Ad is an indispensable selling tool that most companies employ because it creates consumer consciousness of the firm’s product/service offering thereby bring forthing demand and increasing gross revenues which finally lead to gain. Effective advertisement must be tailored to vibrate with the mark market section ( of the brand/product/service being offered ) . The message communicated to the consumer ( about the merchandise ) must hence be catchy. exciting. simple and easy to understand ( Exforsys Inc. . 2009 ) . Our company. Loves ads. understands and applies these basic rules of advertisement excellence. That is why we are counted among the world’s foremost advertisement companies. This study proposes the activation of a 6-month advertisement run for Strongbow Cider in the UK. The run is aimed at winning over a newer. younger demographic of alcoholic drink consumers and finally increasing market portion for our client. Strongbow. The study inside informations how we will achieve this nonsubjective via our Strongbow ‘real man’ run.
Loves ads is a globally celebrated advertisement bureau which was established in 1998. We are headquartered in London. UK and presently operate in 50 states around the universe. In the old twelvemonth 2011. Loves ads generated gross of up to 1. 1 billion GBP taking to a net income of 110 million GBP. Loves ads’ major proficiencies are:
* Strategic Brand Management
* Marketing Communications Research
* Media Buying
* Strategic Ad & A ; Promotional runs
* Brand Repositioning Campaigns
Through these proficiencies we have systematically delivered the following results for our clients:
* Improving trade name awareness/recognition
* Hiking sales/Market Penetration
* Effective Targeting
* Creating memorable. originative and effectual ads
Although we work with a diverse array of concerns in different sectors. we specialize largely in FMCG’s and have delivered first-class consequences for many of our FMCG clients. in several instances transcending our projected ROI for our ad run. Our major clients include: Gillette. Canon. L’Oreal. Kellogg’s. Diageo ( Guinness ) . Pepsico. Red Bull. Absolut Vodka etc. Most noteworthy among our recent successes. is our ‘Red Bull gives you wings to fly’ run for Red Bull. which culminated in our ‘One giant spring for mankind’ sub-campaign. chronicling the escapades of trade name embassador ; Felix Baumgartner as he defied all odds and became the first adult male to interrupt the sound-barrier with his 24-mile infinite leap. Our timely association of the trade name with the sky-diver’s feats demonstrates our bent for timely invention.
Our ethos remains ‘Love for creativeness and excellence in advertising’ . and that’s why we systematically produce the most profitable ads for our clients. II. Client brief
Strongbow cyder is a low intoxicant drink produced utilizing a traditional English formula. It comprises an ad-mixture of bitter-sweet cyder. apple dressed ores and sugar. At least. 50 assortments of culinary apples grown in England and France are used in the production procedure ( GAB. 2012 ) . The Strongbow bottle is strikingly similar in visual aspect to a beer bottle. The drink is available in the UK on draft ( with 4. 5 % intoxicant content ) and besides in tins and bottles ( with 5 % intoxicant content ) ( Bargain Booze. 2012 ) . Each Strongbow bottle or can have the signature colors. black and gold with white lettering plus the trade name logo ; a male figure in alleviation stretching a bow in order to establish an pointer.
The trade name name and logo of Strongbow are based on “Richard Strongbow de’ Clare” . A Norman knight who was nicknamed ‘Strongbow’ for his sleight with the bow and pointer. The logo depicts his ‘bow-stance’ before hiting the pointer and emphasizes strength and maleness. values that are associated with the trade name ( Strongbow Gold. 2012 ) . The UK cyder market is turning progressively competitory due to enlargement of the market size and the continual debut of newer trade names. Somersby by Carlsberg is the latest entrant. holding been launched officially into the UK market in early October ( Marketing Week. 2012 ) . Within the past three old ages entirely. appraisals by market spectators indicate that the cyder market has increased by 3 % in gross revenues volume and 5 % in gross revenues value. Research shows that cyders and other low-alcohol drinks presently constitute 38. 3 % of the intoxicant market. The last eight old ages has seen the market for cider become stronger as initial perceptual experiences of cyder as a drink for females ( due to their low intoxicant and sweet gustatory sensation ) are declining. This pronounced consumer attitude alteration is chiefly attributable to Strongbow’s selling communications which remained focused on work forces while other cyders chiefly targeted adult females. This attack has paid dividends as Strongbow. remains the market leader with 21. 8 % of market portion. in front of its closest rivals: Magners Cider with 8. 8 % and Stella Artois with 6. 4 % .
Strongbow’s place as market leader is nevertheless under menace as the combined consequence of increasing incursion from direct rivals ( Cider trade names: Magners. Stella Artois. Somersby by Carlsberg etc. ) and indirect rivals ( Non-cider. low alcoholic drinks such as Smirnoff. Barcadi. Budweiser. Lager etc. ) continues to prise away important pieces of their market portion. It is estimated that between 2009 and 2011. Strongbow lost 2. 5 % of market portion. therefore dropping its portion from 24. 3 % to its current value of 21. 8 % . Strongbow’s continued laterality of the cyder market in the UK is due to its twine of successful advertising/promotional runs which have excelled in positioning Strong-bow cyder as the hard-working man’s drink. By making this. they erased the consumer psychological stereotype which suggests that cyder is a woman’s drink and gave work forces permission to indulge themselves in Strongbow cyder ( Marketing Research World. 2012 ) .
In 2009-2010. Strongbow worked with St Luke’s Communication Ltd to turn over out a series of ads which clearly depicted the brand’s nucleus mark group ; skilled. hands-on workers of age 30years and supra. taking Strongbow as the ultimate wages for difficult work. In ‘Final Push’ one of the successful loops of the run and a parody of the film ‘300’ . the workers. to the full outfitted in work regalia with their work tools in manus. gather to listen to a address from their leader before bear downing Forth with a boom. tools aloft as though into conflict. Subsequently. In a parody of this spoof the scene is replayed except this clip a figure of bankers who smuggle themselves into the ‘Strongbow army’ are smoked out and told to ‘Sod off’ an indicant that higher categories of workers aren’t portion of their mark market ( Visit4ads. 2012 ) . Problem Designation
Strongbow’s advertisement has been unusually successful in aiming working category work forces within the C2. D scope of ages 35-60years. lending mostly to their position as market leader. Despite this. Strongbow’s portion of the market keeps contracting as more viing cider trade names are infiltrating the same market with a important grade of success. From a dominant market portion of 52 % in May. 2009. Strongbow’s portion whittled down to 24. 3 % in 2010 and so 21. 8 % in September 2011. This has led to an attendant bead in gross revenues volumes and year-on-year net incomes. Although. the trade name is still profitable. there is the demand to take preemptive action before ascendent cyders like Magners and Stella overtake Strongbow in footings of market portion and profitableness. Opportunites
Although competition within the cyder market is ferocious. the market keeps turning at the disbursal of other UK alcoholic drinks. As stated earlier. within the past 3years. the market has grown by 3 % in gross revenues volume and 5 % in gross revenues value. This means that more people are exchanging from alcoholic drinks such as Lager and Beer to cyders. Inherently. this presents Strongbow with an chance to look for poles ( or other sections ) of expansion/growth within the burgeoning market in order to shore up its position as market leader and get more market portion. The key to this is for the trade name to spread out its mark consumer to cover younger work forces every bit good as those of a higher societal category who were antecedently alienated by Strongbow ads. The trade name has to be subtly redefined to link with a younger and more socially up-scale consumer section while keeping its already loyal consumer section.
Current Brand Wheel
STRONGBOW CIDER BRAND WHEEL
Attributes| Dry cyder. Low Alcohol drink. Traditional English formula. Simple bundle. Bitter-sweet cyder. Relatively low price| Benefits| Refreshing. De-stressing. Saves money. Easy to drink| Values| You feel relaxed. a sense of wages. experience like holding fun/It excites you. socialising. you feel in melody with reliable British tradition. | Personality| Down to earth. hard-working. out-going/Friendly. active. responsible/reliable. Honest. Has a good sense of humour| Essence| A wages for difficult work|
* Artisans. skilled workers e. g. pipe fitters. gas fitters. mechanics. coach drivers etc.
* 35-60yrs of age
* C2. D societal category
Alone Selling Point
Authentic British cyder
Current Positioning Statement
For the hard-working adult male who braves the elements and interrupt a perspiration mundane to do life easier for others. Strongbow is an reliable British cyder that wagess and refreshes you for your day-to-day labors. Unlike other alcoholic drinks Strongbow’s bitter-sweet apple gustatory sensation will give you a gustatory sensation of Eden that makes all the effort worth it.
III. CREATIVE STRATEGY
WHERE ARE WE GOING?
The current market tendency represents a challenge for Strongbow every bit good as an huge chance. The challenge is for Strongbow to consolidate its place among the older. “working man’s” market ( C2. D. 35-60yrs ) while at the same time traveling into a new. younger and besides more socially upscale market section ( C1. C2. D. 21-34years ) . These aims require a elusive repositioning of the Strongbow trade name to appeal to the new mark section thereby including them in the Strongbow household while retaining the old mark section.
WHAT ARE WE GOING TO DO FOR THE BRAND?
To this terminal we propose a 6-month advertisement run aimed at shifting the Strongbow trade name such that we reinforce and maintain the trueness of Strongbow’s current group of consumers ( C2. D. 35-60yr old work forces ) while aiming. linking with and including a younger coevals of Strongbow drinkers ( 21-34years ) and besides traveling a notch higher on the societal ladder by capturing the C1 male consumer. Our run will revamp. rejuvenate and refresh Strongbow’s image. doing it appealing for big work forces of all ages.
WHAT WILL WE CHANGE?
Strongbow’s earlier advertisement has communicated the clear message that Strongbow is the reliable British drink of pick for the hard-working adult male. To humor. after a twenty-four hours of sweaty. physically tasking work. a on the job adult male. deserves a wages for his attempts and Strongbow cyder is the drink of pick. The adverts have been to a great extent skewed towards skilled workers and have utilised grownup work forces between the ages of 35 and supra as characters therefore vibrating good with the mark market section. In order to include a younger. upwards nomadic and socially higher consumer into the Strongbow household. Loves Ads proposes a run with a subject that the new and old mark sections will both link with ( the younger mark market being the primary focal point of the run ) .
The run will be dubbed the ‘Strongbow existent man’ run with an affectional focal point on the journey from boyhood to manhood and the built-in challenges of being a ‘real man’ . The adverts will portray Strongbow as a ‘coming of age’ ritual for work forces. It will besides pass on the thought that ‘everyday is a conflict and existent work forces are knights who conquer in conflict. ’ This run will vibrate with immature work forces such as pupils and those get downing independent life afresh because it will animate them and tie-in with their values and aspirations. It will besides experience older work forces with nostalgia. reminding them of their initial raid into independent life as a adult male and finally inspiring and transfusing a sense of pride in all work forces. More significantly. it will place Strongbow as the drink of pick for anyone who considers himself to be a existent adult male.
Aim: The overarching aim of this run is to increase Strongbow’s market portion and thereby set up an even more dominant place as market leader within the UK cyder market. Goals: To increase market portion by at least 10 % . reimbursing the 2. 5 % portion of market lost to our rivals between 2009 and 2011 ( where Strongbow dropped from 24. 3 % market portion to the current 21. 8 % ) and winning an excess 7. 5 % in order to derive over 30 % of the Cider market within a twelvemonth. Scheme: To turn over out an advertisement run that will appeal to a younger market section and win over a new consumer base while keeping the extant consumer base. Besides to subtly shift the Strongbow trade name by portraying it as a drink that defines what being a adult male is all about. It should take all work forces to comprehend Strongbow as the reliable British cyder that reinforces their individuality as a ‘real man’ and be seen as a necessary approach of age ritual/lifestyle pick for all ‘real men’ . Measures: The ‘real man’ run will be rolled out on a assortment of media targeted chiefly at our intended younger market section. This will include: * Television Stationss to increase trade name consciousness by 40 %
* OOH –Billboards. on coachs and tubings to increase trade name consciousness by a farther 10 % * Social Media- 94. 000 likes on Face book. 300 retweets on Twitter to be achieved through stimulation and other publicity tools.
STRONGBOW CIDER REPOSITIONED BRAND WHEEL
Attributes| Dry cyder. Low Alcohol drink. Traditional English formula. Simple bundle. Bitter-sweet cyder. Relatively low price| Benefits| Refreshing. De-stressing. Saves money| Values| You feel renewed. You feel like a ‘real’ man/affirm manfulness. a sense of tradition/authentic. a sense of wages for attempt. you feel like socializing. You feel relaxed. | Personality| Ambitious. visionary. resilient. driven and dedicated. down to earth. hard-working and efficient. active. responsible/reliable charming| Essence| Authentic man’s cider|
* Students. alumnuss. immature working category. immature work forces get downing out in life. low to mid-level executives * Ages 21-34
* C1. C2. D Category
Real British Cider for existent work forces.
New Positioning Statement
For the existent adult male who takes a bold measure everyday and overcomes life’s day-to-day hurdlings in order to make closer to dreams and aspirations. Strongbow is an reliable British cyder that celebrates the adult male in you. Unlike other alcoholic drinks. Strongbow’s climbing nightshade apple gustatory sensation gives you a gustatory sensation of Eden that makes all the attempt worth it and spurs you on to greater highs.
IV. Creative Brief
*Please refer to appendix for originative brief.
The originative solution outlined below provides a nexus between the identified problems/opportunities of Strongbow and the strategic aims of the proposed ‘real man’ run. It provides a originative blue-print for the communicating of the new across-the-board placement of the cyder. The ‘real man’ run will take the signifier of a Television ad that will farther be translated into likewise themed ads for Press and OOH. All the ads will run the tag-line ‘Authenticity Required’ to bespeak the amalgamation of two reliable objects: ‘the existent adult male and the existent British cyder. ’ The ads will besides do reference of the merchandise USP: ‘Real British cyder for Real men’ .
This will further clear up and buttress the thought being communicated by the run. In the same vena. the Television ad will use James Brown’s celebrated vocal. ‘This is a man’s world’ as a soundtrack to congratulate the message. Aside the congruity of the vocal and the ad’s message. the well-loved vocal is besides expected to help in catching viewer attending and triping callback of the ad every bit good as a positive association between the Strongbow trade name and the vocal. The ads will picture imbibing of Strongbow cyder as a coming of age ritual for work forces while at the same time conveying the message that ‘everyday is a conflict and existent work forces are knights who conquer in conflict and after their day-to-day triumphs on the battlefields of life. they celebrate with Strongbow cider’ .
This is a sum-up of the originative executing of the Strongbow ‘Real man’ run. It is further illustrated by a storyboard below. Television Ad: At the oncoming of the ad. a young-man in his mid to late mid-twentiess is seen kiping on a bed in his sleeping room. Merely his profile is shown. his face remains concealed. The dismay clock at the caput of his bed rings and a signage on the Television screen indicates that the clip is 6am. The immature adult male turns unit of ammunition and reaches out to set off his dismay clock. On waking up. he is momently transfixed by a figure of framed images beside his dismay clock. He looks at the images –which chronicle his journey from boyhood to manhood- in bend. The first image shows him as a creep babe. The following depicts him as a pre-teenager sitting beside his football. We so see him as a adolescent graduating from high-school so as a immature grownup in a image with his girl-friend. The scene pans frontward to demo the immature adult male. in an official-looking suite. his dorsum to the camera gazing at his sheepskin on the wall with a sense of pride.
He turns unit of ammunition so ( at this point viewing audiences will recognize that he’s the same immature adult male in the images. albeit now grown into a adult male ) to confront the camera. straightens his tie and picks up his briefcase ( at this point. James Brown intones: ‘This is a man’s world’ and the soundtrack begins playing in the background ) . Before stepping out the door though. he grabs a aureate bow from behind the door. In the following scene. we see the immature adult male walking to work with his bow proudly slung over his right shoulder. As he walks to a coach halt. several work forces of different professions ( depicted by their garbs ) and different age groups are besides seen traveling to work while keeping their aureate bows proudly. They wink and smile wittingly as they by-pass each other. The voice-over roars: ‘Real British Cider for Real Men’ . The scene so cuts to a pub scene with a signage on the screen demoing that it’s 6pm. Work force cradling their aureate bows are seen holding merriment and imbibing Strongbow cyder. The camera zooms to a close up of the immature adult male and a friend of his as they clink their spectacless together ( Their bows proudly displayed on the tabular array between them ) . This scene cuts to demo the ‘mandatory’ thudding pointers beside a glass of Strongbow as the voice over announces: ‘Strongbow. Authenticity Required’ . The ad concludes with a close-up of the Strongbow logo.
The imperativeness and OOH loops of the ‘real man’ will demo a young-man attired on one-half as a corporate executive or post-grad pupil and on the other half as a knight. The OOH will repeat the Strongbow tag-line and USP boldly while the imperativeness version will travel into more written item. further conveying the thought that ‘everyday is a conflict and existent work forces are knights’ .
Three types of media will be used:
* Television because it makes really large impact on the consumer.
* Press because it allows us to aim a precise audience. * Out-of-House ( OOH ) because it encourages frequence as the client comes across the same message many times a twenty-four hours ( O’Brien. V. . 2012 ) . The ‘real man’ advertisement run for Strongbow will last for three and a half months. from September 23. 2013 till January 6. 2014. In make up one’s minding which Television channels or newspapers to take. the chief consideration is the human ecology of the media’s audience. Consequently. we selected Television channels and documents whose audience is indistinguishable to our primary mark section.
The research showed that the two channels which are watched chiefly by Strongbow’s mark audience are Channel 4 and Channel 5. Both of them are watched chiefly by immature male grownups in their mid-twentiess and early mid-thirtiess coming from lower societal categories. Viewership of the Channel 4 in October 2012
Month| 16-24| 25-34| 35-44| 45-54| 55-64| 65+| AB| C1| C2| D| Oct 2012| 10| 26| 16| 16| 18| 15| 18| 28| 22| 32| Table 1
Beginning: BARB Audience Profile ( % ) – Adults. Sunday –Monday
Viewership of the Channel 5 in October 2012
Month| 16-24| 25-34| 35-44| 45-54| 55-64| 65+| AB| C1| C2| D| Oct 2012| 6| 17| 11| 13| 18| 19| 13| 23| 22| 41| Table 2
Beginning: BARB Audience Profile ( % ) – Adults. Sunday –Monday
Since Strongbow is an alcoholic drink. the adverts will be shown merely from 9 PM boulder clay 11 PM. Monday to Saturday. The advertisement Television run will get down with a explosion. This period of intense advertisement will last for 3 hebdomads. from September 23 boulder clay October 13. 2013. During the burst period three adverts will be shown mundane for six yearss a hebdomad therefore 18 adverts per hebdomad. Each Television advert lasts for 30 seconds therefore there will be 540 seconds of advertisement every hebdomad ( 30 sec/advert ? 18 adverts/week ) . Burst will go through on to continuity which will last for six hebdomads. from October 14 boulder clay November 24. 2013. Here. there will be merely one advert per twenty-four hours. accordingly. there will be six adverts per hebdomad. Therefore. during continuity period there will be merely 180 seconds of advertisement every hebdomad ( 30 sec/advert ? 6 adverts/week ) . The last phase of the advertisement run will use pulsation. It will last for three hebdomads. from November 25. 2013 – January 6. 2014. There will be two regimens of advertisement which will jump. In one hebdomad there will be 540 seconds of advertisement. similar to the initial explosion. In the following hebdomad. there will be 180 seconds of advertisement. similar to the continuity period. Overall. there will be three hebdomads of intensive advertisement and three hebdomads of comparatively low advertisement.
Out of Home Advertising ( OOH )
The OOH advertisement run will use coachs nation-wide and London resistance. The coach advertisement will be implemented on super-siders since that is the most recognizable format. The belowground adverts will be made in corridors. on stepss. lifts and escalator panels as these are the most conspicuous places to pull passengers’ attending. OOH advertisement will last for the 15 hebdomads of the whole run. Social Media
Strongbow pages will be created on the most popular societal webs. i. e. Facebook and Twitter. since societal media is already popular among the mark audience. 50 % of the UK Facebook users are aged 18-34 and 68 % of people of the same age usage Twitter. Furthermore. 49 % of Twitter users are work forces and 76 % of them belong to C1. C2 and D societal categories.
Evaulation is indispensable for an advertisement run ; it helps the bureau to happen out if the ad run is traveling to work. if it did work. and how to cognize. Pre-evaluation is utile because it gathers feedback from possible consumers early in the procedure. By making this. the bureau gets information from their mark market sing their feelings about the ad ; how they understand the ad. what they don’t understand. what should be changed. whether the message is clear etc. This direct feedback is highly of import because the feelings of the focal point group ( s ) is brooding of the likely response of the mark market. Focus groups help the bureau to foretell if an ad is traveling to be successful every bit good as save money in the long tally. In this curious instance. success ( for Strongbow and Loves ads ) would intend interrupting through to a younger mark market therefore spread outing the Strongbow mark section and increasing gross revenues. We will be utilizing this type of qualitative research for our Strongbow advertizements.
This is an appropriate pick because we are aiming a new market with an updated message about the Strongbow trade name. We will be using three focal point groups composed of 10 people each from the new market we will be aiming. In each focal point group we will pass on the message and construct of our adverts in the “Roughs” phase ( i. e. we will be running the focal point groups before the existent originative production is to the full completed ) . We will utilize the lone moderator method in which the one individual drives the treatment. promoting participants to portion reactions. ideas. feelings. degrees of understanding likes/dislikes and thoughts. After garnering this information from our focal point groups we will be able to come to a consensus about the advertisement’s potency.
This will assist us make up one’s mind whether to travel frontward to tweak the construct or abandon it wholly. Following the launch. we will utilize behaviour and attitude tracking proctors to guarantee that the run is vibrating with the mark audience. Our cardinal public presentation index ( KPI ) will be gross revenues increase. We will be utilizing a uninterrupted trailing device since this is a longer running run. Ad hoc behaviour and attitude tracking proctors will be used from the launch of the run until it is completed. We will besides utlize societal media platforms such as our Facebook and Twitter pages as a method of observation. These sites operate as unfastened forums for younger consumers to voice their sentiments. bring forth treatment and supply positive or negative feedback about the run.
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