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5.5.4 Leaflets 28
5.6 License, Broadcasting Rights 28
5.6.1 Fair Trade logo – License Package 28
5.6.2 Other Logos and License 28
5.6.3 Broadcast Rights – Music, Intellectual Property, etc. 28
5.7 Hire of Celebrities 29
5.8 Marketing Research, Public Relatio
ns, Personal Selling, Sales Promotion 29
5.8.1 Marketing Communications Agencies (Market Research) 29
5.8.2 Cool Hunters, Brand Development, Focus Groups 29
5.8.3 Tracking Studies 29
5.8.4 Provision for Negative Publicity 29
5.8.5 Press Releases 29
5.8.6 Personal Selling – Brand Development Manager 29
5.8.7 Personal Selling –Labour Costs – Cool Hunters Students 30
5.8.8 Personal Selling –Labour Costs – Cool Hunter Non-Students 30
5.8.9 Personal Selling –Labour Costs –Supervisors 30
5.9 Sales Promotion Road Show and Events 30
5.9.1 Sales Promotion Road Show Normal Size 30
5.9.2 Sales Promotion Road Show Stadium Size 30www.ukthesis.org
6.0 Budget 31
7.0 Gantt Chart Timeline for the Promotional Activities 31
8.0 Controls 32
9.0 Appendix Table of Content 34
Appendix 1, Bibliography 35
Books and Journal Articles 35
Websites and Online Resources 36
Other 37
Appendix 2, Tricks of the Trade 38
Appendix 3, Top 10 Climbers 40
Appendix 4, Budget 41
Appendix 5, Gantt Chart 42
List of Tables and Figures
Table 1: Implications For More Effective Use of Cause-related Alliances Page 12
Table 2: The Power of Integration in business communications 12
Table 3: Types of Advertising and CPM reached 13
Table 4: Outdoors Advertising’s Share Of Display Advertising1 13
Table 5: The Total Number of FTA UK Households (million), Q3 2002-Q4 2003 14
Table 6: Selected Leading Companies in the Home Viewing Market by Type of Activity, 2003 14
Table 7: Top 10 Radio Stations Ranked in Terms of Actual Listeners 15
Table 8: The Top 10 Web Parent Countries in the U.K. 2005 16
Table 9: Logo Poster Campaign Breakdown by Month and City 25
Table 10: Fair Players Poster Campaign Breakdown by Month and City 25
Table 11: Sales promotions Events: Dates and Locations Set 1 30
Table 12: Sales Promotions Events: Dates and Locations Set 2 31
Table 13: The Marketing Control Process 32
Table 14: Greatest Change in Number of Radio Listeners 40
Glossary of Terms
CPM – Cost per Million
CRM – Customer Relationship Management
FTA – Free to Air TV
MORI – Market and Opinion Research International
SWOT – Strengths, Weaknesses, Opportunities, Threats
