campaign pitch: media buying & planning

LJR Automotive

Full Campaign Pitch for New

Hybrid Vehicle

CMM23 Media Buying & Planning 27/2/2011

Presented by:

Lachlan Ross: ID – S2790712

Tutor: Charmienne Corcoran

Contents LJR Automotive .............................................................................................................................. 1

CMM23 Media Buying & Planning ............................................................................................... 1 27/2/2011 ................................................................................................................................ 1

LJR Hybrid Presentation/Pitch Brief .............................................................................................. 3 Background and Vision................................................................................................................... 3 Media Objectives ............................................................................................................................ 3

Target Audience .............................................................................................................................. 4 Target Audience Analysis and Media Habits ................................................................................. 4 Media Selection Rationale .............................................................................................................. 8

Facebook: .................................................................................................................................... 8

Twitter: ........................................................................................................................................ 9 YouTube: .................................................................................................................................... 9 Blog: ............................................................................................................................................ 9

Mobile Applications: .................................................................................................................. 9

Radio (3AW 693):..................................................................................................................... 10 Targeting: .............................................................................................................................. 11

Outdoor Advertising (Billboards) ............................................................................................. 11

Media Strategy .............................................................................................................................. 12 Primary media: .......................................................................................................................... 12

Secondary Media .................................................................................................................. 12 Radio: ........................................................................................................................................ 12

3AW Footy Season Schedule (24th

March to 1st October) .................................................... 13

Twitter: ...................................................................................................................................... 13 Blog: .......................................................................................................................................... 13

Mobile Application: .................................................................................................................. 14 Display boards .......................................................................................................................... 14

Competitive Analysis .................................................................................................................... 15 Marketing ...................................................................................................................................... 16

Pricing ....................................................................................................................................... 16

Distribution: .............................................................................................................................. 16 Promotional Incentives: ............................................................................................................ 16

Situation Analysis ......................................................................................................................... 17

Strengths: .................................................................................................................................. 17

Weaknesses: .............................................................................................................................. 17 Opportunities............................................................................................................................. 17 Threats: ..................................................................................................................................... 17

Budget ........................................................................................................................................... 18 Summary of Value and Investment for the 6 month Campaign ........................................... 18

Works Cited .................................................................................................................................. 19

LJR Hybrid Presentation/Pitch Brief

Background and Vision

LJR Corporation is planning on establishing a new business unit in the automobile industry.

LJR understands the need for vehicles; however consumers are at the mercy of other countries to

supply Australians with the amount of fuel Australians consume.

The last decade has witnessed rapid technological advancements in hybrid vehicles, thereby

improving their efficiency, and the volatile oil prices have also contributed towards a change of

mindset, with more and more motorists opting for the fuel efficient and eco-friendly hybrid car.

(Blackburn 2010)

LJR is building its campaign on the assumption that the consumer market is interested in high

tech, high performance, environmentally conscience, and fuel efficient cars. This will renew

LJR‟s vision and strategic focus: adding value to its target market segments, of young upper

income, and professionals, also known as the Y generation.

Media Objectives Introduce new car and create awareness within our target market (18-50) through

advertisement campaign over an initial three month period.

Use campaign to create interest and demand in the new hybrid, and inform targets of the

advanced technologies and benefits of the car among 80% of target market.

Establish and reinforce LJR‟s hybrid vehicle position as the brand for the most fuel

economical car among the whole automotive industry (including the hybrid industry) and

relates it to the product superiority and relevant, compelling future technology imagery.

Explore multiple combinations of various platforms of mobile advertising to create an

even bigger impact.

2/26/2011 ID – S2790712 CMM23: Tactical Marketing Plan page 4

Target Audience The target market is Australian males and females between the ages of 18-50, with a major focus

being on first time buyers in Generation Y, young Australians born in the 80‟s and early 90‟s

known to be savvy consumers of information with diverse tastes and high expectations

GEOGRAPHIC Initial focus of the three month campaign will be directed at East Coast cities in Melbourne, Sydney and Brisbane, including surrounding suburbs of each major city

DEMOGRAPHIC First and second car buyers that are green consumers (environmentally aware) and that are technologically savvy Overall age group of 18-55

The Gen Y age group of 18-30 is surrounded by information technology resources that are socially active online and image conscious. Are mostly well educated with degrees that make informed decisions

PSYCHOGRAPHIC

They support and practice recycling, conservation of resources and prevention of pollution

They are early adopters willing to pay more for eco-friendly products

Image conscious

Have the mindset of quality over price

Target Audience Analysis and Media Habits Australian Demographic Statistics

PRELIMINARY DATA Population at end Jun qtr. 2010 ‘000

Change over previous year ‘000

Change over previous year %

New South Wales 7238.8 105.4 1.5

Victoria 5547.5 99.3 1.8

Queensland 4516.4 89.1 2.0

South Australia 1644.6 20.1 1.2

Western Australia 2996.4 49.1 2.2

Tasmania 507.6 4.4 0.9

Northern Territory 229.7 3.5 1.5

Australian Capital Territory

358.9 6.3 1.8

Australia(a) 22342.4 377.1 1.7

(ABS, Census of Population & Housing 2006)




June 2009 June 2010

Connectivity Proportion of population with a broadband connection at home at June*

63% 66%

Proportion of SMEs using internet-enabled 3G mobiles at June 62% 64% Capability

Proportion of internet users undertaking communications activities online during June*

n/a 79%

Confidence Value of internet commerce at June‡ $123 billion n/a

Number of persons accessing social networking/UGC sites from home during June

8.3 million 8.7 million

Number of hours spent on social networking/UGC sites at home during June

32.1 million 41.5 million

Volume of data downloaded via the internet (terabytes) during June quarter

99,249 155,503

Australian Bureau of Statistics 2006, Census of Population & Housing Victoria

Males Females Persons

Total Persons 2,420,417 2,512,006 4,932,423

Age groups:

20-24 years 171,133 167,582 338,715

25-34 years 333,796 344,087 677,883

35-44 years 360,294 381,054 741,348

45-54 years 333,285 346,231 679,516

Males 20-24 Years 25-34 Years 35-44 Years 45-54 Years

Negative/Nil Income 17,017 11,324 8,419 8,214

$1-$149 14,306 6,500 5,970 6,806

$150-$249 19,875 18,874 19,101 21,901

$250-$399 21,600 18,256 19,687 20,918

$400-$599 34,852 43,352 39,088 38,049

$600-$799 24,684 56,748 49,895 43,734

$800-$999 12,858 50,586 46,739 40,743

$1,000-$1,299 66,052 47,475 53,150 47,056

$1,300-$1,599 1,551 24,145 33,827 29,110

$1,600-$1,999 576 13,604 22,225 19,688

$2,000 or more 602 13,445 34,099 32,604

Individual income not

stated

17,159 29,505 28,093 24,460

Total 171,132 333,796 360,293 333,283



(Reaserch 2010)

(LaMarche 2010)

11%

16%

24% 28%

21%

Frequency Of Using Social Networking Sites Once A Week

Several Times A Week

Once A Day

Several Times A Day

Less Often

Q. How often do you go into social networking sites such as Facebookor Myspace Base : Consumers that use social network sites

50 years & over 14% 40-49 years

15%

30-39 years 24%

20-29 years 32%

14-19 years 15%

Age profile of persons using the internet via their mobile phone2010

Females 20-24 Years 25-34 Years 35-44 Years 45-54 Years

Negative/Nil Income 16,219 23,158 24,544 24,219

$1-$149 17,390 27,500 35,837 21,289

$150-$249 24,153 31,936 41,436 38,752

$250-$399 26,157 37,850 52,578 45,573

$400-$599 34,134 53,866 67,221 62,230

$600-$799 23,076 48,379 44,274 43,491

$800-$999 10,028 40,844 31,032 30,329

$1,000-$1,299 2,712 32,856 28,907 31,329

$1,300-$1,599 493 12,624 13,444 13,000

$1,600-$1,999 172 6,059 7,051 6,111

$2,000 or more 213 5,082 9,646 7,736

Individual income not

stated

12,834 23,933 25,085 22,038

Total 167,581 344,087 381,055 346,232


(Reaserch 2010)

(Morgan 2010)

(Morgan 2010)

56% 54%

58% 91%

86% 86%

67% 54%

38% 14%

59% 62%

55% 89%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

14-17 Yrs

20-39 Yrs

65+ Yrs

Not In Workforce

Use of social networking sites in last 12 months (%)

88% 76%

63%

41%

17%

89% 77%

66%

40%

15%

0%

20%

40%

60%

80%

100%

Ever acessedthe internet

Internetconnection at

home

Broadbandconnection at

home

Internet atwork

InternetElsewhere

% o

f in

tern

et

use

rs 1

4 y

ear

s an

d

ove

r

Access to the internet

Jun-09

Jun-10

430 783

1,368

2,419

1,796 1,625 1,167

0

1000

2000

3000

0-11 12 - 18-24 25-34 35-49 50-64 65+Nu

mb

er

of

we

b p

age

s

Average number of web pages viewed by Australians during june 2010

Age Group


Media Selection Rationale

Almost 90% of consumers today use the internet to research new vehicles, up from 61% in 2005

(Cars 2010)

It also indicates that the consumer buying cycle has shortened.

Online media platforms will comprise the principle vehicle for this advertising campaign as it‟s

the primary media consumed by LJR‟s target markets.

The internet is the prefect advertising medium to directly target our audience and gain new

business; cost effectively.

Australians view the internet not only for entertainment but increasingly as an essential part of

their everyday lives, providing access to critical information and services.

LJR will simoustanly launch it social media campaign across various platforms such as

Facebook, Twitter, a blog, YouTube, as well as a mobile application.

• 69% of respondents to a McKinsey survey say their companies have gained measurable

business benefits from social technologies

This will be supported by the use of radio and outdoor billboards

• To communicate with external & internal audiences

• To reach the point where publicity is generated as a by-product of participation

Facebook: • Over 50% of Australians (12 million) are connected to Facebook

• Second most visited page for Australians behind Google.com

• Over 1 in 9 visits to all other websites is directly after visiting Facebook

• Accounts for 11.3% of all upstream traffic to other sites visited by Australian users

• 58.8% are female users, 44.2% are male (Australian) (Facebook 2011)

Gen Y Baby Boomers As of 2011 they will out number baby boomers 41% joined a social network

That’s $380 million in spending power 55+ is the fastest growing demographic online

They average 16 hours online each week They have stable & dependable income

96% have joined a social network Own their own home

They care about how they are perceived by those around them

Concerned about costs of living coming into retirement

Concerned about dependence on oil Looking to downgrade lifestyle to be sustainable


Twitter:

• 180 million unique visitors come to the site every month, 300,000 new users sign up each

day

• 51% of active users follow companies, brands or products

• 65% of the Fortune 100 companies use Twitter to communicate with customers &

stakeholders (Rabbit 2011)

YouTube:

• Exceeds 2 billion views a day

• 24 hours of video are uploaded every minute

• YouTube video consumption across Facebook=46.2 years of videos watched everyday

• 77% of Australian web users have uploaded videos in the past 12 months

• Video engagement is continuously increasing and in October 2010 alone, 5.4 billion

videos were viewed - 2 billion of which were on Facebook (Metekohy 2011)

Blog: • Is easily shared between users

• Gives consumers factual in depth information

• Allows readers to enter into open discussions about the written article

Mobile Applications:

• In 2010, infrastructure, technology and design finally intersected in the mobile world and

for the first time smartphone sales overpowered the sales of desktops and laptops

• In 2010, mobile applications were downloaded more than 7 billion times and that serves

as a great indicator that consumers are willing to engage

• In 2011, Mobile users seek content, companies and the Web more on their phones and

iPods than on their computers (Blog 2010)


Radio (3AW 693):

• 829,000 people 30+ listen to 3AW/Magic each week on average for 18 hrs. and 6mins.

This is over five hours more each week than FM

• 48,000 people who listen to 3AW/Magic are looking to buy their second home in the next

12 months

• Talk Radio attracts Australia‟s most engaged and valuable audience.

o Talk Radio=58% High Attention

o Music Radio=21% High Attention

• 3AW and Magic listeners are more likely:

o than the Melbourne population to keep listening when an advertisement comes

on

o than the Melbourne population to not find Radio commercials annoying ((Source:

NMR Panorama Survey 6/2010 August09-July10 2010)

((Source: NMR Panorama Survey 6/2010 August09-July10 2010)

10%

22%

2%

12%

-13%

4%

-6%

0

-4%

-13% -20%

-10%

0%

10%

20%

30%

3AW Magic SEN MTR Nova ClassicRock

Fox Gold MMM Mix

Don't find radio ads annoying


((Source: NMR Panorama Survey 6/2010 August09-July10 2010)

Targeting: Breakfast, Morning and Afternoon, Drive and Sports Today programs: Monday to Friday.

LJR would sponsor the 3AW Player of the Day and Year, this will give great exposure in and

around 3AW football with advertising and credits.

Outdoor Advertising (Billboards)

By combining out door media with mobile media it offers the brand unique opportunity to

accurately measure the effectiveness of amount spent on the campaign so far.

Is high profile, 70% see “quite a lot” of outdoor advertising in their daily lives.

It is influential, 65% say that seeing outdoor influences decisions “quite a lot” or

“somewhat”

It is an improving medium, 89% agree that it is “much better than it used to be”

(Davies 2011)

29%

47%

3%

19%

-46%

-1%

-31%

-13%

-31% -43% -60%

-40%

-20%

0%

20%

40%

60%

3AW Magic SEN MTR Nova ClassicRock

Fox Gold MMM Mix

Never change station when ads come on (%)


Media Strategy To increase the creditability of the hybrid technology, we will ask for a third party car expert to

prove the care uses up to 50% less fuel than conventional cars.

The expert should have a certain amount of reputation in the related area and can provide some

sort of certificate for the vehicle.

This resulting report will be used to show journalists and programmers, this will gain their trust

for the key messages.

During June 2010, 8.7 million Australians accessed social networking/UGC (User Generated

Sites) sites e.g. Facebook and YouTube from home, spending in total more than 41.5 million

hours on these networks alone. (LaMarche 2010)

Primary media:

Social media networks (Facebook, Twitter, YouTube, blog and mobile application),

Secondary Media

Radio & Billboards.

The LJR campaign will focus the majority of its advertising towards social media platforms, with

the remainder placed on radio and billboards. This method is extremely cost effective is done

correctly. The savings will be used after the launch.

All ads should go beyond the conventional ways of how cars are advertised in Australia; this

reflects the uniqueness, novelty and future-technology of … This also has the effect of attracting

more attentions, retentions and recalls of the ads (Belch 2009)

Radio:

Program/Day Time Mon Tue Wed Thu Fri Sat Sun

Breakfast Rec 06:00-09:00 1 x 30 sec

1 x 30 sec

1 x 30 sec

Morning Rec 09:00-12:00 1 x 30 sec

1 x 30 sec

Afternoon Rec 12:00-16:00 1 x 30 sec

1 x 30 sec

1 x 30 sec

Drive/Sports Today

16:00-20:00 1 x 30 sec

1 x 30 sec

Fuel Watch Credit-Rec

Approx. 7:15am

1 x 5 sec

BTA Rec 00:00am-12mn

1 x 30 sec

1 x 30 sec

1 x 30 sec

1 x 30 sec

1 x 30 sec

Rec = Recorded Commercials, BTA = Best Time Available, Sec = Seconds


Credits: Total

Match of the day Company name only – min. 3 per game 360

Commercial Schedule:

Footy Preview – 30 sec Fri Night, Sat Day/Night, Sun

Day/Twilight

120

Match of the Day – 30

sec

Fri Night, Sat Day/Night, Sun

Day/Twilight

120

Schedule Performance (Based on 26 weeks) will reach – Based on All People 30 Plus

Reach 1,035,000

Frequency 32.9

Based on 1 week will reach 429,000 people with a frequency of 3.2

(AC Nielsen Survey #5, 2010)

3AW Footy Season Schedule (24th March to 1st October)

Integrating perfectly with 3AW‟s football coverage, the “Player of the Day” sponsorship allows

LJR to help reward the great players of the game and is a unique feel-good opportunity, while

putting our hybrid alongside the true stars of the game, the players.

Twitter: Promoted Tweets, the brand can advertise a 140 characters in a message on twitter. Instead of

traditional media we will not promote our own message. Instead allow 3rd

party content to

speak their message about the hybrid.

Use the experts tweet as a Promoted Tweet on Twitter. LJR will use content from

customers and 3rd

party sources as promoted tweets instead of just its own tweets and

content.

Would you rather hear LJR say how amazing the hybrid is, or would you rather hear an LJR

customer has to say? The tweeter may not be currently be an LJR customer, LJR using the tweet

as a promoted Tweet is very innovative and also the 3rd

party wanted to share it with everyone,

So there is additional coverage for the LJR brand.

Blog: Live from day one of the campaign;

Used for posting articles and releases related to the hybrid.

Generate awareness of the hybrid and drive traffic to the site.


Research was undertaken to target bloggers active in the areas of the environment and hybrid

technology.

This coverage should lead to more debate and noise on sites of publications from major

auto sites and magazines.

Must be constantly updated and all comments made by readers need to be responded to in

a timely manner.

Mobile Application: Attention to planning here is essential. You don‟t have to get caught amongst a crowd of apps.

Its survival/or success depends on its popularity. It will feature video ads of the new model

hybrid and include all the latest news and developments.

Smartphones are a great way to reach our target audience because we are displaying advanced

technology with the hybrid, which is in tune with what smartphone owners are likely to be

interested in. The most successful mobile rich media campaigns are those that embrace the

unique capabilities of mobile. (Davies 2011)

Allows more creativity in the campaign, LJR can leverage different content and add extra layers

of information, linking them to all of the other social channels.

The target demographic uses technology to enhance its lifestyle while simultaneously

showing concern for its impact on the environment.

Display boards On major CBD roads where traffic is an issue.

Located at every major airport terminal across Australia

Leveraged allowing potential customers to send personal messages to friends and

relatives with smartphones who use the app.

Mgs will then be displayed on our billboards

Thus enabling LJR‟s brand to be part of an emotional moment in a user‟s life.

(The cost is only on performance basis and the mobile user. Depending on what mobile device

being used, can receive info or download videos and apps immediately by texting a special key

word)


Competitive Analysis

The main manufactures in direct competition of developing hybrids are Ford, Honda, Lexus,

Mercedes, BMW, Nissan, Toyota, Hyundai and Kia.

LJR‟s main competition from hybrid technology includes Series/Parrallel, Parallel, & two

models

Data released by the Australian Federal Chamber of Automotive Industries (FCAT) during

November 2010 claims new vehicle sales increased from 2009 by 13%. (Industries 2010)

Australia has a premium of around $10,000 over US prices; this reflects a local market penalty

due to the relatively small market size in Australia, distance from large vehicle manufacturing

countries, a volatile exchange rate, and the lack of locally manufactured hybrids. (Davies 2011)

From 2008-2012 the automotive industry will have launched a total of 30 Hybrid type vehicles.

Toyota sold 8444 hybrids, but only 1769 of them were sold to private car buyers. The remaining

amounts were bought by Governments and corporate sectors. (Blackburn 2010)

Private car buyers are still to be fully convinced of the benefits that are associated with a

hybrid.

Toyota has committed to building a hybrid version of every car in its range by 2020, while

Nissan says 10% of its cars will use no petrol by 2020. Luxury brands such as BMW and

Mercedes are marketed as a „micro hybrid drive‟, using a belt driven generator that feeds a

charge into the cars electrical system to act as a starter motor. Essentially it‟s a fake model of a

hybrid. (Blackburn 2010)

Honda uses a parallel hybrid system in its current Honda Civic hybrid. It is not as green as it

appears though. The Australian Federal Governments Green Vehicle Guide rates the cars petrol

version better for the environment over the hybrid version. (Blackburn 2010)

On average, the three largest automakers spend an estimated $142 per car sold from online

display advertising. (Cars 2010)

The auto industry is cyclical, and sales tend to move together with the economy. Buyers tend to

buy cars when times are good, and tend to hold off in economic downturn.

An analysis by „Adify‟ indicates that car makers pay twice as much, on average for CPM as

compared to other online advertising verticals. The main reason for the higher CPM is that

automotive ads tend to be placed in sites that focus on automotive rather than a broader and more

general media, thus higher prices. Another reason is that automotive makes higher use of rich

media. 53% of automotive impressions have rich content, compared to 50.6% in other verticals.


Marketing

Pricing The price of the hybrid will be initially kept low to gain entry into the market. Once the hybrid

has penetrated the market LJR will grab a majority market share. In this pricing methodology

LJR will not get profits in the beginning. Once the hybrids brand is established prices may

increase if market allows.

Distribution: LJR has 31 point of sale showrooms spread through each state and territory. The main point of

sale and distribution is in its showroom in Geelong, Victoria. The innovative online campaign

wills translate to online sales, with demo models of the car to be placed across the nation through

other dealerships

Promotional Incentives: By integrating the use of smartphones and location sign in, incentives can be given to customers

who sign into the LJR showroom when viewing the car. Location will increase in popularity as

people get more comfortable checking in to a business and when brands offer more enticing

offers. We must offer value to our consumers so that they feel comfortable enough to associate

themselves with our brand through their social media profiles.

This “mobile meets loyalty” approach enhances the social experiences, and inspires new

audiences.


Situation Analysis

Strengths: LJR has strong brand recognition across Australia

The hybrid is a reliable, economic, eco-friendly and affordable

No other locally produced hybrids on the market, all other models have to be imported

Has very sharp targeting, segmentation and positioning.

Weaknesses: Competition from larger global car manufacturers.

Consumers not prepared to spend extra on „green‟ products.

Whether global warming is fact or fiction

Opportunities Can seize this period of time to establish itself as the innovator of Australian hybrid

technology.

Can then sell its technology and expertise to other manufacturers.

Expand market share globally

Threats: Global slowdown of automotive industry

Strong competition from other brands that can afford to lower their prices to kill LJR off

Another Australian manufacturer could intend to develop a better hybrid technology for

Australian consumers


Budget Summary of Value and Investment for the 6 month Campaign

Rate card Value LJR Investment

3AW Schedule 260 x 30 second *BMADST Rec Commercials $66,950 $56,550

52 x 5 Second Fuel Watch Credit $3,250 $1,300

130 x 30 second BTA Rec Commercials $22,100 No Charge

120 x 30 second Match of the Day Rec Commercials $33,000 $18,000

120 x 30 second Footy Preview Rec Commercials $33,000 $18,000

Partner Privileges

2 x Tickets to AFL Grand Final & September Club $3,00 No Charge

1 x Table of 10 3AW/The Age Grand Final Eve Breakfast $750 No Charge

Production

In-house writing & production of 3 single voice commercials $300 $300

GRAND TOTAL $162,350+GST $94,150+GST

Approx Monthly Total $13,529+GST $7,845+GST

*BMADST = Breakfast, Morning, Afternoon, Drive and Sports Today

(Basing radio quotes on Melbourne as the same for 5 cities)

Radio: ((Source: NMR Panorama Survey 6/2010

August09-July10 2010)

$94,150 x 5 (Melbourne, Sydney, Brisbane, Adelaide, Perth)

$470,750

Mobile Application: (LaMarche 2010)

200 hours (development + graphic design) at $50/

#sms service $2000,000 for 6 months

$210,000

Billboards: (LaMarche 2010)

$3000 per month (x 20) for 4 months

$240,000

Social Media Strategy:

(COLLIER, So how much will a social media

strategy cost? 2011)

Twitter, $3,000 a month for 3months,

Facebook $3,000 a month for 3months,

Blog $3,000 a month for 3months

S. Media Strategy –$5,000 a month for 3months

Social Media Strategy Audit – $4,000

$46,000

Total $950,750

+GST


Works Cited (Source: NMR Panorama Survey 6/2010 August09-July10, Melbourne). Panorama Survey.

Research, Melbourne: NMR, 2010.

ABS. Census of Population & Housing. Census based & Administrative By-Product Data ,

Canberra: Australian Bureau of Statistics, 2006.

ABS. Consumer Report. Census Based & Administrative By-Product Data, Canberra: ABS,

2009.

Belch, Belch, Kerr & Powell. Advertising & Promotion: An Integrated Marketing

Communication Perspetive. North Ryde: McGraw-Hill Pty Ltd, 2009.

Blackburn, Richard. The Sydney Morning Herald. September 11, 2010.

http://smh.drive.com.au/motor-news/power-puzzle-20100910-153vr.html (accessed

Febuary 25, 2011).

Blog, DigitalBuzz. Statistics: The Growth of Mobile Into 2011. November 21, 2010.

http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/ (accessed

Febuary 16, 2011).

Cars, Capgemini. "Global Survey 09/10 Cars online." 2010.

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hybrid/3023217.article (accessed Febuary Wednesday 24, 2011).

Facebook. Facebook Press Room:Statistics. 2011.

http://www.facebook.com/press/info.php?statistics (accessed Febuary 24, 2011).

Industries, Australian Federal Chamber of Automotive. Australian Automotive Insider. Census

Based Administrative By-Product Data, Canberra: Australian Federal Chamber of

Automotive Industries , 2010.

LaMarche, Jeff. Stack Over Flow. October 13, 2010.

http://stackoverflow.com/questions/209170/how-much-does-it-cost-to-develop-an-

iphone-application (accessed Febuary 25, 2011).

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Administrative By-Product Data, Sydney: MediaMind, 2010.


Metekohy, Marc. ViraBlog: Viral Ideas & Social Trends. Febuary 14, 2011.

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electric-vehicles (accessed Febuary 25, 2011).

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The Neilson Company, 2010.

Nightingale, Karen Ross & Virginia. Media & Audineces: New Perspectives. England: Open

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campaign pitch: media buying & planning

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