2. principles of advertising... mini adv project (billabong)

… 10 February 2014 …

ADVERTISING STRATEGY REPORT…for Billabong’s new Fashion-Line “Urban & Street Wear”

Prepared byAngela p. genders

For Graffiti Advertising AgencyOld Gold Coast HighwayGold Coast, 4215QueenslandAustralia

Table of Contents

1.0. Part 1: The Client… Billabong …page 1

2.0. Part 2: Situation Analysis …page 1

- 2.1. Personality Sketch …page 1

- 2.2. Brief History …page 1

- 2.3. Market Analysis …page 2

- 2.4. Competitor Analysis …page 2

3.0. Part 3: The Brief …page 4

4.0. Part 4: Creative Executions… …page 6

- 4.1. Radio Commercial Script …page 6

- 4.2. TV Commercial …page 7

- 4.3. Magazine Print-Advertisement …page 12

- 4.4. Newspaper Print-Advertisement …page 15

- 4.5. Online Banner Advertisement …page 17

- 4.6. Out-Of-Home Advertisement …page 19

- 4.7. Interactive Advertisement …page 21

5.0. Part 5: Media Placement… …page 22

- 5.1. Radio Script …page 22

- 5.2. TV Commercial …page 22

- 5.3. Magazine Print-Advertisement …page 22

- 5.4. Online Banner Advertisement …page 23

- 5.5. Out-Of-Home Advertisement …page 24

- 5.6. Interactive Advertisement …page 24

6.0. Conclusion… …page 25

7.0. Referencing …page 26

Assessment 3Mini Advertising Project

Swinburne UniversityBch Communication (Media)

[ADV10001] Principles of Advertising

Angela p. gendersStudent ID: 7588690

eLA: Fiona FowlerDate: 10 February 2014

… Billabong Pty Ltd …

1.0. Part 1 – The Client:

Billabong Pty Ltd.

2.0. Part 2 – Situation Analysis:

“How do you describe the life; experiences; personality; beliefs and journey of a

human being?” [Billabong. 2014]

2.1. Personality Sketch:

“Billabong International Limited is primarily a clothing company that also

produces accessories; wetsuits; eyewear and skateboard products under other

brand names”. [Billabong. Ask.com. 2014.] Yet as a result of the companies

collapse in 2008, with its inability to reach its younger opinion-leader target

market, “in 2010 Billabong bought 38 General Pants store in Australia to

maintain a presence. Billabong no longer found it financially viable keeping

open its Surf Dive n’ Ski and Jetty Surf stores and attempted to latch onto the

urban ‘cool’ associated with General Pants, who have moved increasingly

towards privately owned urban street wear”. [Ooi, T. 2010.]

2.2 Brief History:

Billabong was founded on Australia’s Gold Coast in 1973 by surfer and

surfboard shaper Gordon Merchant and his then partner, Rena. Though

initially the pair began the company by making boardshorts upon their kitchen

table, the brand found immediate traction through its high-quality and superior

functionality, company-sponsored contests and special events which later

followed. “By the 1980’s, Billabong had firmly established its place in

Australian surf culture”. [Billabong Corporate Overview. 2010.]

“The brand went from strength to strength with the company having an

estimated brand value of $2 billion (AU) in 2004”. [Asalama. 2010.] And

ADVERTISING STRATEGY REPORT…for Billabong’s New Fashion-Line “Urban & Street Wear”

Billabong Pty Ltd -situation analysis…

… Page 1 …


expanding into several international countries the likes of the USA, Canada,

Latin America, Brazil, South Africa, Europe, Japan, Asia and the Middle-East.

“Yet since then Billabong’s target market of 12-25 year olds has dwindled”.

[Mahmud, S. 2010.] “And in 2013 Billabong’s current brand value is

estimated to be worth $456.18 million (AU)”. [Bleby, M. 2013.]

2.3. Market Analysis:

Billabong lost its foothold on the youth-market with the introduction of cheap,

mass-produced factory-outlet warehouse-labels such as Supré; ASOS; City

Beach; Sportsgirl; etc.

Yet “Billabong’s Market-Awareness still holds 86% of the Australian

population, with Billabong being the preferred lifestyle brand in the 30-44 age

bracket”. [Billabong Strategy, pdf. 2012. Page 12.] This is the age-range, that

of the generation-x, to whom grew up during the 1980’s zenith of the

Billabong label, and still have strongly established branding within their

minds.

For the slightly older age bracket of consumers, the options for economic and

fashionable clothing dramatically decreases to the likes of Just-Jeans; Lowe’s;

K-Mart and Target.

By repositioning Billabong, with its currently pre-purchased fashion range of

urban-street wear during the integration of Urban Pants, now is the ideal time

to inform Generation-X that “we were there for you when you were growing

up, and we have grown up ourselves and are here for you now”. Offering the

quality, comfortable; fashionable; sexy; functional street-wear for the urban-

city cosmopolitan lifestyle that no other labels provide.

2.4. Competitor Analysis:

Fashion labels, whether targeted at men or women, are produced on mass for

that of the teenager and early 20’s markets. As such, that which is accessible



… Page 2 …


for the slightly older 25-40 age range are extremely limited. No longer

desiring that of long-flowing floral dresses; knee-length shorts; and most

certainly not bikinis and speedos, yet still want labels and styles of “fashion

that defines them”. [Billabong Strategy, pdf. 2012. Page 22.]

For this older age-range, that in which to choose from are the cheaper, more

disposable brands found within the likes of K-Mart and Target, these to which

either fade, or shrink after the first half-dozen washes due to their quality. Just

Jeans, a trusted and reliable brand true, yet beyond a pair of jeans and a t-shirt,

the range is extraordinarily limited. And beyond this is the likes of Myer and

David Jones, exorbitantly priced brands and labels more so provided for the

likes of cocktail; evening; and business wear.

There is a gap in the market for the 25-40 year old consumer, seeking that of

casual urban-street wear which can be worn from lounging around the home;

to coffee with friends; to drinks at the local pub; and social evenings out with

friends.



… Page 3…


3.0. Part 3 – The Brief:

Why are we advertising?

The goal is to re-establish brand distinction within the minds of the gen-x’ers, and by

extension, begin to establish within that of the gen-y’s. Through re-directing the

brands positioning of “surf/beach-wear”, into the new stylish and sexy “urban/street

wear” range.

To whom are we advertising?

The goal is to reach the 25-40 year old male and female demographic. The mid to

high-range income earners whom seek a quality age appropriate high quality urban

fashion range.

What do they currently think?

Billabong’s branding is well established within the minds of the gen-x’ers, yet the

belief is that Billabong is a “young”, “beach-going” fashion line.

What do we want them to think?

Billabong’s new urban-street fashion-line is a sexy; comfortable; high quality fashion

label that caters to the needs and lifestyles of the maturing consumer whom wants

comfort and practicality in the home, and funky age-appropriate style for socialising.

What is the single most persuasive idea or Unique Selling Proposition about

our product?

Billabong’s strong connection to the Australian-Lifestyle, the inner-city; urban-café

culture; and the social interaction of the cosmopolitan markets and galleries way of

life.

Why should they believe it?

Billabongs label is one you grew up with, and we have grown up with you. The new

Urban-Street Fashion line is sexy; edgy; versatile and comfortable that makes you feel


Billabong Pty Ltd -the brief…

… Page 4 …


stylish; young; and carefree at home and within social-situations.

What is the personality of the product or service?

Billabong is an Australian company for the Australian Urban-Lifestyle, we are

economic; loyal; dependable; sexy; active and social, making you look and feel

sensual and edgy at any age and in any place.

What media do we need to transmit this message effectively?

Billabong wishes to continue to support its existing loyal positioned consumer gen-

x’ers, whilst reaching out to a new generation through continued use of television;

radio; interactive bus-wraps; and sponsorship. With a whole new makeover to

embrace today’s current social-media trends, reflecting our new image within the

likes of facebook; youtube; intagram; etc.


Billabong Pty Ltd -the brief…

… Page 5 …


4.0. Part 4 – Creative Executions:

4.1. Radio Commercial…

Graffiti Advertising Agency 10 February 2014

Client: Billabong Pty Ltd

Product: Billabong’s New Fashion Line “Urban & Street Wear”

Title: Taking it to The Streets

Length: 35 seconds

Writer: Graffiti Advertising Agency

Medium: Radio

Music: “Sweet Disposition” -by the Temper-Trap

http://m.youtube.com/watch?v=vN7HQrgakZU

MUSIC: THEME--UP. ESTABLISH. ‘SWEET DISPOSITION’ BY THE

TEMPER TRAP. CONTINUE UNDER AFTER 3 SECONDS.

ANNCR: You know that feeling you get on the beach, no one around you, where

life just seems easy. Where at that moment in time you know…you can

do anything…

MUSIC: INCREASE MUSIC FOR FIVE SECONDS, AND THEN CONTINUE

UNDER VOICEOVER.

ANNCR: Billabong is with you on your road to ‘anything is possible’. For the hot

urban guy or the stylish girl, from the beach to the bar, Billabong is

taking it to the streets, making you feel as sexy and relaxed as you look.

(SLIGHT PAUSE) Billabong…we’re taking it to the streets.

MUSIC: FADE OUT FOR 3 SECONDS


Billabong Pty Ltd -creative executions…

… Page 6 …



4.2. TV Commercial…



Scenario: The advertisement begins with the music “Sweet Disposition” by the

Temper Trap. We see a black and white visual of a guy in his office

dressed in corporate attire, looking out the window to his urban

surrounds, perhaps dreaming of what could be. The next scene is

another black and white visual of a corporate woman sitting at her

desk, tired, stressed. In separate scenes, we seen them get up from their

desks and run out of their offices. As they leave their buildings, their

outfits go from professional attire to urban wear as they run through

the streets drawn by the allure of music in the distance, crowds of

people slowing joining them. As they arrive at where the crowds are

gathering to see a band play in the middle of the urban jungle, the

black and white visual slowly changes to colour, as though they’ve all

stepped out into the light, the crowd dancing and laughing to the music

in a slow-motion visual. The final scene is a black and white urban

screen with the blue Billabong logo, the voice over says, “Billabong,

taking it to the streets”.

Billabong TV Commercial

[Billabong Pty Ltd] [“Taking it to the Streets”] [‘1:00 TV’]

VIDEO AUDIO

1. Guy, dressed in corporate wear,

looking out office window to urban

surrounds. Black and white scene.

VO: nil

SFX: music, “Sweet Disposition” by

The Temper Trap (starts slow and soft)



… Page 7 …


2. Woman, sitting at desk, looking

exhausted and over it. Black and white

scene.

VO: nil

SFX: continue music

3. Guy suddenly jumps up and runs out

of office.

VO: nil

SFX: continue music

4. Woman suddenly gets up from behind

her desk, runs out of her office.

VO: nil

SFX: continue music

5. As we see guy running from building,

we notice his clothes have changed from

corporate to urban wear. He starts

running down the street.

VO: nil

SFX: continue music (music begins to

build in tempo and volume)

6. Woman runs from office building, no

longer in corporate dress sophisticated

urban wear, starts running down the

street.

VO: nil

SFX: continue music

7. Hundreds of people join them running

down the street before they all join the

crowd gathered to watch the band play

in an urban setting.

VO: nil

SFX: continue music (music has

reached its zenith of beat with the

‘chorus’ and volume is ‘high’)

8. Crowd gathers to watch band,

seduced by the music, the scene slowly

changes from black and white to colour,

people begin to dance and laugh, in a

slow motion visual.

VO: nil

SFX: continue music



… Page 8 …


9. As the song fades out, the screen

turns black. The blue Billabong street-

wear logo appears on the screen.

VO: Billabong (pause) taking it to the

streets.

SFX: music slowly fades out

Video Storyboard…

VIDEO AUDIO

VO: nil

SFX: music- “Sweet Disposition” by The

Temper Trap (starts slow and soft)


VO: nil

SFX: music continues



… Page 9 …



VO: nil


VO: nil


VO: nil

SFX: continue music (music begins to build

in tempo and volume)



… Page 10 …


VO: nil


VO: nil

SFX: continue music (music has reached its

zenith of beat with the ‘chorus’ and volume is

‘high’)

VO: nil


VO: Billabong (slight pause) “taking it to the

streets!”

SFX: music slowly fades out



… Page 11 …


4.3. Magazine Print-Advertisement…






Medium: Full-Page Magazine Advertisement

HEAD: Taking It To The Streets

SUBHEAD: For the Sexy-Girl & the Urban-Guy for a Social-Summer

ILLUS:

(…see subsequent page for full-advertisement)

COPY: Australian Made & Owned… Since 1973. Billabong is the trusted

Iconic-Australian brand of over 40 years, With Headquarters located

on Queensland’s Gold Coast, as well as locations around the Globe in

the United states; Canada; Europe; South Africa; Latin America;

Brazil; Japan; Asia & the Middle-East.



… Page 12 …


You Know & Trust Us Ladies… we have supported your body-

image and fashion-style since you were young. Now we have those

beautiful figure-flattering dressing to make you look fabulous whilst

out having cocktails with the girls, to the most comfortable pair of

jeans to pull you in and give you curves in all the “right” places for

those casual afternoons with your man.

Bringing it to The Streets... Billabong will now take you from the

beach; to the barbeque; to the bars, with our new range of “Urban

Street-Wear”. Our range is designed to make everyone from

generation-z on the beach to the generation-x in his office, go from

surfing and working - to hanging out with his mates at the local-pub,

clubbing on the strip, or taking his lady out for a romantic-dinner, all

whilst still looking cool and edgy.

LOGO:

SLOGAN: Taking It To The Streets



… Page 13 …


5.4. Newspaper Print-Advertisement…






Medium: Small-Corner Newspaper Advertisement


SUBHEAD: For the Urban-Guy Who Wants to Look Hot!

ILLUS:


COPY: - From the Beach to the Pub…

- From Work to the Cocktail-Bar…

- From hanging out with you Mates to Dinner with your Girl…

Billabong is Taking it to the Streets! Making you both look and feel,

hip; funky; edgy and urban in style and comfort.



… Page 15 …


LOGO:


Example of Actual Newspaper-Advertisement:



… Page 16 …


5.5. Online-Banner Advertisement…






Medium: Online-Banner Advertisement


SUBHEAD: For the Urban-Guy

ILLUS:


COPY: scroll down to see more…

LOGO:




… Page 17 …


Example of Actual Online-Banner Advertisement:



… Page 18 …


4.6. Out-Of-Home Advertisement…






Medium: Out-Of-Home Advertisement


SUBHEAD: For the Sexy-Girl Looking for Style

(side-of-bus) …Turn on Your Bluetooth Now

SUBHEAD: For the Urban-Guy

(back-of-bus) …from the beach to the bar

ILLUS:


Out-Of-Home Advertisement …Bus:

Buses are a highly-visible medium as they are not a “stationary”

advertisement, they are continuously moving throughout the populous,



… Page 19 …


and can be chosen towards placement of specific cities and suburbs

containing within them the chosen target audience consumer (i.e.

income-earning bracket; age range; and class-structure).

The chosen demographic for the campaign is that of the 25-40 year

old. Hence utilizing “sex-appeal” upon a highly visual platform within

beach-side cosmopolitan areas along the Australian Eastern Coast.

Also, with a bus, one develops full coverage with that of ‘users of

public-transport’, yet also ‘private-car owners’. And by placing the

phrase “turn on your Bluetooth now”, you are able to gain interactivity

through linking a mobile phone to a boutique YouTube commercial

only accessible via the link.

LOGO:


Example of Actual Out-Of-Home Advertisement:



… Page 20 …


4.7. Interactive-Advertisement…






Medium: Interactive Advertisement


SUBHEAD: For the Sexy-Girl & the Urban-Guy for a Social-Summer

ILLUS:

Interactive advertisement…

Any business these days not capitalising on the growing use of modern technology as

part of their marketing campaigns are not maximising their advertising dollar. The

chosen demographic for this campaign is the (14-25 year age bracket, by association),

yet primarily to the 25-40 year age group – those who also engage in highest usage of

smartphones and other electronic devices. In this campaign, we will maximise

advertising on Facebook and Instagram focusing on the 6pm to midnight bracket by

using these mediums to promote launches of new lines, sales and events, and special

promotions. Users will be encouraged to upload photographs of themselves to

Facebook and Instagram wearing their favourite Billabong outfit with weekly or

monthly vouchers up for grabs for winners.



… Page 21 …


5.0. Part 5: Media Placement Recommendations

5.1. Radio Advertisement…

According to Nielson (2012), radio is the ‘most personal’ of media. Whether at home,

at work, in the car or just out and about, radio reaches audiences in a timely manner.

There are approximately 22 million radio sets across the 5 capital cities; three quarters

of people in the five capital cities are reached by commercial radio and over 30%

listen to non commercial radio every week. The use of ‘drive time’ radio would be

most beneficial to the Billabong brand, from 9am - 12 noon then again 3pm - 6pm

weekdays and more afternoon-advertising on weekends. Placement upon our most

popular major metropolitan radio stations would the most economically feasible

solution. Most syndicate throughout regional Australia in addition to their city

broadcasting. Many are also available through the internet or via Podcasts, making it

possible to reach a global market and thus giving the widest possible broadcast net.

5.2. TV Commercial…

With consumer trust in television ads increasing from 56 percent in 2007 to 62

percent in 2013 according to Nielson, ad placement is vital in maximising

expenditure. Prime-time TV is a must for the Billabong brand to reach its target

audience en-masse. This is when most 25-40 year olds are relaxing after a long day at

work or taking a well-earned ‘time out’ over the weekend. Targeting our advertising

during major TV events should also be a priority. Utilising major commercial

television stations to maximise our advertising strategy is the goal. This TV ad is

more like a mini television event in itself. We want people to stop what they are doing

and watch. We want them to know that if they have left the lounge room during an ad

break and they hear this song, they KNOW what is on their screens. “TV remains the

front-running format for the delivery of marketing messages based on ad spend”

according to Nielson; Billabong must obtain then maintain their market share.

5.3. Print-Advertisements…

1. Full-Page Magazine Advertisement… Cosmopolitan Magazine


Billabong Pty Ltd -recommendations…

… Page 22 …


“Cosmopolitan Magazine is specifically targeted towards the 18-38 year old female

core-target”. [Cosmopolitan Media Kit. 2014.] As one of the primary objectives of the

advertising campaign is to expand the consumer group into the higher age-ranges, this

is the perfect medium for the intended social-class; and older, more mature urban-

woman. “Cosmopolitan is the Top-Selling Magazine within the ‘Lifestyle Category’

of print-media, with a circulation of 98,294 copies/year”. [Cosmopolitan Media Kit.

2014.] Hence, with the new, sexy, “Urban Street-wear” range from Billabong; this is

the perfect platform in which to reach the female aspect of the intended target

audience, especially if given the “inside cover” advertising space. As this is the

magazine of choice within the Australian, inner-city, hipster crowd.

2. Small Newspaper Advertisement… The Herald Sun

“The Herald Sun, owned by News Limited, and distributed throughout Melbourne

City in Victoria, had a circulation of 515,500 in 2012”. [Knott, M. 2013. Page 3.]

Melbourne is an Urban- Cosmopolitan City, hence the target audience, and primary

readership of newspapers being that of men, hence a masculine-specific designed ad.

The design being that of the timeless; sophisticated; urban feel of black and white

photography, with young, urban, sexy models, as backgrounds to that of a cobalt blue

font, allowing such to stand out more so as the only source of colour within the

advertisement. This most certainly is an unavoidable distractive platform.

5.4. Online-Banner Advertisement…

Nine MSN is an extraordinarily popular “homepage” for those of generation-x, due to

the fact that this is a search engine; online headline-news page; light-hearted youtube

viral-videos; link to the weather radar; email; etc. Therefore, this will achieve wide

exposure within that of both the male and female target audiences. “16,641 sites are

linked in to nine.msn.com.au, with 1,247 hits/day, and general to the general internet

population, men and women who went to graduate school are over-represented at this

site”. [Alexa, The Web Information Company. 2014]



… Page 23 …


And Facebook is a large, extensive platform upon which to place an advertising

banner to which will reach all age-ranges, and gender-roles within the target

demographic, as “11% of the world population has a Facebook account, 50% log onto

Facebook everyday, and almost 50% of 18-34 year olds check Facebook when they

wake up”. [Pring, C. 2012]

5.5. Out-Of-Home Advertisement…

Wrap-Around Bus Advertisement…

Bus-wrap is one of the primary sources of Out-Of-Home advertising, “viewers are

drawn towards a bus wrapping from top to bottom in a flashy ad”. [Hostarticles. 2008.

Page 1.] With utilising the design of the bus-wrap, for the above touched upon reasons

within the design, this most certainly is an unavoidable distractive platform.

By choosing major city beach-side suburbs, where younger people within the target

age bracket tend to either, or both, live and socialise. Full expose to the advertisement

is achieved as “the very fact that they are mobile gives them added advantage, travels

to every corner of the city, hence reaching the entire market. And unlike the television

or radio ads, bus advertisements cannot be turned off or muted; pedestrians and

drivers simply cannot miss a bus ad passing them.” [Hostarticles. 2008. Page 1.]

5.6. Interactive Advertisement…

According to Sensis (2012) 79% of large business has a social media presence; 84%

of people access the internet every day; 97% of social network users use Facebook:

and 63% of users access social media after work. As such, marketing should be

directed to consumers mainly between 5pm and midnight, with continued updates,

notification of sales and new lines posted on both Facebook and Instagram between

these times.



… Page 24 …


6.0. Conclusion

As you have seen from the storyboard and example advertisements; campaign-

strategies; and marketing concepts, Billabong intends to sweep all physical-world and

social-media forums to show our new modern, classy, and funky fashion line of

“Urban Street-Wear” for those within Generation-X whom hold solidified Branding

within their lives and minds of this great Australian Iconic Product.

There is a large gap in the market for this age bracket in which to find comfortable,

affordable, stylish casual, and smart-casual clothing to which we intend to fill.

Showing the mid to high-range earning, inner-city, cosmopolitan lifestyle is well and

truly supported by a company they know and trust and will make them feel young;

sexy and alive.

Our retro-styled campaign is designed to show the classic stylish feel of black and

white photography, all offsetting the colour-appeal of the cobalt-blue font most

favoured by those of adults, and representing that of ‘royalty’. We believe we have

designed a campaign which will resonate in years to come as one of the “classics”,

just like that of the infamous 1980’s era in which Billabong and her loyal consumers

both grew-up in together.


Billabong Pty Ltd -conclusion…

… Page 25 …


7.0. Referencing

Books:

• Dwyer, J. 2013. Advertising, Strategy, Creativity and Media. First Edition. Pearson

Education Limited. England.

Image Referencing:

(…chronologically placed in order of image)

TV commercial…

• Image 1… http://4.bp.blogspot.com/-WjV9FUowGk4/T-

8hAGmhjBI/AAAAAAAAAKU/76j0vx68ZVg/s1600/man+looking+out+of+wind

ow.jpg

• Image 2… http://ipravda.sk/res/2013/05/10/thumbs/dcera-rozvaha-uvaha-dilema-

clanok.jpg

• Image 3… http://cs1.elfilm.com/title/photo/w/elfilm.com-star-trek-into-darkness-

129868.jpg

• Image 4… http://www.hackcollege.com/wp-content/uploads/2013/04/paralegal-

studies.jpg

• Image 5…

http://s24.postimg.org/cepwhbvet/article_2372226_1_AEAA4_D8000005_DC_49

5_634x451.jpg

• Image 6… http://www.aceshowbiz.com/images/still/resident_evil_afterlife35.jpg

• Image 7… http://cdn.buzznet.com/assets/users16/30secondstomars/default/kings-

queens-video-still--large-msg-125799816973.jpg

• Image 8… http://peoplesbike.com/pplsen/wp-

content/uploads/2010/02/30+Seconds+to+Mars+kings++queens.jpeg

• Image 9… http://images4.fanpop.com/image/photos/21800000/30-Seconds-to-

Mars-Private-Concert-Montreal-May-4-jared-leto-21836567-449-300.jpg

• Full-page magazine… http://jankuhr.com/photography/wp-

content/flagallery/portrait-pictures/chris-portrait-tisch-2-for-web.jpg


Billabong Pty Ltd -referencing…

… Page 26 …


http://4.bp.blogspot.com/-WjV9FUowGk4/T-8hAGmhjBI/AAAAAAAAAKU/76j0vx68ZVg/s1600/man+looking+out+of+window.jpg



http://ipravda.sk/res/2013/05/10/thumbs/dcera-rozvaha-uvaha-dilema-clanok.jpg

http://ipravda.sk/res/2013/05/10/thumbs/dcera-rozvaha-uvaha-dilema-clanok.jpg

http://cs1.elfilm.com/title/photo/w/elfilm.com-star-trek-into-darkness-129868.jpg

http://cs1.elfilm.com/title/photo/w/elfilm.com-star-trek-into-darkness-129868.jpg

http://www.hackcollege.com/wp-content/uploads/2013/04/paralegal-studies.jpg

http://www.hackcollege.com/wp-content/uploads/2013/04/paralegal-studies.jpg

http://s24.postimg.org/cepwhbvet/article_2372226_1_AEAA4_D8000005_DC_495_634x451.jpg

http://s24.postimg.org/cepwhbvet/article_2372226_1_AEAA4_D8000005_DC_495_634x451.jpg

http://www.aceshowbiz.com/images/still/resident_evil_afterlife35.jpg

http://cdn.buzznet.com/assets/users16/30secondstomars/default/kings-queens-video-still--large-msg-125799816973.jpg

http://cdn.buzznet.com/assets/users16/30secondstomars/default/kings-queens-video-still--large-msg-125799816973.jpg

http://peoplesbike.com/pplsen/wp-content/uploads/2010/02/30+Seconds+to+Mars+kings++queens.jpeg

http://peoplesbike.com/pplsen/wp-content/uploads/2010/02/30+Seconds+to+Mars+kings++queens.jpeg

http://images4.fanpop.com/image/photos/21800000/30-Seconds-to-Mars-Private-Concert-Montreal-May-4-jared-leto-21836567-449-300.jpg

http://images4.fanpop.com/image/photos/21800000/30-Seconds-to-Mars-Private-Concert-Montreal-May-4-jared-leto-21836567-449-300.jpg

http://jankuhr.com/photography/wp-content/flagallery/portrait-pictures/chris-portrait-tisch-2-for-web.jpg

http://jankuhr.com/photography/wp-content/flagallery/portrait-pictures/chris-portrait-tisch-2-for-web.jpg

• Newspaper-advertisement… http://www.designscene.net/wp-

content/uploads/2011/03/Seth-Kuhlmann-by-Arnaldo-Anaya-Lucca-

MaleModelSceneNet-07a.jpg

• Online-Banner Advertisement… http://www.designscene.net/wp-

content/gallery/112012/david-beckham-bodywear-hm-02.jpg

• Side-of-bus advertisement… http://2.bp.blogspot.com/-S-lHKpwCcrk/TZ-

UHqg8gNI/AAAAAAAAGWM/gx9mR6Xqzp4/s1600/daria-werbowy3.jpg

• Front-of-bus advertisement…

http://th00.deviantart.net/fs70/200H/i/2012/293/b/6/urban_thoughts_by_theethereal

soul-d5iekra.jpg

• Back-of-bus advertisement… http://3.bp.blogspot.com/_R-

5kp8rvgMA/SnTDluF6R6I/AAAAAAAAHmI/Rq0s9O2p8Yo/s400/Sisley_Fall_W

inter_2009_10_Campaign_12.jpg

• Bus-advertisement template… http://thumbs.dreamstime.com/x/public-bus-

template-11327870.jpg

• Wrap-Around-Bus Advertisement…

http://i01.i.aliimg.com/img/pb/300/916/769/769916300_231.jpg

• Billabong Logo… http://images2.layoutsparks.com/1/132037/red-black-words-

poster.jpg

Websites:

• Alexa, The Web Information Company. 2014. NineMSN Australia. Alexa,

Internet, Inc. 8 February 2014. www.alexa.com/siteinfo/ninemsn.com.au

• Asalama. 2010. Billabong Planning & Marketing. PaperCamp. 9 February 2014.

www.papercamp.com/essay/7163/Planning

• Billabong. 2010. Billabong Corporate Overview, Company History. Pp 1-47.

Billabong. 8 February 2014.

http://www.billabongbiz.com/phoenix.zhtml?c=154279&p=irol-history

• Billabong. 2014. Billabong (clothing). Ask.com. 8 February 2014.

http://www.ask.com/wiki/Billabong_(clothing)#Early_History

• Billabong. 2014. Official Billabong Australia Website. Billabong. 2 February 2014.

http://www.billabong.com/



… Page 27 …


http://www.designscene.net/wp-content/uploads/2011/03/Seth-Kuhlmann-by-Arnaldo-Anaya-Lucca-MaleModelSceneNet-07a.jpg



http://www.designscene.net/wp-content/gallery/112012/david-beckham-bodywear-hm-02.jpg

http://www.designscene.net/wp-content/gallery/112012/david-beckham-bodywear-hm-02.jpg

http://2.bp.blogspot.com/-S-lHKpwCcrk/TZ-UHqg8gNI/AAAAAAAAGWM/gx9mR6Xqzp4/s1600/daria-werbowy3.jpg

http://2.bp.blogspot.com/-S-lHKpwCcrk/TZ-UHqg8gNI/AAAAAAAAGWM/gx9mR6Xqzp4/s1600/daria-werbowy3.jpg

http://th00.deviantart.net/fs70/200H/i/2012/293/b/6/urban_thoughts_by_theetherealsoul-d5iekra.jpg

http://th00.deviantart.net/fs70/200H/i/2012/293/b/6/urban_thoughts_by_theetherealsoul-d5iekra.jpg

http://3.bp.blogspot.com/_R-5kp8rvgMA/SnTDluF6R6I/AAAAAAAAHmI/Rq0s9O2p8Yo/s400/Sisley_Fall_Winter_2009_10_Campaign_12.jpg



http://thumbs.dreamstime.com/x/public-bus-template-11327870.jpg

http://thumbs.dreamstime.com/x/public-bus-template-11327870.jpg

http://i01.i.aliimg.com/img/pb/300/916/769/769916300_231.jpg

http://images2.layoutsparks.com/1/132037/red-black-words-poster.jpg

http://images2.layoutsparks.com/1/132037/red-black-words-poster.jpg

http://www.alexa.com/siteinfo/ninemsn.com.au

http://www.papercamp.com/essay/7163/Planning

http://www.billabongbiz.com/phoenix.zhtml?c=154279&p=irol-history

http://www.ask.com/wiki/Billabong_(clothing)#Early_History

http://www.billabong.com/

• Bureau of Circulations (ABC) audit. 2013. Bauer: Australia’s Top-Selling

Magazine Publisher. Bauer Media Group. 31 January 2014. http://www.bauer-

media.com.au/Magazines/bauer-australias-top-selling-magazine-publisher-.htm

• Cosmopolitan Media Kit. 2014. Cosmopolitan. Bauer Media group. 31 January

2014. http://www.bauer-media.com.au/cleo.htm

• Guest Author. 2013. Is Bus Stop Advertising Worth The Money? Brand Licensing

Expert. Brand Money Secrets. 2 February 2014.

http://brandlicensingexpert.com/2508/brand-latest/brand-licensing/is-bus-stop-

advertising-worth-the-money

• Hostarticles. 2008. Top Five Advantages of Bus Advertising. MyArticle. 31

January 2014. http://www.myarticle.com/Business/Advertising/Display-

Advertising/top-five-advantages-of-bus-advertising.html

• Knott, M. 2013. Newspaper Circulation Results Shocker: the contagion edition.

Crickey. 2 February 2014. http://www.crikey.com.au/2013/08/16/newspaper-

circulation-results-shocker-the-contagion-

edition/?wpmp_switcher=mobile&wpmp_tp=0

• Mahmud, S. 2010. Direct Marketing Webcast News. DM News. 8 February 2014.

http://dmnews.com/billabong-launches-i-surf-because-customer-acquistion-

effort/article/176001/

• Neilson, 2012. Nielsen Radio Advisor, Survey #6. Neilson. 8 February 2014.

http://www.nielsen.com/au/en/measurement/radio-measurement.html

• Nielson. 2013. ‘Under the Influence: Consumer Trust In Advertising’. Neilson. 8

February 2014. http://www.nielsen.com/us/en/newswire/2013/under-the-influence-

consumer-trust-in-advertising.html

• Ooi, T. 2010. Surfwear Retailer Billabong in $35m General Pants Deal. The

Australian. 8 February 2014. http://www.theaustalian.com.au/business/surfwear-

retailer-billabong-in-35m-general-pants-deal/story-e6frg8zx-1225933022145

• Phx.corporate-ir.net. Unlocking Billabongs Group’s Value. Billabong International

Ltd. Transformation Strategy.pdf. 2012. Phx.corporate-ir.net. 8 February 2014.

http://www.goodle.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=

0CDMQFjAC&url=http%3A%2F%2Fphx.corporate-

ir.net%2FExternal.File%3Fitem%3DUGFyZW5OSUQ9MTUxOTYxfENoaWxkS



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http://www.bauer-media.com.au/Magazines/bauer-australias-top-selling-magazine-publisher-.htm

http://www.bauer-media.com.au/Magazines/bauer-australias-top-selling-magazine-publisher-.htm

http://www.bauer-media.com.au/cleo.htm

http://brandlicensingexpert.com/2508/brand-latest/brand-licensing/is-bus-stop-advertising-worth-the-money

http://brandlicensingexpert.com/2508/brand-latest/brand-licensing/is-bus-stop-advertising-worth-the-money

http://www.myarticle.com/Business/Advertising/Display-Advertising/top-five-advantages-of-bus-advertising.html

http://www.myarticle.com/Business/Advertising/Display-Advertising/top-five-advantages-of-bus-advertising.html

http://www.crikey.com.au/2013/08/16/newspaper-circulation-results-shocker-the-contagion-edition/?wpmp_switcher=mobile&wpmp_tp=0



http://dmnews.com/billabong-launches-i-surf-because-customer-acquistion-effort/article/176001/

http://dmnews.com/billabong-launches-i-surf-because-customer-acquistion-effort/article/176001/

http://www.nielsen.com/au/en/measurement/radio-measurement.html

http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html

http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html

http://www.theaustalian.com.au/business/surfwear-retailer-billabong-in-35m-general-pants-deal/story-e6frg8zx-1225933022145

http://www.theaustalian.com.au/business/surfwear-retailer-billabong-in-35m-general-pants-deal/story-e6frg8zx-1225933022145

http://www.goodle.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDMQFjAC&url=http%3A%2F%2Fphx.corporate-ir.net%2FExternal.File%3Fitem%3DUGFyZW5OSUQ9MTUxOTYxfENoaWxkSUQ9LTF8VHlwZTOz%26t%3D1&ei=FOH1UuC-BlmslQXAooGABg&usg=AFQjCNGaq-M-coPuei28iuiijEyhfXZ8v1Q



UQ9LTF8VHlwZTOz%26t%3D1&ei=FOH1UuC-

BlmslQXAooGABg&usg=AFQjCNGaq-M-coPuei28iuiijEyhfXZ8v1Q

• Pring, C. 2012. 100 Social Media Statistics for 2012. WordPress. 8 February 2014.

http://thesocialskinny.com/100-social-media-statistics-for-2012/

• Schreiner, E. Demand Media. 2014. How to Write a Good Ad for the Newspaper.

Hearst Newspapers, LLC. 2 February 2014. http://smallbusiness.chron.com/write-

good-ad-newspaper-17242.html

• Sensis. 2012. Sensis Yellow Social Media Report. Sensis. 8 February 2014.

http://about.sensis.com.au/IgnitionSuite/uploads/docs/FinalYellow_SocialMediaRe

port_digital_screen.pdf

• The Newspaper Works. PDF. 2010. Australian Printed Newspaper Sales Ease in

Patchy Economy. The Newspaper Works Media Release. 2 February 2014.

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http://thesocialskinny.com/100-social-media-statistics-for-2012/

http://smallbusiness.chron.com/write-good-ad-newspaper-17242.html

http://smallbusiness.chron.com/write-good-ad-newspaper-17242.html

http://about.sensis.com.au/IgnitionSuite/uploads/docs/FinalYellow_SocialMediaReport_digital_screen.pdf

http://about.sensis.com.au/IgnitionSuite/uploads/docs/FinalYellow_SocialMediaReport_digital_screen.pdf

http://media.crikey.com.au/wp-content/uploads/2010/11/circulation.pdf

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