Sei sulla pagina 1di 34

Table of Contents

1. Background and Product Description..........................................................................................1


2. Target Market..............................................................................................................................2
2.1 Demographics........................................................................................................................2
2.2 Reasons of Target Market......................................................................................................2
2.3 Psychographics......................................................................................................................3
2.4 Size of Target Market............................................................................................................3
3. Campaign Objectives...................................................................................................................4
3.1 Informing Our Target Audience............................................................................................4
3.2 Educating Our Target Audience............................................................................................4
4. Advertising Programme...............................................................................................................5
4.2 Purpose of Advertising..........................................................................................................5
4.3 Advertising Strategy..............................................................................................................5
4.4 Advertising Medium..............................................................................................................6
4.4.1 Television advertisements..............................................................................................6
4.4.2 Newspaper......................................................................................................................8
4.4.3 SMRT train.....................................................................................................................9
4.5 Budget......................................................................................................................................10
4.6. Advertising Period..................................................................................................................10
6. Conclusion.................................................................................................................................11
Appendix A- General Household Survey 2005.........................................................................12
Appendix B- Table of Monthly Household Income from Work...............................................13
Appendix C- Sleepy Kids..........................................................................................................14
Appendix D- The Singapore Family- Modern, yet traditional..................................................17
Appendix E- Singapore Residents by Age Group.....................................................................19
Appendix F- Schedule of Advertisements over 2 months.........................................................20
Appendix G- Rates for TV (Channel 8) Advertising.................................................................21
Appendix H- StoryBoard of TV Advertisement........................................................................22
Appendix I- Example of Advertisement in The Straits Times..................................................25
Appendix K- Example of Advertisement in SMRT trains........................................................27
Appendix L- Rates for Advertising in SMRT Trains................................................................28
Appendix M- Advertising Budget.............................................................................................29
Bibliography..................................................................................................................................30
1. Background and Product Description
Our newly launched product is called the “Wakey Wakey pillow”. It is an alternative to the

traditional alarm clock as it will be able to help the user to combat the pressures of a “24 hour”

lifestyle. The pillow will provide functions such as LED fabric substrate below the surface to

wake the user up using gentle lighting functions. The LED fabric substrate is an array of LED

pixels that is builds up on a flexible lightweight substrate. Furthermore, the light will also be able

to function as a display, showing the time on the pillow surface. When it is time for the user to

wake up, the pillow will give a slow glow and gently wakes the user up. The natural waking

process helps to set circadian rhythm or “body clock” which will results in healthier sleep/wake

patterns.

In addition to the light function, the “Wakey Wakey Pillow” will also provide optional functions

such as vibration and sound alarms. The alarm tones of the pillow will alter every few days. This

is because the users may be used to the alarm tone if the same alarm tone were to be used

repeatedly. “Wakey Wakey Pillow” uses rechargeable lithium polymer battery for all its

functions.

In view of the multiple functions of our pillow, our “Wakey Wakey Pillow” will be priced at

$69.90.

1
2. Target Market

2.1 Demographics
Our target market for this promotional campaign would be the middle income full-nest families.

The age of the teenagers or young adults range between 14-25 years old while the parents are

aged between 40-50 years old. According to a general household survey conducted in 2005, there

are a total of 22231 residents in Singapore who have a monthly income between $3000 to $3999.

[ CITATION Sin05 \l 1033 ] Most of them are senior officials, managers, professionals or

executive in their workforce. (Refer to Appendix A) We have decided to target this group of

people because they have a high purchasing power; hence they are more likely to purchase our

“Wakey Wakey Pillow”. Furthermore, there is also an increase in the average household income

of $700 to$1000 in the year 2007 to 2008, as seen in the most recent study.[ CITATION Sin09 \l

1033 ] (Refer to Appendix B)

2.2 Reasons of Target Market


We have decided to target the full-nest families because during the parenthood stage, the

financial resources of the family change significantly as the parent progress in their career and

child-rearing and educational responsibilities gradually increase. Parents, especially Generation

X (born between 1965 and 1978) tend to be better educated, more affluent and more socially

aware. Their children often become the focus of their lives and they spend money accordingly.

2
2.3 Psychographics
Our target market, consisting of middle-income families, would consist of teenagers who are

innovators and opinion leaders. They will be attracted to our new product and be tempted to try

it. After trying out the product, they will share their feedback and opinions with their friends and

families members. Research has shown that many students often stay up late into the night to

complete their homework or projects.[ CITATION Tan08 \l 1033 ] (Refer to Appendix C)

Furthermore, they may also be too busy playing the latest computer games or spending too much

time partying. The common factor in their lifestyles is that it leads to the habit of sleeping late.

The other significant characteristics of our target market will be poor time management as they

often lack the ability to plan their time correctly and accurately for their daily schedule, thus,

waking up late.

Being part of a dual-income family, the parents usually spend more time on work, travel

overseas very often and have irregular working hours.[ CITATION The \l 1033 ] (Refer to

Appendix D) As a result, the teenagers and students are often left along at home in the morning

as their parents tend to leave for work earlier than them. With these, there is a phenomenon of

parents not spending enough quality time with their children which induces guilt in them. In

order to reduce the level of guiltiness, they will always try to get the best for their child. By

targeting at this group of people, they would be aware of the importance of punctuality and the

desire to have the “Wakey Wakey Pillow” so that their parents will purchase one for them.

2.4 Size of Target Market


According to the statistics provided by Singstat, there are a total of 1149200 residents within the

age group of 14-25 and 40-50 years old.[ CITATION Sin07 \l 1033 ] As such, this group of

residents will be the size of our target market. (Appendix E)

3
4
3. Campaign Objectives
Our campaign objective is to instill awareness, as measured by aided recall, of “Wakey Wakey

Pillow’s” existence, in students who faces problems waking up, within a time frame of 2 months.

Our target audience is middle-income families in the full-nest stage. We are aiming to reach

50% of our target audience and also 50% of our target audience will have knowledge of our

product.

Our promotional campaign will focus more on informing and educating, as our target market

needs to know of our existence and the features of our ‘Wakey Wakey Pillow”. We have decided

to neglect the “persuade” element in our promotional campaign because of the nature of our

target audience, who are opinion leaders as well as product innovators. They will come naturally,

if they feel that it suits their needs.

3.1 Informing Our Target Audience


We will apportion a high percentage of our promotional efforts on informing our target market

about “Wakey Wakey Pillow” so as to build awareness among the target audience over a period

of time so that they will have an impression of the “Wakey Wakey Pillow”. This would help to

increase our brand awareness in the local market.

3.2 Educating Our Target Audience


We will also place emphasis on educating our target audience about “Wakey Wakey Pillow’s”

featuers and benefits. Educating our customers is an important role in our marketing efforts. Due

to the high pricing adopted, our target audience would want to know exactly what they are

paying for, before they decide to purchase our product. We will educate our target audience

about the various features and benefits that our “Wakey Wakey Pillow” provides, such as the

light emitting, alarm and vibrating functions.

5
4. Advertising Programme

4.2 Purpose of Advertising


As a relatively new product in Singapore, “Wakey Wakey Pillow” has to effectively reach out to

its target audience. Reaching out to them helps to bring in the customers, and helps our new

product to gain market acceptance. Advertising also value-adds the brand, creating brand

preference and a favourable brand image of “Wakey Wakey Pillow”.

4.3 Advertising Strategy


Our advertising strategy, a brand image strategy, is to give “Wakey Wakey Pillow”, its own

identity, by communicating “Wakey Wakey Pillow’s” 3 distinctive features. We want our target

audience to instantly identify these 3 features when our product come acrosses their mind, hence

enhancing our brand image. We will use these 3 traits to appeal to the target audience and sell

our service. We will use vivid and alluring graphics to ensure that the advertisement is short and

impactful in delivering the message. Using a few words would also invoke curiosity and appeal

intellectually. Fonts are also carefully selected to ensure that words are easy to read, even from

afar. Layouts are designed in a sophisticated fashion that appeals to our target audience. The

words used in our messages have also been carefully selected, to ensure that our intended

message would be well-received, and avoid the “Clutter effect”.

Additionally, we aim provide value proposition to our audience by rewarding them with

information and knowledge. Through the practice of Integrated Marketing Communications, we

will deliver a consistent message throughout the different advertising medium, one which will

focus on the three features, and highlighting the brand’s image. Our advertising slogan will be

“Shine, Shout, Shake and Awake” which is alson known as 3 ”S” and 1 “A”. We hope that our

advertising slogan will allow our target audience to relate to the 3 features of “Wakey Wakey

Pillow”.

6
4.4 Advertising Medium
We have chosen to advertise in three forms of media, namely television advertisements,

newspapers and transit advertisements. This will allow us to diversify and reach out to our target

audience who are exposed to different mediums and have an even spread for our target audience,

which will lead to better coverage.

4.4.1 Television advertisements


We have chosen to utilize the massive reach of the television to be one of our advertising

mediums. We chose this medium mainly because of its vast reach to our target market and it is

also the one of the most used advertising medium to be used. In recent times, most of the citizens

in Singapore own at least one set of television. Besides having a vast reach to the target market,

television advertisements also allows its viewers to betterr comprehend the advertising message

that we are trying to convery to our target market and is done through the use of audio visual aid,

as a picture speaks a thousand words. As a result, the target audience will be able to better

understand the message our advertisements are trying to convey.

We chose to advertise on Channel 8 because this channel has programs that caters to our target

market. The channel broadcasts dramas during the 9-10pm slot where most families would

gather to watch them together; therefore this is a suitable channel for reaching out to our target

market.

4.4.1.1 Frequency
For the frequency of the advertisement, we have decided to air our advertisements 10 times

during the 2 month period. The advertisements will be aired for 2 times on the 1 st week and 1

time on the subsequent weeks till the 5 th week. On the 6th week, the advertisements will be aired

2 times and 1 time of week 7 and 8. All of these advertisements will be aired during the 9-10pm

time slot where the local dramas will be airing. (Refer to Appendix F)

7
4.4.1.2 Cost
The total cost of placing the advertisement on channel 8 is $90,000 for 10 advertisements which

will be aired for 2 months. (Refer to Appendix G) The cost is calculated by taking the base rate

for a 30sec commercial which is $1,000 multiplied by the time slot multiplier which will depend

on the time slot we have chosen, in our case it will be 9, multiply this by 10 which is the total

number of advertisements we will have and we will get $90,000. (Refer to Appendix M)

4.4.1.3 Story board


We will be making use of a 30 second commerical to advertise our product, “Wakey Wakey

Pillow”. We have also created a story board consisting of 6 scenes. In the first scene, we

illustrate the scene of dawn where the sun rises; depicting that it is already morning. In the

second scene, we will illustrate the scene of the character sleeping soundly on the bed, with his

alarm clock ringing for a long time but to no effect. In the third scene, we will illustrate the scene

of a mobile phone’s alarm clock ringing non stop but again, to no effect on the character. In the

fourth scene, we illustrate the scene of the character sleeping on our product, “Wakey Wakey

Pillow”, and the alarm starts to sound softly. In the fifth scence, we will illustrate the scence of

the pillow’s lights up slowly with the sound and vibration and the character starting to wake up.

Finally, in the last scence, we will illustrate the scene where our product logo zooms in and the

three functions of “Wakey Wakey Pillow”, light, sound and vibration is repeated again. The

messesage that we are trying to convery in the advertisement is that after using the pillow, the

user will be able to wake up on time promptly. (Refer to Appendix H)

8
4.4.2 Newspaper
The use of newspapers allows for mass audience coverage, as distribution of newspapers is

large-scale on a daily basis. It is also appropriate vis-à-vis our target audience because they

would usually pick up a newspaper to keep in touch with current affairs. Newspapers are also

easily available, and have high subscription rates.

We have decided to place an advertorial in The Straits Times, to capitalize on the high

viewership of newspapers, to inform and educate people about “Wakey Wakey Pillow”. It is

the country's highest-selling paper in any language. As of 2008, it has an estimated

readership of 1.23 million. (Wikipedia 2009)

4.4.2.1 Frequency
We have decided to play our advertisements on every Friday throughout the 8 weeks. For the 1st

and 6th week, we will be placing an additional advertisement on Wednesday as well so as to

increase the exposure of our advertisement to our target audience. (Refer to Appendix F)

4.4.2.1 Costs

The size of our newspaper advertisement will be constant throughout. Due to our budget

constraints, we have chosen to use the 108cmX 4 column. (Refer to Appendix I) For the

Wednesday’s charges, it will be a subtotal of $8964 while the charges for Fridays will be

$38448.[ CITATION Sin091 \l 1033 ] (Refer to Appendix J) In total, the cost of our newspaper

advertisement in The Straits Times will cost $47412. (Refer to Appendix M)

9
4.4.3 SMRT train
We have decided to advertise using the SMRT train by placing window stickers in the train.

With train ridership reaching 2.2 million daily, our advertisement will be able to reach and

expose to our target audience, thus increasing their awareness of our product. One of the major

benefits of advertising using the train is it delivers exceptionally strong frequency with many

passengers engaged in repetitive commuting behaviour. Train advertising also gives us the

opportunity to promote our product while the commuter has dwell time waiting in the train for

their destination to arrive. Advertising using the train is effective as it allows us to appeal to the

people visually. We can create interesting and attractive advertisement to attract their attention.

The stickers will be on 72 windows (one train) and it will be 25% coverage on each window. The

stickers are also printed double-sided so as to expose them to a wider coverage. (Refer to

Appendix K)

For the frequency of the advertisement, we have decided to place the advertisement in one of the

trains for the first 6 weeks in a 2 month period advertising campaign.

The total cost of placing the advertisement in the train is $4500 weekly. [ CITATION SMR09 \l

1033 ](Refer to Appendix L) Thus, as we will be advertising for 6 weeks, the total cost will be

$27,000 which is calculated by $4500 multiplied by 6 weeks. (Refer to Appendix M)

10
4.5 Budget
For our advertising budget, we have used two approaches to arrive at the final advertising

budget. The two methods are objective-task budgeting and the affordability method. Priority of

the mediums had been decided; firstly, the portion of the budget allocated for advertising in

Channel 8 during the 9-10pm slot would be determined by the objective-task approach, due to its

higher priority. After which, the leftover budget, the affordabiliity method, was split between an

advertorial in The Straits Times and advertising for two months via SMRT train advertisement.

(Refer to Appendix F)

4.6. Advertising Period


For our new product” Wakey Wakey Pillow”, we will be executing a 2 month advertising

campaign, focusing on building awareness and education. We have chosen a time frame of 2

months because of:

1) Budget Constraints ($165,000) (Refer to Appendix M)

2) After looking at the media rates, we feel that our campaign will be more effective if run in 2

months, rather than having fewer funds per month to spend on advertising over a longer period

of 12 months.

3) If the campaign were run in a longer period, the information of our new product may become

‘stagnant” and loses its appeal. People may filter out our intended message and this would result

in our advertising efforts becoming less cost-effective and less impactful.

11
Our advertising campaign will run towards the end of the year, from October to November.

During this time, people tend to be more willing to splurge on luxury items, as the holiday

season approaches. As such, we predict that our advertising efforts would be well-received

during this period of time.

6. Conclusion
We believe that our advertising efforts will allow us to achieve our desired promotional

objectives, which is to increase the awareness level of “Wakey Wakey Pillow” in the market, and

to educate our target audience about our product features. We believe that “Wakey Wakey

Pillow” will be a hit in the market with our advertising campaign.

12
Appendix A- General Household Survey 2005

13
Appendix B- Table of Monthly Household Income from Work

14
Appendix C- Sleepy Kids

News

Sleepy kids

Tan Dawn Wei

1139 words

20 July 2008

Straits Times

STIMES

English

(c) 2008 Singapore Press Holdings Limited

Nearly half of the primary school pupils polled say they are not getting enough sleep

On some nights, Mr Michael Devakishen resorts to certain tactics to keep his 11-year-old daughter awake.

Beverly has a packed schedule of ballet and piano lessons and science, maths and Chinese tuition. There's
daily school homework on top of that.

'Sometimes, when she has to stay up late because of so much homework, both my wife and I will keep her
company by making noises in the kitchen, or singing songs just to keep her awake,' said Mr Devakishen, 41,
a secondary school teacher.

While the Primary 5 pupil says she enjoys her extra-curricular activities, she also feels tired often.

Like Beverly, children all over Singapore aren't getting enough shut-eye on school nights.

In a poll of 200 primary school pupils by The Sunday Times, 62 said they slept seven hours or less a night,
64 managed eight hours while 74 had nine hours or more of rest.

Nearly half said they felt they weren't getting enough sleep each day, and homework and tuition were the
top reasons they cited for turning in late.

'It is definitely a cause for concern,' said Dr Jenny Tang, deputy head of paediatric medicine at KK Women's
and Children's Hospital, of children who suffer from sleep deprivation.

She has seen an increasing number of them checking in for sleep apnea, chronic sleep insufficiency because
of school schedules, or behavioural sleep disorders.

The recommended number of hours a child between the ages of six and 12 should sleep a day is 10 to 11
hours, said Dr Tang.

Teens need nine hours while adults can get by with about eight.

15
Primary school pupils aren't the only ones lacking sleep. A poll of 940 students in 26 secondary schools last
year revealed that 80 per cent of them were getting by with less than eight hours of sleep on school days,
while only 2.6 per cent were getting the recommended nine hours.

A new study by the Asia-Pacific Paediatric Sleep Alliance also showed that infants and toddlers in Singapore
got less sleep than their counterparts in the West.

The average bedtime for a Singaporean toddler is 9.45pm compared with about 8.30pm in Western
countries.

Ask parents why they're not putting their kids to bed earlier during the week and they point the finger at
schools which load the children with too much homework and activities.

Some kids make up for it during weekends by waking up later than usual.

Kathirevan Kalyanperumal, 10, has supplementary lessons, plus track and field and basketball training every
day of the week, which means he ends up sleeping just 6-1/2 hours a night.

He is so tired that he often falls asleep on the bus ride to school and sometimes dozes off in class.

And he doesn't use weekends to catch up on sleep either. 'I force myself to stay awake on weekends to
watch TV,' said the Primary 5 pupil. 'I won't be able to do it on school nights.'

His mother, Madam K. Bhargavi, 54, said that while Kathirevan used to sleep at 9.30pm, supplementary
classes to prepare him for the Primary School Leaving Examination (PSLE) have meant pushing back his
bedtime.

'I feel sorry for him because kids nowadays have so many things to do at school,' said the housewife.

Teachers say they see more children coming to school bleary-eyed; some even nod off in class.

'Parents want tuition for the children, teachers need to give them homework. Everyone is pushing the kids
for results. It's a vicious circle,' said a Chinese-language primary school teacher who did not want to be
named.

It's also not uncommon for children to stay back after school for two hours of co-curricular activities (CCA)
at least once a week and hour-long remedial lessons three times a week.

An Education Ministry spokesman said that lower primary pupils are taught in Health Education that they
should cultivate good daily habits, including having at least eight hours of sleep a day.

Mrs Kathryn Koh, principal of Anglo-Chinese School (Junior), said that her pupils tell her they have a lot to
do, especially those in Primary 5 and Primary 6.

'It is common to hear pupils complaining about the difficulties of balancing extra enrichment classes and
school work,' she said.

She added that play is an important part of a child's development. 'Some parents pack a child's day to 'keep
him occupied', as they are not comfortable with the thought of their child 'idling' at home.'

Mr Martin Tan, principal of Anderson Primary School, said schools are conscious of the need for pupils to
have sufficient rest and family time.

'It boils down to time management and this is where parents need to work closely with their children to
ensure they are spending their time at home wisely and making the right choices,' he said.

16
Indeed, discipline is lacking in many homes today, and that could be why children are going to bed later,
say teachers.

'The children's parents work and the maids can't control them, so they often do whatever they wish in the
afternoons,' said one primary school teacher.

Mr Devakishen suggests that schools introduce a flexible schedule where homework is given out three days
in advance.

'This way, the children would have more time to complete their homework and their schedules could be
worked out better,' he said.

If good grades are what parents and teachers are after, they should know that sleep deprivation can affect a
child's attention, memory, decision-making and creativity.

It can also cause him to become more irritable and can even lead to behavioural problems like hyperactivity
and disobedience.

As Primary 3 pupil Marcus Jerome Devakishen put it: 'Sometimes, I just want to sleep a little longer in the
morning.'

dawntan@sph.com.sg

17
Appendix D- The Singapore Family- Modern, yet traditional

the Singapore Family - Modern, yet traditional.

740 words

18 July 1999

Straits Times

STIMES

English

(c) 1999 Singapore Press Holdings Limited

A further breakdown of the statistics provided by the Community Development Ministry revealed that this
view holds sway even more strongly among working wives than among men. And never mind that they hold
down jobs, the chores at home are the women's work, say the working wives. JOANNE LEE talks to one
dual-career couple, financial controller Vincent Chang, 39, and Joon, 34, a human resource manager, about
their family routine.

HE SAYS:I'd like her to continue to work

"WE NEED two incomes to support the family and I'd rather Joon continued to work for as long as possible
than have her stay at home and be a housewife.

Right now, we are managing nicely because her mother helps us a great deal with Cheryl.

We both travel and entertain a fair bit, but we try to arrange it so that one of us is always around for Cheryl,
and we rely on her grandmother only as a last resort.

Although Joon takes leave from work to be with Cheryl when she is ill, I don't think she is the type who can
stay home and be a housewife for long.

In any case, we need two incomes because of the current economic uncertainty. But in an emergency, we
will have to look at it from a practical point of view and see who stays home for the kids.

18
Currently, my income is higher than hers, so it would be more practical for her to stay home if the need
arises. But you never know, this could change, and I could be the one staying home with the kids.

It all boils down to economics and we shall cross that bridge when we get to it.

With another baby on the way, the pressures of holding a dual-income family together are going to get
worse.

We thought having Cheryl was more than enough to handle, but she needed a sibling so we planned for
another. But I doubt there will be a third. It will be too hard to manage.

To help us with the pressure of looking after the baby, we have enlisted Cheryl's help so that she is well-
prepared to be a care-giver too.

We have involved her in the preparations for the baby's arrival. She was the one who chose his name, for
example, and decided to call him Bryan.

Hopefully, we will be able to manage two jobs and take care of Cheryl and Bryan with the help of my
mother-in-law. It will be difficult, but we will both continue to balance work and parenting as far as we can."

SHE SAYS:I can't afford to be a housewife

"BEING the mother, I tend to spend more time with our four-year-old daughter, Cheryl, than my husband.

She relates better to me because I am probably more approachable than her father. When she falls ill, I am
the one who takes leave from work to be with her. But I do it as part of my responsibility as a mother, not
because my husband expects me to.

I am also expecting a son in less than two months' time, so I'll probably be at home more during maternity
leave. I think employers in general are more inclined to be flexible with working mothers than with fathers.
Vincent is a financial controller so his work is not as flexible as mine anyway. We are lucky because we have
my mother to help out after Cheryl gets back from nursery school in the afternoon.

If we both need to travel, for instance, Cheryl stays with my mum. Although our maid is very capable, we
feel it is very important that our family brings up our daughter and plays the main role in her life.

If there were no one to look after my children, I suppose I will have to quit my job and look after them.

We discussed this and Vincent offered to stay at home and be a house-husband! But I don't think we can do
that, at least not on my salary! My being a housewife isn't a luxury we can afford. Even if I have to stay
home and look after her, I will probably contribute to our income, for example, by giving tuition."

(c) 1999 Singapore Press Holdings Limited.

Document stimes0020010911dv7i00d5l

19
Appendix E- Singapore Residents by Age Group

http://www.singstat.gov.sg/pubn/reference/sif2007.pdf

Calculation

Total population of Singapore Residents aged 14-25 and 40-50(estimate)

= age group aged 15-19 + age group aged 20-24 + age group aged 40-44+ age group aged 45-49

= 225300+257300+321000+315600

= 1149200 residents

20
Appendix F- Schedule of Advertisements over 2 months

21
Appendix G- Rates for TV (Channel 8) Advertising

22
Appendix H- StoryBoard of TV Advertisement

23
24
25
Appendix I- Example of Advertisement in The Straits Times

26
Appendix J- Rates for The Straits Times Advertisements

27
Appendix K- Example of Advertisement in SMRT trains

28
Appendix L- Rates for Advertising in SMRT Trains

29
Appendix M- Advertising Budget

Television Advertisements- Channel 8

Type of Advertisement Total Number of Insertions Cost Loading Total

Channel 8 (9-10 pm) 10 1,000 9 $90,000.00

Sub-
Total $90,000.00

The Straits Times

Type of Advertisement Number of Publishings Cost Size (cm) Total

Wednesdays 2 $ 41.50 108 $8,964.00

Fridays 8 $ 44.50 108 $38,448.00

Sub-
Total $47,412.00

SMRT Train

Type of Advertisement Total Number of Weeks Cost Loading Total

$4,500.0
Window Sticker 6 0 $27,000.00

30
Sub-
Total $27,000.00

Total $164,412.00

Budget Remaining $588.00

31
Bibliography
Singapore Press Holdings. (2009). Display Advertisement Rates. Retrieved July 28, 2009, from
SPH: http://www.sph.com.sg/adrates.shtml#straitstimes

Singstat. (2005). General Household Survey 2005. Singapore: Singapore Department of Statistic.

Singstat. (2009). Key Household Income Trends 2008. Singapore: Singapore Department of
Statistic.

Singstat. (2007). Singapore Resident Population, 2003-2007. Singapore: Singapore Department


of Statistic.

SMRT Media. (2009). Trains. Retrieved July 26, 2009, from


http://www.smrtmedia.com.sg/pdf/Train.pdf

Tan, D. W. (2008). Sleepy Kids. The Straits Times .

The Straits Times. (1999). The Singapore Family- Modern, yet traditional. The Straits Times .

32

Potrebbero piacerti anche