Group members : Kelvin Khor (31659593) Clement Chan (31687481) Tracy Ong (31704842) Wai Yian Ching, Fiona(31689822) 1 Content Page 1.1 1.2 Introduction IMC Model 3 5 1.3 Stage one: advertising 1.3.1 1.3.2 1.3.3 1.3.4 Ambient Underground advertising Internet advertising Advertising through magazine 6 6 9 12 15 1.4 Stage two: conversations 1.4.1 1.4.2 1.4.3 1.4.4 Direct mail Store cards Vouchers Consumer trade shows 17 17 18 20 21 1.5 Stage three: experiential 1.5.1 1.5.2 Event sponsorship Editorial 22 22 23 1.6 1.7 Stage four: personal Financial Analysis 1.7.1 Budgeting 1.7.2 Breaking Even 1.7.3 Alternatives 24 24 24 26 27 28 29 1.8 1.9 Conclusion References 2 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. 3 Therefore. in good spirits or sad manner. Therefore a recommendation of an integrated marketing concept(IMC) with strong influence of creativity enchanted 4 . results in a stagnant business for Killiney. The various shop locations of killiney are located near other hawker centres and food stalls where customers can choose to go instead of Killiney. identity and sales. Killiney does not have sufficient store outlets to make itself available to customers. Lastly. 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 can win the hearts of the public using the same concept that will cause an increase in brand. Killiney’s shop locations play a big part in the issue of low influx of customers. service and/or advertisements to be stored in their head for a period of time. Also. This is because cafes like Starbucks and Coffee Bean are easily accessible and stores are designed well to attract customers. such issue that Killiney faces. Killiney’s marketing efforts are poor and insufficient. these cafes does harm to Killiney by drawing away potential customers and crowds. This will hinder Killiney’s expansion of ideas or marketing efforts because there will be insufficient funds. This is because Killiney’s current brand awareness is not sufficient for customers to want to visit Killiney for a meal or tea. this is a problem for Killiney. Killiney’s brand awareness can use a little boost. sex. These memories were made because it exhilarates the consumer emotions through a sense of humor. Although these cafes don’t necessarily offer the same products on the menu as Killiney. In addition. product.Killiney also faces indirect competitors such as Starbucks and Coffee Bean. This will pose as a threat to killiney because these hawker centres and food stalls are Killiney’s threats and competitors. In conclusion. image. Killiney’s amount of store outlets is not comparable. Everyone has something that they are fond off resulting the brand. Compared to its competitors such as ToastBox. 2 IMC Model Fig 1: Proposed IMC Model IMC is a strategic business process used to plan.with humor will revamp Killiney. prospects employees and other relevant external and 5 . 1. execute and evaluate coordinated. customers. develop. measurable. increase their profits and create a buzz from the public. persuasive brand communication programs with consumers. As most Singaporeans are carrying smartphones with installable apps such as a QR reader app. one upcoming trend of advertising is through the use of Quick Respond codes (QR codes).3 IMC stage one Stage one of the Integrated Marketing communication consists of Advertising. Examples of such advertisements include sides of egg cartons.3. IMC plays a major role in the process of developing and sustaining equity and brand identity.1 Ambient Ambient advertising refers to any kind of eye-catching advertisements in unusual public areas. For example.internal audiences. huge image on sides of buildings or even on hot air balloons. utilize different marketing tools to execute their objectives at every level. According to Webster. magazines and the list will go on. Killiney could take advantage of this technology to carry out promotions and publicity of Killiney. Hence. 1997) Such advertising techniques work by providing an element of surprise to the lives of the hectic spontaneous consumers by advertising in uncommon areas. a large number of commuters might pick up the eye catching piece of advertisement and the attention is gathered. In local context. However. hanging straps in train carriages. To capture the attention of onlookers. ambient. daily commuters taking the train might be surprised to see advertisements on the hanging straps. The figure above will show how IMC at different stages. 1.term brand value. the sliding 6 . Killiney could carry implement QR codes on window panels of trains or hanging straps to attract commuters. underground. 1. The goal of IMC is to generate financial returns and build long. (Quinion. out of curiosity.” Different forms of advertising includes poster. “Advertising is the action of calling something to the attention of the public especially by paid announcements. this report will only focus on specific form of advertising which are relevant and feasible in the context of Killiney. press. Killiney’s promotional message would be shown. 7 . this might increase the possibility of commuters stopping at specific train stations to go to Killiney. 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 strategy is definitely an eye catching move that will capture the attention of many puzzled and curious onlookers. 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. 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. One way to enhance the effect of ambient advertising is to advertise through such manholes that are commonly found in Singapore. A last approach is to add a touch of creativity to ambient advertising. 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. As a result. Other than increasing brand awareness.train doors could turn into a bread toast and the phamplets on the hanging straps could be shaped like bread toasts. As the manholes in Singapore are square. Once an attracted commuter scans the QR code with his smartphone. Currently. 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. In addition. Killiney could target selected manholes with high human traffic such as the central business district in Singapore or along pavements near popular shoping centres. there are many manholes in the pavements of Singapore. 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. drain acts as a toaster. 8 .This startegy would thus capture the attention of the working excutives and shopers. Fig 3: Ambient Advertising. Fig 2: Drainage which looks like a cup of Killiney’s hot tea. The following pictures depict some of the proposed plans by the team for Killiney’s ambient advertising campaign. promoting brand awareness as well as creating a dicussion topic on the interesting advertising technique they had seen earlier. it also offers a form of consumer engagement. Hence.1. This strategy could work in conjunction with ambient advertising through the use of QR codes on hanging straps. 2012). they would normally place a caution sign. in the platform of local train stations. this combination of ambient and underground advertising might increase the sales of Killiney. depicting wet floor. This waiting time is also sufficient for commuters to read. there are usually displays which show the waiting time for the arrival of the next train. 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. Such advertising strategies not only allow companies to target every segment who takes the train. consider and develop an attitude towards the advertisements. For example. In addition.2 Underground advertising Underground advertising refers to advertising strategies placed within the underground train stations. 79% of commuters had been somewhere. According to CBS Outdoor. purchased something or looked something up due to underground advertising on the tube (CBS Underground. 9 .3. After seeing the advertisements on displays in the platform. local advertisers would have plenty of time to capture the attention of daily commuters. Killiney could build on the success of underground advertising in the London Tube and incorporate it into the local culture. 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. Another strategy would be to use a little creativity to enhance the effect of underground advertising in Singapore. 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. Killiney could tap onto such displays and come out with a series of advertisement featuring Killiney. In local context. its locations and its products and offerings. For example when cleaners in Singapore mop the floor. Fig 4: sign used as a pun to create humor and awareness. there would be a signage cautioning kaya butter wet floor. 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. 10 . This would serve not only as a way to capture commuter’s attention but also as a talking point for many people. 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. portraying Killiney’s products. Another plan would be to include advertising stickers on the train floors to depict spilled coffee and tea. In this section. However. the section near to the escalator which does not blocks the flow of the crow would be used for advertising by Killiney. Hence. in this case. the floor would not be wet from water but kaya and butter instead.In the context of MRT stations. 11 .Fig 5 Underground Advertising. coffee/tea stains to cause brand awareness. As an increasing number of people are connecting to the internet on the go. Hence. One example of such creativity is to show a black screen with only sounds and no visuals. Killiney can use a creative form of advertising in such gaming apps. This is a sector that Killiney could tap into as advertising through this sector could mean that almost half of population could be influenced. the popularity of the app would increase exponentially through word of mouth. As reported in Channel Newsasia on 12 March 2012. advertising and creating a Killiney fan page in Facebook would allow Facebook users to be informed of the latest promotions and updates from Killiney.3. it is now easier for consumers to browse the web and marketers should take advantage of this growing trend to target consumers. 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. Nowadays. Facebook had seen off other social networking sites such as Hi 5 and Friendster. one of the favourite ways to kill time is to check their Facebook status. 2012).3 Internet advertising Internet advertising refers to publicity and advertisements targeted to consumers through the use of the internet. experts estimated that the number of Asians who can access the internet through their computers. Another form of internet advertising is through current hot gaming apps such as “Scramble with Friends” and “Draw Something”. In recent years. This sound can be 12 . smartphones or tablets is around 40-50% (Hew. If a gaming app is fun.1. tablets and smartphones. Such gaming apps are popular among smartphone users and can be downloaded from the App store and Google Play. In order to have a connection with such a fun game. Internet advertising is a growing sector as an increasing number of consumers own internet browsing devices such as computers. Hence. One form of internet advertising that Killiney could target is through social networking sites such as Facebook. After a certain numbers of time that the sound had been advertised. if Killiney Kopitiam were to advertise in such gaming apps. 13 .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. However. 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. they would be reminded of Killiney and might be influenced to purchase Killiney. Gamers will be left to ponder what exactly this mysterious sound is. the next time consumers hear the sound of a stiring spoon or an egg cracking. This advertising sound will be played after each intervals or levels of the game. the main pull factor will be that there will not be any answers given as what the sound actually is. the number of consumers exposed to this form of classical conditioning would increase exponentially as well. As a result. In addition. the answer will then be revealed to show the brand of Killiney. The following pictures are some proposed plans for internet advertising. 14 . Killiney pop up ads on social platforms to allow information to be spread. Fig 6: Hot gaming apps is a good advertising tool to increase publicity Fig 7: Internet Advertising. readers of such magazines would be constantly exposed to the brand of Killiney and achieve better brand recognition. the brand of Killiney would be displayed. to add creativity to advertising. there is a high probability that this group of consumers would be enticed to accept the bait. Killiney could target the food section of such magazines and redesign the textbox in these pages to look like the breadtoast of Killiney. 15 . In addition. If killiney were to offer promotions on its products. At the bottom of each textbox. if Killiney advertises in such magazines. a wide range of consumers would be targeted. In Singapore. there is a range of different types of magazine for different segments of consumers.4 Advertisement through magazine In Singapore. Consumers reading such magazines range from teenagers to elderly. Teenage magazine for teenagers and 8 Days and i-weekly as a general lifestyle magazine for the general audience etc. and shopping. This is a chance for Killiney Kopitiam to promote its products and increase its branding at the same time.1. Hence. One range of magazine that Killiney could target is lifestyle magazines such as 8 Days and i-weekly magazines.3. Despite the availability of a wide range of magazines. advertisements by the bread toast industry in Singapore had rarely featured in such magazines. There are Times magazine for business affluent consumers. As such. a large number of middle aged aunties who are easily enticed by promotions often read such magazines as they contain guides on food. The following pictures are the proposed plans for advertising through magazines. Fig 8: Textbox in magazines which depicts the bread toast of Killiney Fig 9: Advertisements in magazines such as 8 days and I weekly 16 . On the other hand. This marketing strategy focuses on visual. it is equally important to not only secure the loyal consumers but also the younger generation. This creates value to customer as it makes them feel important and special. messages. free throw-ins and add-ins with lower price will attract first timers and switchers.4. direct or indirect conversations are formed between people. It is easily reached at large but with disadvantages. straight into the hands of consumers for them to decode. Direct mails are commonly ignored by many and disposed away people the moment they take it out from their mail box. a mail will be sent out. information and knowledge are exchanged one sided and/or two sided.1. snail mails etc. 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. 17 . In marketing concept. further value is added to loyal customers. such flaws could be reduced. Promotions such as one for one. the classical conditioning concept through the smell of tea leaves will be associated with Killiney in the minds of consumers. with some plans. flyers. All paper material produced for marketing by Kiliney. Examples of conversations include Direct mail.1 Direct Mail Direct mails include newsletters. Instead of normal flyers.4 Stage 2: Conversations In this stage. 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. By selecting the group of consumer to be mailed. Killiney is a vintage signature. For example on birthdays or anniversary. and Consumer Trade Shows etc. Vouchers. When creativity is applied. a buzz to attract attention in visual and/or verbal with pull and/or push tactic. It is to create awareness. Store Cards. emails. Through different ways. 1. For example. butter and tea leaves etc. Killiney’s cards could be in shapes of toast bread. a discount or free item will be given. Killiney could use store cards not only to benefit loyal customers but also lure first timers and switchers to their brand. which is the most influential and powerful source of marketing. a spoon. stamping collecting card on each visit with a certain amount spent earns a stamp and with a certain number of stamps. 18 . There are also companies using combined store cards tactics to double the value delivery to the consumer.2 Store Cards There are many different varieties of store cards with different ways of delivering value to consumers. This marketing strategy uses the pull theory by attracting and luring people with the benefits they are offering on long term basis. This creates awareness through word-of-mouth. a form of informal marketing. Another common store card commonly used by patrol stations is the point collection system for exchange of items with number of points accumulated. Benefits of store cards allow the company to have a record of their customer’s data base.4.1. signing up for memberships and getting a store card with 10% discount on every trip. Instead of the usual store cards that are commonly used by marketers. Fig 10: Unique Killiney promotional cards Fig 11: Bread shaped thank you card by Killiney 19 .The following pictures are some proposed VIP and Thanksgiving cards for Killiney. Promotions would vary depending on the shape and picture on the voucher. 20 . Through this way. if the voucher is in a shape and picture of toasted bread. Drinks vouchers will be valid to free drinks. consumers would be able to enjoy a cup of hot tea with bread toast whenever they are in the banks or hotels etc.1. For example. companies could co-operate with shopping malls.4. The following picture shows the proposed design of discount voucher to be given to consumers. it can only be used for purchase of toast bread. Fig 12: Beautiful designed discount vouchers encourage voucher retention. Different shapes. to combine promotions. Vouchers can be distributed directly or indirectly.3 Vouchers Voucher is similar to store cards except it is a one-time trip basis. sizes and designs could be created. banks. Direct distribution through daily customers or be mail sent out to the customers. For Indirect distribution. hotels etc. It can only be used once and the main purpose is to create awareness. Killiney can use this as a stepping stone to be globally known. will be an added advantage. one of the biggest events held in Singapore. a vintage signature brand. Fig 13: Promoting Killiney through food fairs. The following picture shows the proposed plan of promoting Killiney through food fairs.1. Another form of consumer trade shows includes food fairs such as Food&HotelAsia (FHA). The emotions and expressions portrayed through stars on television often influence the viewer’s point of view and the message decoding system.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. using products to lure and attract consumers. This is a push strategy. This event attracts people from all over the world. 21 . creating brand awareness and positioning of companies. 22 . The following picture shows the proposed plan of promoting Killiney through events such as family day held by organisations.1 Event Sponsorship To increase the brand awareness of Killiney. For example.1. This move can also build up relationship with the stakeholders. it can organise some event sponsorship so that its brand image can be promoted through positive association such as family bonding.5. It consists of (Shaz. Killiney as a sponsor. 1.5 Stage 3 In stage 3 is the experiential stage whereby it is designed to encourage participation and involvement with the brand. The success of the events can be measured through its effectiveness by looking at the sales. Fig 14: Family day. 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.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. By combining the product promotion by a credible source. creative campaign and messaging to reach the audience. Therefore. Editorial marketing requires ongoing partnerships with variety of media to introduce the product or services. the better. Campaign goal. relationship management. The more measurable. the following pointers may be included (Rick.1. event attendance.2009): 1. sales conversion). Alignment of goals with the marketing strategy. Identification of the business opportunity or challenge the campaign addresses. it increases the likelihood of acceptance. 2. The more specific. in order to achieve success.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. 4. Killiney need to have a compelling story about the product or services and engage consumers to build loyalty. The goal may be a huge profile in a major association publication. It fits into the world of social media where it pushes consumers to engage in a dialogue about the product or services benefits. 3. followed by peer engagement. Implementation of proper editorial engagement and consumer response tactics 5. friend building. It might be as simple as the number of event mentions in various area blogs or a coordinated deployment of message across other channels 23 .5. the more successful it will be (product awareness. Analysis and appropriate adjustment Success from editorial marketing can be determined in countless fashions. For a successful strategy. 000 $10. 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.1.000 24 .7 Financial analysis A financial analysis will be carried out to plan for the budgeting.000 $1. forecasting of sales.000 $3.000 $300 Bread toast and outdoor event $1440 Floor stickers $8550 Underground Store Cards Editorial Plasma tv $2. Killiney may use the functions of SMS or emails to reach out directly to notify their regular customers of various upcoming promotions and discounts. 1. to break even and to plan for alternatives.7. This refers to various strategies deployed by the company to get in touch with the consumers personally.6 Personal The last level of the IMC is the personal level. 1.000 .$5.1 Budgeting Stage 1: Advertising Stage 2: Conversations Stage 3: Experiential Stage 4: Personal Ambient Direct Mail Event Sponsorship SMS/ Mobile Train advertising $40. 2012). For example.250 Advertising through Magazine Consumer Trade Shows $10.170 In stage 1.000 $300 Total Expenses: $124. 25 .600 $11.000 $20.170 .000-$15. and magazines requires the approval and support of the various organisations such as SMRT or mediacorp. creating an event space at a MRT station would cost about $840 a week (SMRT.000 Event space $3030 Internet Advertising Vouchers $600 $11.270 $15. In stage 4 would be mainly sending of SMSes depending on the length of the message.000 Total Expense per Stage $97.$128.$13.000 for freelance part-time and $5. the advertising cost will be higher than other stages as advertising through trains. printing costs are high.000 depend on the experience in the industry. In stage 2. $1. the use of special scented paper materials and the customized shapes and sizes. outdoor events. In stage 3. more people might be enticed to check out what Killiney has to offer. people might talk about the interesting marketing concept that they saw on the streets earlier. For instance. As our advertising campaign is based on creative advertising. the increase in sales might be more prominent. Out of the 100 000 people. Instead of talking about the products and offers that Killiney are offering. the number of people that will be exposed to Killiney’s unique marketing concept would increase.7.1. the cost of advertising would be totally covered and profits would be gained. However.2 Breaking Even There might not be such a significant increase in sales in the first few days of the advertising campaign. With further discount vouchers with an expiry date given. for the subsequent few days of the campaign. 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. this will spark conversations people. This could also be a useful tool to spark lively conversations during those awkward silences. 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. 26 . 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. Through word of mouth. Stage 1: Advertising Stage 2: Conversations Stage 3: Experiential Stage 4: Personal Internet Advertising Store Cards Event Sponsorship SMS/ Mobile $500 $11. Following evaluations on the first month.000 $300 Vouchers $200 Total Expense per Stage Total Expenses: $22 250 $11 250 $700 $10.250 $10.000 $300 27 .7.1. adaptive changes such as reducing the marketing tools mention in this marketing plan will be made on the second month.3 Alternatives: what if costs and sales did not cover nor improve. A benchmark of one month would be used to evaluate the results. the costs of SMSes are low and would thus remain unchanged. In stage 3. only internet advertising will remain as mobile games and networking site normally increases popularity at an immense rate through word of mouth. Feedbacks through various ways such as surveys. 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. personal interviews or through social interactions should be encourage. In stage 4. we will be able to know how consumers feels after the ‘change’ and whether or not the organization has succeeded.8 Conclusion After constructing and launching IMC for Killiney. only through these feedbacks and Killiney financial statements. this will remain unchanged. In stage 2. store cards will still be useful and vouchers will be changed to limit consumers to free drinks.Several marketing tools will be remain while some tools will be changed to reduce the cost. as event sponsorship is not frequent participated. 1. In stage 1. 28 . coldcalling. sg/CMSFileserver/Documents/067/For%20Advertisers/ NRP/Radio. http://www.com/free-mcdonald-discount-voucher/ Hew.com/stories/singaporebusinessnews/view/1188552/ 1/.sg/ Mediacorp.html http://imcms2. 2011. “SPH raises advertising rates for The Straits Times and The Sunday Times on 1 September 2004” Sun Printers & Design.9 Resources Amy. “Price Range of Printing Products” 29 . 2012 “SMRT Media” http://www.mediacorp.otismaxwell.com/archives/2005/06/dead_marlons_stuff.co. http://www.mediacorp.com.smrt.cbsoutdoor. “FREE McDonald’s Discount Voucher” http://imdavidlee.uk/OurMedia/London-Underground/ Current Marketing Inc.channelnewsasia. 2011.2010. “Dead Marlon's Stuff” http://amysrobot. “ The right way for marketers to say ‘thank you’ ”http://www. 2009.123printing.1.com/insidecm/marketing/rethinking-editorial-marketing/ David Lee.html Hongjun.com/2011/04/mcdonalds-buy-one-get-one-free-fileto.asp SPH.worldwidewords. 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