Marketing Plan Killiney

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Group members :

Kelvin Khor (31659593)

Clement Chan (31687481)

Tracy Ong (31704842)

Wai Yian Ching, Fiona (31689822)

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Content Page

1.1 Introduction 3

1.2 IMC Model 5

1.3 Stage one: advertising 6

1.3.1 Ambient 6

1.3.2 Underground advertising 9

1.3.3 Internet advertising 12

1.3.4 Advertising through magazine 15

1.4 Stage two: conversations 17

1.4.1 Direct mail 17

1.4.2 Store cards 18

1.4.3 Vouchers 20

1.4.4 Consumer trade shows 21

1.5 Stage three: experiential 22

1.5.1 Event sponsorship 22

1.5.2 Editorial 23

1.6 Stage four: personal 24

1.7 Financial Analysis 24

1.7.1 Budgeting 24

1.7.2 Breaking Even 26

1.7.3 Alternatives 27

1.8 Conclusion 28

1.9 References 29

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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 today’s 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.

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Killiney also faces indirect competitors such as Starbucks and Coffee Bean.

Although these cafes don’t 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, Killiney’s 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 Killiney’s threats and competitors. Also, Killiney does not have sufficient store

outlets to make itself available to customers. Compared to its competitors such

as ToastBox, Killiney’s amount of store outlets is not comparable.

Lastly, Killiney’s brand awareness can use a little boost. This is because

Killiney’s 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. Killiney’s 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 Killiney’s 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

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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

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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

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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, Killiney’s promotional message would be shown.

Electronic Discount coupons such as 1 for 1 set meal could be stored in the

commuter’s 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.

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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

Killiney’s ambient advertising campaign.

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

Fig 2: Drainage which looks like a

cup of Killiney’s hot tea.

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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.

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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 killiney’s 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 Killiney’s products.

This would serve not only as a way to capture commuter’s 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.

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

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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

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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.

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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.

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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.

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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

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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.

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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 customer’s 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, Killiney’s

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.

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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

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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.

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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 viewer’s 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.

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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.

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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

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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

Train advertising $40,000

Bread toast and outdoor event

$1440

Floor stickers

$8550

Direct Mail

$3,000

Event Sponsorship

$10,000

SMS/ Mobile

$300

Underground

Plasma tv

Store Cards

$2,000

Editorial

$1,000 - $5,000

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$13,000

Event space

$3030

Internet Advertising

$11,250

Vouchers

$600

Advertising through Magazine

$20,000

Consumer Trade Shows

$10,000

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.

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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 Killiney’s

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

killiney’s 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.

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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

$11,250

Store Cards

$500

Event

Sponsorship

$10,000

SMS/ Mobile

$300

Vouchers

$200

Total Expense

per Stage

$11 250 $700 $10,000 $300

Total Expenses: $22 250

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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, cold-

calling, 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.

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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/Our-Media/London-Underground/

Current Marketing Inc. 2012. Rethinking Editorial Marketing. http://currentmarketing.com/insidecm/marketing/rethinking-editorial-marketing/

David Lee. 2009. “FREE McDonald’s 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-filet-o.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”

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