget.asp?id=1162 (last accessed 15th April 2010)
Office for National Statistics (2009), Internet Access (online) available at: http://www.statistics.gov.uk/cci/nugget.asp?ID=8 (last accessed 25th February 2010)
Phil Packer (2010), Welcome to Phil Packer (online) available at: http://www.philpacker.com/home.htm (last accessed 2nd May 2010)
25
Ramblers Association (2010), At the heart of walking (online) available at: http://www.ramblers.org.uk/aboutus/our-work (last accessed 7th May 2010)
Bibliography
Brassington, F. & Pettit, S. (2006) Principles of Marketing (4th Edition), Essex: Pearson Education Limited.
Foster, J.(2005) Effective Writing Skills for Public Relations (3rd Edition) London: Kogan Page Limited.
Solomon, M. et al. (2006) Consumer Behaviour – a European Perspective (3rd Edition) Essex: Pearson Education Limited.