TV & Cinema adverts for Müller Crunchy Fantasy

Client / Client contact information:

Müller Dairy UK

http://www.mullerdairy.co.uk/                 

Project: 
Campaign for the launch of a new ice cream product " Müller Crunchy Fantasy" ice cream

1. Background / Overview:

Ice cream penetrates the market with more than 80%, the sales in 2012 reaching £1.1 billion. The market is constantly growing, the sales increasing by 10.4% since 2010, therefore launching a new ice cream product will be a good opportunity. The customers that buy Müller Corner are also the ones that purchase ice cream from different brands, and all we need to do is start persuading them to buy the Müller ice cream.

This is a campaign for the current customers of Müller Corner. We want them to try the new Müller "Crunchy Fantasy" ice cream, which will have the same range of flavours as the Müller Corner range. In certain publications the adverts will come with a coupon for a free ice cream to appeal customers.  

2. What is the objective, the purpose of the ad?

We want people acknowledge the launch of the new Müller "Crunchy Fantasy" ice cream and start buying the product as a regular.

3. Target audience: who are we talking to?

This campaign will be aimed specifically at the existing Müller Corner customers on the UK market. Ice cream is particularly appealing to women and the wealthy, which have above-average consumption. Also for the on-the-go consumers that live in one-person households. 

The primary target will be ABC1 women over 35 years old and C2DE women between the ages of 16 to 34, because they are the ones that are more likely to go shopping for groceries.

4. What's the single most important thing to say?

Müller Crunchy Fantasy combines the fun of Müller Corner with the amazing taste of the ice cream.

5. What are the supporting rational and emotional 'reasons to believe and buy?'

1. It's from Müller - the brand that they already know and purchase

2. They get a coupon for a free ice cream in specific publications

3. It will have the great range of flavours Müller Corner has

6. What else will assist creative development?

User quote: "So good you'll go bananas!"

                      "Help's you chill!"

                      "You'll be nuts for it!"

7. Schedule: What do we need from the creative team? When do we need it?

1. Date 08.02.2013 - presentation and report regarding the expansion in the ice cream market

2. Date 17.02.2013 - initial creative review of rough pencil sketch ideas.

3. Date 22.02.2013 - final ideas for print advertising (computer made).

4. Date 08.03.2013 - final storyboards for TV/Cinema adverts.

5. Date 09.05.2013 - [ digital, print, video, other ] final material delivered to broadcaster / publishers.

Cinema advert

The advert will be shown in cinemas as the part of the collection of adverts and trailers that are shown before a movie start. It will also be shown at the beginning of these to give people time to go buy the ice cream from the snacks bar.

According to the British Film Institute (BFI) 57% of those who go see a romantic-comedy are women. Women also have big audiences for Drama's, Romance movies, Suspense and Comedies. Therefore, the advert can be place before any of the movies the fall in the mentioned genres. (BFI, 2012) 

Storyboard frames

1. CAMERA: Long shot , low angle, tilt up.
Clear shot of a cinema. Above the entrance the name of a Romantic-Comedy movie can be seen.

SFX: Street noises. 

2. CAMERA: Long shot, observer point.
The shot moves inside, at the snack bar, where two girls are discussing what they should buy as a movie snack. The girls are dressed in casual and trendy outfits. 

SFX: Light chatter in the background. 

3. CAMERA: Close up, zooming in, participant point.
The camera will zoom-in on one of the girls while she points at the popcorn.

SFX: Light chatter in the background.
DIALOGUE: 
GIRL 1: "Should we get popcorn?"

4. CAMERA: Medium shot, zooming in, participant point. 
The camera moves on the other girl, that will answer

SFX: Light chatter in the background.
DIALOGUE:
GIRL 2:  "I don't want popcorn. I'm in the mood for something fresh and sweet."

5. CAMERA: Long shot, zooming in, observer point. 
The camera will show the attendant. Being behind the counter and very close to them, he heard their entire discussion.

SFX: Light chatter in the background.
DIALOGUE:
ATTENDANT: "Why don't you try New Crunchy Fantasy ice cream from Muller?"

6. CAMERA: Close up, observer point.
While the attendant describes the ice cream, the shot will change to a cornetto ice cream (Crunchy Fantasy) and what it contains.  

SFX:
DIALOGUE:
ATTENDANT: "It offers the same flavours as the Müller Corner yogurts?"

7. CAMERA: Medium shot zooming in, low angle, observer point. 
The new shot shows the girls inside the screening room while consuming the ice cream with dreamy looks on their faces. The ice cream makes them imagine themselves as part of the movie. 

SFX: Romantic music can be heard from the movie.

8. CAMERA: Medium shot, observer point, dolly movement. 
The camera follows around the two girls after the movie ends, and they are shown walking away from the screening room, and one of them suddenly stops in her tracks.
SFX: Steps sounds.

DIALOGUE: 
GIRL2: "Wait! What was the movie about?"

9. CAMERA: Clear shot of the product.
A clear picture featuring one of the ice creams will be shown with the name (Müller Crunchy Fantasy) 

SFX: 
MVO: "Try the new Crunchy Fantasy ice cream from Müller."

TV advert

The advert will be shown on ITV1 and ITV2 between 8PM and 9PM during "Coronation Street" (over 9 million views per programme) and "Emmerdale" (over 7 million views per programme) to reach the target audience of ABC1 women over 35 years old, and C2DE women between 16 and 34. They also watch "You've been framed", "Desperate Housewives", "X Factor" and "How to look good naked", therefore the advert could also be shown during any of these programs.

Storyboard frames

1. CAMERA: Medium shot from observer point.
A woman in her thirties doing the monthly shopping in a supermarket
SFX: light tune

2. CAMERA: Medium shot from an observer point, dolly movement.
The shot moves on her reaching the frozen foods area.
SFX: light tune

3. Medium shot zooming in to close up.
While walking around with her shopping cart, she passes by two employees who are promoting the new Crunchy Fantasy from Müller.
SFX: light tune
DIALOGUE:
MAN 1: "Would you like to try the New Crunchy Fantasy ice cream from Muller?"

4. Medium shot from a right angle.
SFX: light tune
DIALOGUE: 
MAN 2: "Each of the flavours is one that the Müller Corner yogurt has."
WOMAN: "Ok. Thank you!"

5. Close up from observer point. 
She tries the ice cream.
SFX: light tune

6. Medium shot from observer point. 

The background changes and she feels transported onto a beach, relaxing on a sun bed, where she enjoys her ice cream while the two guys promoting the ice cream, who are shirtless and really fit, are on each of her sides, fanning her with palm branches.

SFX: Mood music, waves crashing sound.

7. Medium shot from participant point.
She is suddenly brought back when her fantasy is interrupted by one of the promoters.
SFX: light tune
DIALOGUE:
MAN 1: "What do you think? Are you enjoying it?"
WOMAN: "Oh, yes. I'm really enjoying this."

8. Long shot zooming in to medium shot, dolly effect.
The camera follows her as she moves around the frozen area and goes to the ice cream section, where she stops to grab a 10 pack of Müller Crunchy Fantasy.
SFX: light tune

9. Image of the product with relevant text.
A clear picture featuring one of the ice creams will be shown with the name (Müller Crunchy Fantasy) next to it.
SFX: Muller tune
MVO: "Try the new Crunchy Fantasy ice cream from Müller."

References

AdCracker (2012) Sample "Classic" Creative Brief for 2013. [Online]. Available from: http://www.adcracker.com/brief/Sample_Creative_Brief.htm [Last accessed 19th February 2013]

British Film Institute (2012) Opening our eyes. [Online]. Available from: http://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/bfi-opening-our-eyes-2011-07.pdf [Last accessed 5th March 2013]

IPC Advertising (2012) Audience Uncovered – Upmarket Women. [Onlline] Available from: http://www.ipcadvertising.com/consumer-insight/2010/aug/23/audience-uncovered-upmarket-women [Accessed 19th of January 2013].

MINTEL (2012) Ice cream – UK - July 2012. [Online]. Available from http://academic.mintel.com.atlas.worc.ac.uk/display/590246/?highlight=true [Last accessed 19th January 2013]

MINTEL (2012) Yogurt and Desserts - UK - July 2012. [Online] Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590217/?highlight=true [Accessed 9th February 2013].

Stones, M (2012) Scoop of the year. [Online]. Available from: http://www.foodmanufacture.co.uk/Manufacturing/Scoop-of-the-year-ice-cream-sales-top-1bn [Last accessed 19th January 2013]

Print adverts for the Müller Crunchy Fantasy Ice Cream

Client / Client contact information:

Müller Dairy UK

http://www.mullerdairy.co.uk/                 

Project: 
Campaign for the launch of a new ice cream product " Müller Crunchy Fantasy" ice cream

1. Background / Overview:

Ice cream penetrates the market with more than 80%, the sales in 2012 reaching £1.1 billion. The market is constantly growing, the sales increasing by 10.4% since 2010, therefore launching a new ice cream product will be a good opportunity. The customers that buy Müller Corner are also the ones that purchase ice cream from different brands, and all we need to do is start persuading them to buy the Müller ice cream.

This is a campaign for the current customers of Müller Corner. We want them to try the new Müller "Crunchy Fantasy" ice cream, which will have the same range of flavours as the Müller Corner range. In certain publications the adverts will come with a coupon for a free ice cream to appeal customers.  

2. What is the objective, the purpose of the ad?

We want people acknowledge the launch of the new Müller "Crunchy Fantasy" ice cream and start buying the product as a regular.

3. Target audience: who are we talking to?

This campaign will be aimed specifically at the existing Müller Corner customers on the UK market. Ice cream is particularly appealing to women and the wealthy, which have above-average consumption. Also for the on-the-go consumers that live in one-person households. 

The primary target will be ABC1 women over 35 years old and C2DE women between the ages of 16 to 34, because they are the ones that are more likely to go shopping for groceries.

4. What's the single most important thing to say?

Müller Crunchy Fantasy combines the fun of Müller Corner with the amazing taste of the ice cream.

5. What are the supporting rational and emotional 'reasons to believe and buy?'

1. It's from Müller - the brand that they already know and purchase

2. They get a coupon for a free ice cream in specific publications

3. It will have the great range of flavours Müller Corner has

6. What else will assist creative development?

User quote: "So good you'll go bananas!"

                      "Help's you chill!"

                      "You'll be nuts for it!"

7. Schedule: What do we need from the creative team? When do we need it?

1. Date 08.02.2013 - presentation and report regarding the expansion in the ice cream market

2. Date 17.02.2013 - initial creative review of rough pencil sketch ideas.

3. Date 22.02.2013 - final ideas for print advertising (computer made).

4. Date 08.03.2013 - final storyboards for TV/Cinema adverts.

5. Date 09.05.2013 - [ digital, print, video, other] final material delivered to broadcaster / publishers.

Heat sensitive print ads using thermochromatic ink technology reveal a Müller Crunchy Fantasy flavor. This adverts will be placed in Cosmopolitan or Red to appeal to the targeted ABC1 women.

This advert will be placed in "Now", "OK" and "Take a Break" to appeal to the targeted C2DE. 

This advert will be placed in newspaper like "Sun" and "Mirror" to appeal to C2DE. 

This advert will be placed in "Elle" and "Hello!" to appeal to ABC1 women. 

References

AdCracker (2012) Sample "Classic" Creative Brief for 2013. [Online]. Available from: http://www.adcracker.com/brief/Sample_Creative_Brief.htm [Last accessed 19th February 2013]

IPC Advertising (2012) Audience Uncovered – Upmarket Women. [Onlline] Available from: http://www.ipcadvertising.com/consumer-insight/2010/aug/23/audience-uncovered-upmarket-women [Accessed 19th of January 2013].

MINTEL (2012) Ice cream – UK - July 2012. [Online]. Available from http://academic.mintel.com.atlas.worc.ac.uk/display/590246/?highlight=true [Last accessed 19th January 2013]

MINTEL (2012) Yogurt and Desserts - UK - July 2012. [Online] Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590217/?highlight=true [Accessed 9th February 2013].

Stones, M (2012) Scoop of the year. [Online]. Available from: http://www.foodmanufacture.co.uk/Manufacturing/Scoop-of-the-year-ice-cream-sales-top-1bn [Last accessed 19th January 2013]

Advertising brief for the launch of Müller "Crunchy Fantasy" ice cream

Client / Client contact information:

Müller Dairy UK

http://www.mullerdairy.co.uk/                 

Project: 
Campaign for the launch of a new ice cream product " Müller Crunchy Fantasy" ice cream

Prepared by:

Monica Ignat

10006575

igna1_10@uni.worc.ac.uk

1. Background / Overview:

Ice cream penetrates the market with more than 80%, the sales in 2012 reaching £1.1 billion. The market is constantly growing, the sales increasing by 10.4% since 2010, therefore launching a new ice cream product will be a good opportunity. The customers that buy Müller Corner are also the ones that purchase ice cream from different brands, and all we need to do is start persuading them to buy the Müller ice cream.

This is a campaign for the current customers of Müller Corner. We want them to try the new Müller "Crunchy Fantasy" ice cream, which will have the same range of flavours as the Müller Corner range. In certain publications the adverts will come with a coupon for a free ice cream to appeal customers.  

2. What is the objective, the purpose of the ad?

We want people acknowledge the launch of the new Müller "Crunchy Fantasy" ice cream and start buying the product as a regular.

3. Target audience: who are we talking to?

This campaign will be aimed specifically at the existing Müller Corner customers on the UK market. Ice cream is particularly appealing to women and the wealthy, which have above-average consumption. Also for the on-the-go consumers that live in one-person households. 
The primary target will be ABC1 women over 35 years old and C2DE women between the ages of 16 to 34, because they are the ones that are more likely to go shopping for groceries.

4. What's the single most important thing to say?

Müller Crunchy Fantasy combines the fun of Müller Corner with the amazing taste of the ice cream.

5. What are the supporting rational and emotional 'reasons to believe and buy?'

1. It's from Müller - the brand that they already know and purchase

2. They get a coupon for a free ice cream in specific publications

3. It will have the great range of flavours Müller Corner has

6. What else will assist creative development?

User quote: "So good you'll want another CRUNCH!"
                    "Nobody puts this ice cream in the corner!"

More info: More information will be found in the previously done report.

Insight: Adults living in one-person households are less likely to purchase ice cream due to the limited freezer space and they practice the on-the-go consumption when they buy ice cream from a van, a newsagent or a corner shop. The Müller Crunchy Fantasy cone is a solution for them. They will also be sold in packs of 5 for the consumers who live in large households.

7. Schedule: What do we need from the creative team? When do we need it?

1. Date 08.02.2013 - presentation and report regarding the expansion in the ice cream market

2. Date 17.02.2013 - initial creative review of rough pencil sketch ideas.

3. Date 22.02.2013 - final ideas for print advertising (computer made).

4. Date 08.03.2013 - final storyboards for TV/Cinema adverts.

5. Date 12.04.2013 - final ideas for radio adverts.

6. Date 26.04.2013 - [ digital, print, video, other ] final material delivered to broadcaster / publishers.

References: 

AdCracker (2012) Sample "Classic" Creative Brief for 2013. [Online]. Available from: http://www.adcracker.com/brief/Sample_Creative_Brief.htm [Last accessed 19th February 2013]

IPC Advertising (2012) Audience Uncovered – Upmarket Women. [Onlline] Available from: http://www.ipcadvertising.com/consumer-insight/2010/aug/23/audience-uncovered-upmarket-women [Accessed 19th of January 2013].

MINTEL (2012) Ice cream – UK - July 2012. [Online]. Available from http://academic.mintel.com.atlas.worc.ac.uk/display/590246/?highlight=true [Last accessed 19th January 2013]

MINTEL (2012) Yogurt and Desserts - UK - July 2012. [Online] Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590217/?highlight=true [Accessed 9th February 2013].

Stones, M (2012) Scoop of the year. [Online]. Available from: http://www.foodmanufacture.co.uk/Manufacturing/Scoop-of-the-year-ice-cream-sales-top-1bn [Last accessed 19th January 2013]

The effects the media changes have on advertising

The media and advertising met a major cultural shift in the last decade and changes still continue to occur. The reason for these changes is the need to adapt to the current development of technology. The costumer bases of traditional media outlets (newspapers & commercial TV networks) are deteriorated by the rise of the new media outlets. The biggest operator of this is the internet (GroupM, 2013). The need to be able to adapt and stay flexible in order to be successful in the environment they are operating is the main concern of advertisers.

A lot more fragmentation and personalisation will affect the development of the media consumption. Most consumers also use more than one screen at the same time to make most of their time. A research made by the European Interactive Advertising Association (EIAA) in 2011, shows that while they browse the internet, 70% of the users use at least one more medium, and half of them use mobile internet when they watch TV (EIAA, 2011).

Source: European Mobile Internet Use Executive Summary, Jan 2011, EIAA

The fast growing use of smartphones, tablets and smart TVs helps consumers use several screens simultaneously to get information and entertainment easier. According to PQ Media, the number of media platform available today is more than 100, compared to only eight in the 1970's, and each of those categories is very fragmented as well (Mandese, 2012).

Marketers can no longer rely on the programmatic delivery of brand messaging. Determining need states has to happen in real time so that they can balance delivery of paid communications in channels they can control (GroupM, 2013). Knowing the consumers using habits can be really useful for the companies, due to the fact that it allows them to target the right media, in the right place and at the right time. 

The number of smart phones and tablets users is higher than the number of Computer users (Ting, 2012), and although consumers assign 10% of their media attention on the mobile device they are using, the advertising spend for these platforms only required 1% of their attention. Although print media only gets 7% of the reader's media time, it still takes 25% of the of the ad-spend. This shows that there is still a lot of catching up and growing for the mobile medium to do (Ting, 2012).  

Social media also has an important part in the changes of the media due to the fact that is one of the most effective advertising tool. Advertising is losing part of its effectiveness  because of the growth of the social media and networking. Consumers now hold a control they never had before over brands (Powers et al, 2011). Social networks allow an easy communication between brand and consumers, though giving people the roles of receivers, creators, critics, advocates, transformers and transmitters of the messages (Wasiak, 2010).  Consumers can not only approve and recommend a brand, they can also complain, which makes marketers worry about how things will evolve and how they can address the issues. Brian Solis created a conversation prism (see image bellow) to offer a point of view for the mash-up (Wasiak, 2010). 

Connecting with consumers through the social platforms can be extremely beneficial for brands and companies. For example, the luxury brand Burberry, has adapted really well to the current era. For a luxury brand, the web can be a tricky environment (Daily, 2012). Burberry's social media success has grown rapidly, and it still continues to grow fast. Their success is owed to the fact that they share so many of the news, campaigns and exclusive content with their followers on social networking platforms (Arthurs, 2012). The content differs from one platform to another to encourage people to follow the brand on all of them. The more positioned the community is, the more successful it will be. Social media is a great tool to approach like-minded crowds that can positively impact the online presence (Brown, 2009). 

Another change that affects the media is the media intrusion and its impact on trust. In October 2003, the USA released the 'Do Not Call' law that allowed people to protect themselves by blocking marketers and others from making call sales in their homes (GroupM, 2013). From the 'Do Not Call' idea, Microsoft released the 'Do Not Track' option with the launch on Internet Explorer 10, the first browser, that provides such option. This options allows consumers to stop receiving advertising based on their search history when they browse the internet (Edwards, 2012). The advertising industry called 'Do Not Track' unacceptable and blasted Microsoft for making it a default setting when installing the browser (Keizer, 2012). The Association of National Advertisers (ANA) said "Microsoft's decision to block collection and use of information by default will significantly reduce the diversity of Internet offerings and potentially cheat society of the robust offerings that are currently available." (Keizer, 2012). The application will cause commercial harm to advertisers, although 'Do Not Track' affects consumers differently than 'Do Not Call':

1. The data used online does not require personal and identifiable information.
2. The application of data increases the relevance and value of the ads delivered, and this has some benefit to the consumer.
3. If the effectiveness of the of the online advertising is damaged, then most of the current online content will be impaired, and most of it will lose funding.

(GroupM, 2013)

Interactive coming to print or augmented reality is another issue in the media. Layar, a Netherlands-based software developer, created smartphone applications that activate print media with digital content (Layar, 2013). This type of software has been downloaded on more the 20 million devices and it offers the perfect balance between old and new media, because it "breathe some life" in a "dying medium" (print), (Verrecchio, 2012). It is also very effective because it makes the consumers interact with the brand by letting them embed videos and interactive buttons onto existing printed materials. A number of companies are already successfully using this type of advertising, for example Hyundai, Nivea, Starbucks, Net-a-Porter, and others (Russell, 2012). A study made by ABI Research showed that the augmented reality market will be worth £1.8bn by 2016. The success of the augmented reality comes from a separate revolution, the emerge of the smartphone (Sakr, 2011). 

(Cameron, 2013)

To sum up, for a business to survive in the current era, adapting to the current media changes, is crucial in advertising. Through an effective way of using social platforms and media, a company can easily interact with its publics, which can be very beneficial and helpful. 

References

Arthurs, D. (2012) Burberry hits 10 million mark to become most popular luxury brand on Facebook. [Online]. Available from: http://www.dailymail.co.uk/femail/article-2082075/Burberry-hits-10m-mark-popular-luxury-brand-Facebook.html [Last accessed 24th January 2013]

BBC News (2012) Advertising world 'transformed by social media'. [Online]. Available from: http://www.bbc.co.uk/news/business-19147393 [Last accessed 24th January 2013]

Bott, E. (2012) Ad industry blast Microsoft over Do Not Track defaults in IE 10. [Online]. Available from: http://www.zdnet.com/ad-industry-blasts-microsoft-over-do-not-track-defaults-in-ie-10-7000005185/?s_cid=e539 [Last accessed 4th May 2013]

Cameron, C. (2013) Interactive Print and User Experience. [Online]. Available from: http://www.layar.com/blog/2013/05/14/interactive-print-and-user-experience/ [Last accessed 4th May 2013]

Chan, J. (2012) 2013 and beyond: Media trends and their implications for marketers. [Online]. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=115dd3d3-144f-46f2-972c-bf6216b174ac&q=2013+and+beyond+media+trends&MasterContentRef=115dd3d3-144f-46f2-972c-bf6216b174ac [Last accessed 24th January 2013]

Daily, J. (2012) To engage China's Young Luxury Consumers, Digital is the key. [Online]. Available from: http://www.jingdaily.com/to-engage-chinas-young-luxury-consumers-digital-is-key/19132/ [Last accessed 24th January 2013]

Edwardsm, J. (2012) Internet Explorer 10's 'Do Not Track' Function Is Not Located In Its Privacy Settings. [Online]. Available from: http://www.businessinsider.com/internet-explorer-10-do-not-track-and-privacy-settings-2012-11 [Last accessed 4th May 2013]

EIAA (2011) EIAA European Internet Mobile Use. [Online]. Available from: http://mobilmedia.se/wp-content/uploads/2011/11/EIAA-Mobile-Internet-Use.pdf [Last accessed 24th January 2013]

GroupM (2013) This year, next year: The Digital media landscape in 2013. [Online]. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=b4773827-6e72-4336-8830-225c3d387db0&q=media+changes [Last accessed 4th May 2013]

Keizer, G. (2012) Ad industry calls IE10's 'Do Not Track' setting 'unacceptable'. [Online]. Available from: http://www.computerworld.com/s/article/9232036/Ad_industry_calls_IE10_s_Do_Not_Track_setting_unacceptable_ [Last accessed 4th May 2013]

Layar (2013) What is Layar?. [Online]. Available from: http://www.layar.com/what-is-layar/ [Last accessed 4th May 2013]

Mandese, J. (2012) Point of view: Media’s new values. [Online]. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=d29906e3-e186-4422-b313-7745ffa08365&q=media+new+values&MasterContentRef=d29906e3-e186-4422-b313-7745ffa08365 [Last accessed 24th January 2013]

Morrison, J. (2012) How to Advertise With Google AdWords. [Online]. Available from: http://sproutsocial.com/insights/2012/04/advertise-google-adwords/ [Last accessed 24th January 2013]

Powers, T., Advincula, D., et al (2012) Digital and Social Media in the Purchase-Decision Process: A Special Report from the Advertising Research Foundation. Journal of Advertising Research: Vol. 52, No. 4, 2012. [Online]. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=48fe7ab9-3f5a-4bb7-930c-097faaef452b&q=media+changes&MasterContentRef=48fe7ab9-3f5a-4bb7-930c-097faaef452b [Last accessed 4th May 2013] 

Russell, M. (2012) 11 Amazing Augmented Reality Ads. [Online]. Available from: http://www.businessinsider.com/11-amazing-augmented-reality-ads-2012-1?op=1 [Last accessed 4th May 2013]

Sakr, S. (2011) Augmented reality goes beyond gimmicks for business. [Online]. Available from: www.bbc.co.uk/news/business-13262407 [Last accessed 4th May 2013]

Ting, R (2012) Why Mobile Will Dominate the Future of Media and Advertising. [Online]. Available from: http://www.theatlantic.com/business/archive/2012/06/why-mobile-will-dominate-the-future-of-media-and-advertising/258069/ [Last accessed 24th January 2013]

Verrecchio, A. (2012) Layar Creator sees an interactive future for print media via augmented reality. [Online]. Available from: http://www.engadget.com/2012/06/05/layar-creator-printed-media-augmented-reality/ [Last accessed 4th May 2013]

Wasiak, H. (2010) How Social Media Has Radically Altered Advertising. [Online]. Available from: http://mashable.com/2010/07/06/social-media-advertising/ [Last accessed 24th January 2013]