bt script

BT Family Campaign

Charlie Patrone 11004637 and Demi O’Shea 11000230

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Script

BT Family Campaign 2005-‐2011 Good morning, I’m Charlotte and this is Demi. We are here today representing AMV with regards to the BT advertising campaign and our future working with you.

The Campaign The objective of The Family campaign was to increase UK household penetration of BT broadband (Hopkins and Morris 2012). BT wanted to aim at as many potential customers as possible. A large majority of the British population watch soaps and can relate to the characters, so a campaign based around this could help BT identify with customers through telling a story (Hopkins and Morris 2012). It follows the story of a modern couple, Adam and Jane. Jane already has two adolescent children and the adverts follow their daily life in relation to BT services, such as a long distance relationship using the Internet and phone to communicate.

AMV BBDO AMV have created adverts for a range of different brands, for private, public and government run companies (Abbott Mead Vickers BBDO 2013a). It would be appropriate for BT to use AMV due to their vast experience and knowledge. Also, BT needed a creative advert to appeal to their target audience as for this campaign they were not aiming at early adopters even though this is what many technology companies do.

Target Audience

Target Audience Profile The geographic profile of the target audience would be the whole of the UK as British Telecommunications is a service intended for the use by the mass market (Hopkins and Morris 2012). As the target audience for the BT Family campaign is so broad, many aspects of demographic are not covered, however the social grades that BT aim at are ABC1C2D, as the only groups not aimed at are people who rely on state benefits and state pensioners. According to National readership survey (no date) this covers 92% of the population in 2010. The socio-‐economic groups that BT aimed The Family campaign covered 9 out of 15 of the groups categorised by Experian Ltd (2010). These were: Group B – professional rewards (8.23%), group C – rural solitude (4.40%), group D – small town diversity (8.75%), group F – suburban mind-‐sets which is the biggest group comprising 11.18% of the population and it is this category that appears to be the

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most similar to the family that is portrayed in the BT Family campaign, group G – careers and kids (5.78%), group H – new homemakers (5.91%), group I – ex-‐council community (8.67%), group M – industrial heritage (7.40%), group O – liberal opinions (8.48%). This totals 68.8% of the population, which is also a similar amount of the population, who are classified as the early and late majority with regards to technology, making the socio-‐economic profiles ideal for this BT campaign.

Roger’s Adoption Curve with UK Broadband Penetration at 2005 This graph shows that in 2005 only 34.5% of the population had broadband, which helped BT identify their target audience as those who had not yet experienced broadband.

Target Audience Psychographic Other brands at the beginning of this campaign were aiming at early adopters, whereas BT wanted to aim at the early and late majority, as shown on the previous slide. BT needed to show these consumers how broadband would fit in with their lives, rather than how it could change their lives as people in these categories may fear change (Hopkins and Morris 2012). The social value groups that BT aims at are; contented conformers and traditionalists, as both of these groups could be classified as the early and late majority on Roger’s adaption curve. This is because they don’t rush to change in the same way that the early adopters would, however they are also open to change.

Target Audience Behaviour For the intended target audience, the benefits to them would be that broadband fits in with their daily life, rather than changing their lifestyle because of it (Hopkins and Morris 2012). The consumer would purchase broadband as a yearly subscription, which could mean that they put more consideration into this as opposed to a fmcg. With regards to purchase behaviour, Ofcom (no date) state that 78% of adults in the UK currently have broadband. This could suggest that it is now a social norm for households to have Internet access and could motivate people to buy broadband. For many consumers, broadband would be classified as a want, however for some consumers it may be considered a need if it is used for work. When searching for broadband there are a few factors to be considered, such as price, speed, and how quickly it can be installed. Consumers will compare broadband, however as the BT adverts have quite a focus on speed; this could help them attract customers. Broadband is likely to be used daily due to societies reliance on the internet and things such as email and social networking. Patriotic consumers may be more likely to join BT because of its British associations. Ofcom (2008) found that BT focus on customer service, which could help consumers have positive beliefs about BT. Their focus on customer service could also help BT retain their existing customers as they may have a positive perception of the company.

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Target Audience Decision-‐Making

Target Audience Decision-‐Making This table shows the behavioural sequence model of how consumers make decisions about broadband services. Consumers may decide to look for broadband options approximately a month before it is needed so that they have a sufficient amount of time to compare broadband services. Identifying options would usually occur between the people within the household who pay the bills. Evaluating the options is more likely to include looking at online reviews now than they would have at the beginning of this campaign. Deciding on a broadband service provider will not happen until all options have been considered, and are decided upon by the purchaser of the household. Evaluating the broadband can happen any time after it has been installed and views can change over time depending on the service received.

Target Audience Decision-‐Making This campaign has aspects of slice of life as consumers can relate to what happens to the characters in the adverts. Their story shows a chipped reality (Hopkins and Morris 2012), which causes consumers to have an emotional connection with the family in the adverts; which is the way that BT ideally wanted their target market to respond. This emotional connection happens regardless of usual factors affecting how individuals process information, which are self-‐esteem, intelligence and introversion/extroversion (Percy and Rosenbaum-‐Elliott 2012). Hopkins and Morris (2012) also found that most of the British public could relate to the characters in a soap, which helped BT aim their campaign at such a large audience and for it to be successful.

Brand Position and Brand Imperatives

Competitive Advantage BT’s USP is that their fibre optic broadband does not require a phone line infrastructure, which is necessary when purchasing broadband from other companies such as Virgin Media. Khadim (2011) found that “cable services are only available to about 49 per cent of the UK population at present.” Also, BT have created ‘hotspots’ for their customers to use secure Wi-‐Fi outside of their home in certain areas. KeithW (2011) notes that ‘In June 2010, UK incumbent BT made unmetered Wi-‐Fi-‐hot-‐spot access available to all customers subscribing to its residential Total Broadband packages.’

Essence of BT The essence of BT is that it has always been a British company. The target audience BT aimed The Family campaign at, do not like change; therefore they may be more trusting of a company that has been around since 1846 (BT no date). BT was a public company until Margaret Thatcher privatised many government owned companies in 1984.

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Market Position Market position and competitors: This graph shows the market shares of fixed broadband providers in the UK, according to Ofcom (no date). As we can see here, BT has the highest percentage of market share, which is 29.3%. Negatives: Between 25th January 2010 and 21st January 2011, BT’s share price rose by 22.44%. Its competitors Sky and Virgin Media increased by 38.04% and 65.32% respectively over the same period. It is clear that Virgin Media experienced much faster rates of growth and that Sky is retained its dominance (Khadim 2011).

Marketing Matrix 2011 BT – 29.3% -‐ £105,100,000 Sky – 17.9% -‐ £10,691,948 Virgin media – 20.2% -‐ £55,500,000 TalkTalk – 18.5% -‐ £740,000 Market share on Ofcom (no date). Spend on advertising on Brad (2011). This shows that BT and Virgin Media’s higher spend on advertising has resulted in a higher percentage of market share for each company. The interesting part about this matrix is that although Sky has spent more on advertising than TalkTalk, it is TalkTalk who have a higher market share. This may only be by 0.6%, but the difference of spend on advertising is around £10million.

Communication Strategy When the need for broadband arises, it is essential that consumers recall BT and are aware that BT can satisfy their needs. Many consumers have a positive, transformational view of BT; therefore The Family campaign reinforced this view. To increase positive brand awareness the BT logo is shown in each of the adverts, and nearer the end of the campaign the characters are around the home hub and other products from BT. The brand purchase intention for BT is for customers to repeat-‐purchase to increase brand loyalty. This is shown in some of their press adverts reminding customers of their products rather than giving them information about the products (Percy and Rosenbaum-‐Elliott 2012).

Creative Strategy The purpose of this campaign was to get customers to relate to the characters and feel part of the BT Family (Hopkins and Morris 2012). The methods used to achieve this were chipped reality and slice of life, which were supported by the use of social media (Belch and Belch 2008). Hopkins and Morris (2012) also found that using chipped reality could help show how BT could help fix issues that occur in daily life. The tone and mood of the adverts creates a sense of belonging. This is because the family is modern, rather than nuclear which is more relatable to viewers at the

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time that the adverts were broadcast as Hopkins and Morris (2012) found that ‘…there are people all around that can relate to somebody in a soap.’

History of Campaign This advert is from the wedding near the end of the campaign, in which the public had used social media to vote for the dress beforehand. It shows Adam looking back on the story and summarises the main points within this.

Communication Objectives

Communication Objectives BT set out to achieve “a technology based advertising that very deliberately and purposefully reflected the everyman – the mainstream”. The business objective was “to increase UK household penetration of BT Broadband” (Hopkins and Morris 2012). In order to achieve this BT understood that “the true benefit of communication technology lies in how it makes everyday lives and relationships better”. BT ultimately put “ordinary people before broadband and they prospered as a result” (Hopkins and Morris 2012). Here is the very first television advert of The Family campaign. [PLAY VIDEO -‐ http://www.youtube.com/watch?v=tQ4LylqQ0_w (BT Campaigns 2010)].

Media Strategy The media strategy begins with the position of the BT product being sold within The Family campaign. Telecommunication products are a high involvement product “as the target audience must pay attention and learn something from the message to build a positive brand attitude that will lead to a purchase”. According to the Rossiter-‐Percy grid BT are placed within the transformational section, as the desire is to transform the consumers’ mood (Percy and Rosenbaum-‐Elliott 2011). BT’s aim is to “reconnect emotionally with its consumers” resulting in its position at the bottom right of the grid (Nolder et al. 2008).

Mediums From 2005-‐2011 the BT Family campaign used press, television, radio, cinema, outdoor, direct mail and Internet as mediums. “BT raised its ad spend on the year 2010 by a whopping 61% to £105.1m, making the company the highest-‐spending telecoms advertiser in 2010. BT’s 2010 budget was its largest of recent years, with its second highest figure in 2006 still £21.2m behind” (Brad 2011). The continuing trend is the largest slice of the budget both years was given to TV.

Why Television So, why did television get the highest spend? Because of its high impact, combining both sight and sound, its universal access and huge audiences, its ability to segment and target audiences, and finally, its ability to use cross-‐promotions and integrated marketing, combining all aspect of the campaign (Altstiel and Grow 2010).

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We see in this television advert a call to action to visit the social media page in order to communicate with consumers on a more personal level. Social media is used to support the traditional mediums, “BT let the public decide how the story would unfold, and almost two million people voted on Facebook – with over two thirds voting for Jane to fall pregnant. And the ad was even premiered on Facebook ahead of the national TV broadcast” (Marketing Blur 2011). [PLAY VIDEO -‐ http://www.campaignlive.co.uk/thework/1057866/] (Campaign 2011)].

Why Direct Mail? By 2010, direct mail received the second largest slice of the advertising budget, so why direct mail? At the beginning of The Family campaign one of the most successful direct mail campaigns was released, BT’s very own Swear Box, which read “Until you install broadband, we thought you could use this” this was sent to “30,000 target consumers” (Tapp 2008: p.225). The results of this campaign brought a 17% response rate, which was the best for any mailing in the BT Openworld vertical sector campaign, it also received coverage in the marketing press (Creative Advertising Archive no date). Direct Mail is the best way to put the advertising message in the hands of a potential customer. It invites and provides recipients with the means to take real, measurable, physical action (Altstiel and Grow 2010).

Why Press? The next largest slice of the budget was awarded to press advertising, so why press? Press advertising is selective, each magazine holds its own demographic of readership resulting in successful targeting strategies. The quality of print held by magazines is the best in the press medium category and magazines last longer than any other medium, we see magazines in shops and salons, weeks and months after print. Newspapers allow geographic segmentation as they are local, but can also be widespread. One of the key characteristics of a newspaper is its age; newspapers have been around for a long time, resulting in a trusting bond between consumers, making them also believable and convenient (Altstiel and Grow 2010).

Environment and Programming So where do we place these adverts and why?

Newspapers BT spent £19 million on its advertising with newsbrands in 2011, placing BT coverage in The Mirror, The Times, The Telegraph, The Sun, The Observer, The Independent, The People, The Mail, The Evening Standard and Metro (Newsbrands no date).

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Each of these newspapers hold their own demographic, with the ability to reach a larger audience.

Magazines “55% of the UK Population is classified as ABC1” this is the largest demographic in the UK (Ofcom 2010). We see here magazines such as Closer and Top Sante hold a high female readership rate and a just above and just below ABC1 audience however they reach two very different age ranges, Top Sante reach 45-‐54 year olds mainly and Closer reach the 15-‐24 year olds (Bauer Media Magazines no date). In comparison, Zoo and Golf World Magazine reach a high male audience, however Zoo magazines audience is 25-‐34 year olds whilst Golf World reaches the 65+ age range (Bauer Media Magazines no date). Not to discredit Zoo magazine but for BT’s ABC1 target audience, a 36.4% ABC1 audience is unsuitable in comparison to Golf World’s 74.4% readership audience of ABC1 (Bauer Media Magazines no date).

Outdoor With the aim to target 68.8%of the population, outdoor advertising must take place all over the country, with a dramatic increase within cities due to the high volume of people living and visiting those areas (Experian Ltd 2010).

TV Schedule Programmes such as Britain's Got Talent and Coronation Street on ITV, which reach 81% of ABC1’s in an average month, are a suitable place for BT to advertise (ITV Media no datea). Similarly, programmes on ITV2 such as Celebrity Juice reach 37% of individuals per week (ITV Media no dateb). Channel 5 reportedly receives 32million views weekly with programmes such as The Mentalist and CSI (Channel 5 no dateb). Sky 1 targets ABC1 men and women with programmes such as Modern Family and An Idiot Abroad (Sky no date). ITV3 reach 38% ABC1s a month with programmes such as Lewis (ITV Media no datec). Finally, ITV4 reach 39% of individuals a month with programmes such as UEFA Europa League (ITV Media no dated).

TV Campaign Analysis We can see here from BARB’s Reach Report for the months October through to December 2010, ITV holds the highest Television Viewing Rates, with the highest reach of ABC1 Adults however the Opportunity To See a BT advert would be 2.3. Whilst this is a good average, in comparison to ITV3, which holds the lowest Television Viewing Rates amongst the ITV channels and the lowest ABC1 Adult reach it gives the highest Opportunity To See on this table of results, alongside ITV2, ITV4 and Channel 5 (BARB 2013).

Seasonality When is the best time of year for the BT campaign mediums? This diagram displays the percentage quarterly spend by BT in 2010.

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Seasonality By breaking down the pervious diagram we can see the cinema budget is only used in the 4th Quarter, the UK cinema industry report November to be the highest grossing month for cinema admissions reaching 17.6million, October follows in third place with 16.8 million admissions, making the 4th quarter as a whole the top grossing in cinema admissions, therefore the widest reach for audiences to see the BT advert (Film Distributors’ Association no date). BT’s Internet spend is consistently £2million each quarter, the Internet, mainly social media is a new concept to use as a advertising tool, brands are to scared to place high percentages of the advertising budget but in turn are too scared to not be involved especially if competitors are (Divol et al. 2012). The three top spending mediums are TV, Press and Direct Mail. These are all traditional medium forms; trustworthy and proven consistently to show results.

High Level Media Plan 2010 We see here a high level media plan from 2010.

Proposition Furthermore to the analysis of the BT Family Campaign, we would like to propose a new advertising campaign.

New Campaign BT’s has a total of 10million customers, however its main competitor Sky, have a total of 10.6million (Benady 2012). We would like to propose a new campaign to increase our total consumers in order to be “number 1 in the telecommunication sector” (Benady 2012). “According to Michael Underhill, “BT is losing a lot of broadband subscribers to Sky, attracted by paying one bill for phone, TV and broadband. If BT can move some subscribers away from Sky, that will be a success” (Benady 2012). We aim to sell the BT package of line rental, broadband and BT’s new product, the YouView box. Our advertising campaign will target men, as our new product, the YouView box has sports channels directly competing against Sky and their own sports channels. By selling the package we believe a total switch over of customers from Sky to BT will be more likely. Our campaign will last a total of 12 months starting from June 2012. BT has found football is the most popular sport (BT 2011). The football season starts at the beginning of August and ends in May, by starting the campaign in June the hype is still relatively high from the previous football season to encourage customers to buy their package ready for the football season and during the 2012/13-‐football season. We will now propose three mediums ideas for the campaign; TV, Press and Direct Mail, in conjunction with the high spend of the mediums for our previous Family campaign.

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TV Advert The TV advert, will last 45 seconds. It begins with a shot of Man A watching the football on television, the phone rings. The shot changes to Man B who is watching the football on his tablet, he asks Man A on the telephone “what you doing?” Shot returns to Man A, who replies, “watching the football you?” Man B returns to the screen who says “me too”, we then see a social media instant message pop up, with Man C writing “what you doing?” the shot then moves to Man C sitting in front of his laptop, in a bored like mood, with the social media instant message pop up, Man B replies, “watching football you?” Man C types “nothing” looking very fed up. The screen turns white with a football instead of the BT logo spinning to change to the BT logo, the tag line then reads “BT, Join the team”.

Programming and Scheduling The male audience in the UK is watching, Sky1 (51%) Sky Quest (67%) Sky BET (60%) Shed (71%) Sky Horror (65%) MGM HD (65%) Sky Sport 1 (71%) 2 (71% 3 (70%) 4 (73%) Sky Sports News (76%) Sports F1 (68%) Races (87%) ESPN-‐C (74%) ESPN (75%) Extreme (68%) Discovery (69%) DiscHistory (67%) Science (72%) Turbo (75%) National Geographic (68%) History (63%) Military (80%) (Sky Media no date). Thinkbox (2013) research has found the male audience to be watching Channel 4, Bravo, Kerrang, ITV4, ITV, Five, SciFi Channel and UKTV. ITV Media says “ITV4 is an entertainment channel made for men, with a core audience of 25-‐44 year-‐old males” (ITV Media no dated). The male audience are watching predominantly Sky Channels with a large reach on sports associated channels. Thinkbox (2013) reports, “Although this audience is generally time-‐poor, TV still forms a staple part of their week. Weekend viewing is significantly higher, with 35 per cent of it occurring on Fridays and Saturdays (indicative of their love of sport) and predictably weekday viewing is focused around peak.” We will therefore schedule in accordance with this research.

Press Advert Here are two mock up press advert ideas. Showing both the YouView box in use and the BT home hub, with a male watching the football on both devices. BARB (2012) has reviewed the growth in television viewing via the Internet has increased year on year.

Figure 8: Growth in Television via the Internet (Source: BARB 2012).

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Press Environment According to Bauer Media Magazine (no date) and Thinkbox (2013) males of the UK mostly read the following magazines: Zoo (88.6%), Nuts, Loaded, Maxim, FHM (85.5%), Mens Health, GQ and Match (75.3%). And these newspapers: FT and The Guardian Therefore we will place our press adverts in these predominantly.

Direct Mail To complement our TV and press advert we will have a finger football direct mail being sent out to our consumers and potential new customers. A pitch with the BT logo around the outside will fold out ready for players to play with the football print insert to be crumbled into a football. An information pack will also work as a call to action for recipients to know more about our package deals.

Summary • BT aims The Family Campaign at a mass market primarily at ABC1C2D; using

chipped reality the campaign made it relatable to all. • The British association of the company has helped BT increase their market

share in the Broadband sector; another contribution to this could be the high spend on advertising.

• BT’s advertising budget is spread evenly throughout the year but largely higher amounts spent on television, press and direct mail mediums. The environmental and scheduling strategy was also evenly distributed throughout each medium. This is fitting with BT’s target to aim to the ‘everyman’ (Hopkins and Morris 2012).

• To increase total UK customers and beat competitors Sky, our new campaign will target men with football associations with our new package deal.

• Thank you very much for listening.

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British Telecommunications Plc (2012) BT Bringing it all together [Online] Available from: http://www.btonecloud.com/BT-‐One-‐Cloud.aspx [Accessed 8th April 2013]. Broadband finder (2013) Broadband and Evening & Weekend Calls [Online] Available from: http://www.broadband-‐finder.co.uk/providers/bt-‐broadband/?li=3&__ukwm=q:KW%7ct:W%7cs:G%7ca:10%7cc:200%7cg:78816%7ck:4278689%7cad:29203063879%7cst:S%7cn:g%7cce:%7cp1:%7cp2:%7cp:%7cend:1&gclid=CKXS1pf5u7YCFa3HtAodDg4Alg [Accessed 8th April 2013]. BT (2011) BT press releases [Online] Available from: http://www.btplc.com/News/Articles/Showarticle.cfm?ArticleID=5A201D74-‐D168-‐466D-‐95BD-‐20642AA8B0E9 [Accessed 8th April 2013]. BT (no date) Our History – looking back to the future. [Online] Available from: http://www.btplc.com/Thegroup/BTsHistory/index.htm [Accessed 28th March 2013]. BT Campaigns (2010) First Family ad. [Online] Available from: http://www.youtube.com/watch?v=tQ4LylqQ0_w [Accessed 6th April 2013]. BT Campaigns (2011a) Homemovers (Teddy) [Online] Available from: http://www.youtube.com/watch?v=UTS9BxowGRg [Accessed 4th April 2013]. BT Campaigns (2011b) The BT Wedding [Online] Available from: http://www.youtube.com/watch?v=Ze6z9bY5790 [Accessed 15th April 2013]. Bundlesligalounge (2012) ITV4 to screen Bundesliga highlights free-‐to-‐air in the UK. [Online] Available from: http://www.bundesligalounge.com/archives/911 [Accessed 15th April 2013]. Business Broadband (no date) BT Business Hub. [Online] Available from: http://business.bt.com/broadband-‐and-‐internet/business-‐broadband/bt-‐business-‐hub-‐router/ [Accessed 15th April 2013]. Cable, V. (24th August 2009) We need sport, not beer bellies and pruning. Mail Online. [Online] Available from: http://www.dailymail.co.uk/debate/article-‐1208428/VINCE-‐CABLE-‐We-‐need-‐sport-‐beer-‐bellies-‐pruning.html [Accessed 15th April 2013]. Campaign (2nd March 2011) BT ‘the wedding vote’ by AMV BBDO. Campaign. [Online] Available from: http://www.campaignlive.co.uk/thework/1057866/ [Accessed 4th April 2013].

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ESE Direct / Eastern Storage Equipment Ltd (2013) Male toilet sign [Online] Available from: http://www.esedirect.co.uk/p-‐2807-‐male-‐toilet-‐sign.aspx [Accessed 8th April 2013]. Experian Ltd (2010) Optimise the value of your customers and locations, now and in the future [Online] Available from: http://www.experian.co.uk/assets/business-‐strategies/brochures/mosaic-‐uk-‐2009-‐brochure-‐jun10.pdf [Accessed 4th April 2013]. Farey-‐Jones, D. (2010) Meccabingo.com in Britain’s Got Talent tie-‐up. [Online] Available from: http://www.marketingmagazine.co.uk/news/988914/Meccabingocom-‐Britains-‐Talent-‐tie-‐up/ [Accessed 6th April 2013]. Farhat, Amtul, Q. (2013) Margaret_Thatcher_Cropped1 [Online] Available from: http://www.themuslimtimes.org/2013/04/uncategorized/newsalert-‐margaret-‐thatcher-‐dead [Accessed 15th April 2013]. Feeley, M (2012) Virgin Media. Virgin Media relaunches movie pay-‐per-‐view services as Virgin Movies. [Online] Available from: http://www.thedrum.com/news/2012/09/14/virgin-‐media-‐relaunches-‐movie-‐pay-‐view-‐service-‐virgin-‐movies [Accessed 5th April 2013]. Film Distributors’ Association (no date) UK cinema admissions. [Online] Available from: http://www.launchingfilms.com/research-‐databank/ [Accessed 4th April 2013]. Fleming, R. (2010) ESPN to air most college football bowl games on Xbox Live. [Online] Available from: http://www.digitaltrends.com/gaming/espn-‐to-‐air-‐most-‐college-‐football-‐bowl-‐games-‐on-‐xbox-‐live/ [Accessed 15th April 2013]. Footballorgin (no date) Live SkySports News. [Online] Available from: http://www.footballorgin.com/2012/09/live-‐skysports-‐news-‐flash.html [Accessed 15th April 2013]. Furniture Nation (no date) Solid Oak Dining Sets. [Online] Available from: http://www.furniturenation.co.uk/solid-‐oak-‐furniture-‐range/solid-‐oak-‐furniture-‐pages/solid-‐oak-‐tables-‐chairs-‐living-‐dining.html [Accessed 15th April 2013]. HBH Woolacotts (2013) Sky Logo New. Sky Packages & Installation. [Online] Available from: http://www.hbh-‐woolacotts.co.uk/info/sky-‐digital-‐installation [Accessed 5th April 2013].

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Health for the whole self (2011) Mens-‐health-‐magazine [Online] Available from: http://www.healthforthewholeself.com/2011/05/distressing-‐news-‐about-‐male-‐models/mens-‐health-‐magazine/ [Accessed 8th April 2013]. Hopkins, S., and Morris, P. (2012) BT: How understanding the ordinary can achieve extraordinary results [Online] Available from: WARC [Accessed 4th April 2013]. Ibelieveinadv (2011) Welho Internet Services: World Cup Insert. [Online] Available from: http://www.ibelieveinadv.com/category/direct-‐marketing/page/14/ [Accessed 15th April 2013]. Icould (no date) The Guardian. [Online] Available from: http://icould.com/the-‐guardian/ [Accessed 15th April 2013]. ITV (no datea) Celebrity Juice. [Online] Available from: http://www.itv.com/celebrityjuice/ [Accessed 6th April 2013]. ITV (no dateb) Coronation Street. [Online] Available from: http://www.itv.com/coronationstreet/ [Accessed 6th April 2013]. ITV Media (no datea) ITV Key Demographics. [Online] Available from: http://www.itvmedia.co.uk/platforms/itv [Accessed 6th April 2013]. ITV Media (no dateb) ITV2 Key Demographics. [Online] Available from: http://www.itvmedia.co.uk/platforms/itv2 [Accessed 6th April 2013]. ITV Media (no datec) ITV3 Key Demographics. [Online] Available from: http://www.itvmedia.co.uk/platforms/itv3 [Accessed 6th April 2013]. ITV Media (no dated) ITV4 Key Demographics. [Online] Available from: http://www.itvmedia.co.uk/platforms/itv4 [Accessed 6th April 2013]. KeithW (2011) Case study: BT’s Broadband/Wi-‐Fi bundling strategy [Online] Available from: http://www.telecomsmarketresearch.com/blog/?p=115 [Accessed 3rd April 2013]. Khadim, B. (2011) BT: To Infinity and Beyond? [Online] Available from: http://duifg.com/index.php?option=com_content&view=article&id=292:bt-‐to-‐infinity-‐and-‐beyond&catid=54:technology-‐media-‐a-‐telecommunications&Itemid=135 [Accessed 3rd April 2013]. Lochardil Football Club (2012) Football2 [Online] Available from: https://blogs.glowscotland.org.uk/hi/LochardilFootballClub/2012/06/01/hello-‐world/ [Accessed 8th April 2013].

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Logo Pyramid (2012) BT. BT Group PLC [Online] Available from: http://www.logopyramid.com/member.php?mid=324 [Accessed 5th April 2013]. Lynch, E. (2011) Reasons for watching Live Football in your PC. [Online] Available from: http://live-‐sports-‐online.maxupdates.tv/reasons-‐for-‐watching-‐live-‐football-‐in-‐your-‐pc/ [Accessed 15th April 2013]. Marketing Blur (2011) Royal wedding has competition, as BT’s ‘Adam and Jane’ ads go viral. [Online] Available from: http://marketing.blurgroup.com/blog/royal-‐wedding-‐has-‐competition-‐as-‐bts-‐%E2%80%98adam-‐and-‐jane%E2%80%99-‐ads-‐go-‐viral/ [Accessed 4th April 2013]. Mobile wallpapers (2013) Abstract hd wallpaper 1 HD [Online] Available from: http://www.mobilewallpapers.tk/top_wallpapers/page/8 [Accessed 15th April 2013]. MountainWorks Communications LLC (2013) Man using laptop [Online] Available from: http://www.nanrussell.com/thetitlelessleader/index.php/2013/01/10/questions-‐build-‐self-‐awareness/man-‐using-‐laptop/ [Accessed 8th April 2013]. National readership survey (no date) What we do: lifestyle data [Online] Available from: http://www.nrs.co.uk/lifestyle-‐data/ [Accessed 14th April 2013]. Newsbrands (no date) Top 100 Advertisers. [Online] Available from: http://www.newsworks.org.uk/Top-‐100-‐Advertisers [Accessed 4th April 2013]. Nolder, L., Ross, A., and Dorsett, J. (2008) BT – A Swiss Army Knife of a campaign: how BT’s ‘Family’ campaign found ways to address multiple communication challenges. [Online] Available from: WARC [Accessed 10th March 2013]. Ofcom (2008) BT’s response to Ofcom’s consultation [Online] Available from: http://stakeholders.ofcom.org.uk/binaries/consultations/qos08/responses/bt.pdf [Accessed 4th April 2013]. Ofcom (2010) The Communications Market 2010: UK. [Online] Available from: http://www.ofcom.org.uk/static/cmr-‐10/UKCM-‐2.88.html [Accessed 6th April 2013]. Ofcom (no date) Facts & Figures [Online] Available from: http://media.ofcom.org.uk/facts/ [Accessed 3rd April 2013]. Pacific Magazines Pty Ltd (2013) Mens Health [Online] Available from: http://pacificmagazines.com.au/Pages/Magazines/Magazine.aspx?mid=1ab00104-‐8088-‐4c6d-‐b692-‐3aefdc07f4bd [Accessed 6th April 2013].

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PB works (2012) Case Study: Financial Times. [Online] Available from: http://pbworks.com/financial-‐times [Accessed 15th April 2013]. Percy, L. (no date) What is a behavioural sequence model? [Online] Available from: http://www.larrypercy.com/bsm.html [Accessed 29th March 2013]. Percy, L. and Rosenbaum-‐Elliott, R. (2012) Strategic Advertising Management Fourth edition. Oxford, United Kingdom, Oxford University Press. PML (no date) BT Infinity ‘Rollercoaster’. [Online] Available from: http://www.pml-‐ni.com/inv_northernireland.html [Accessed 6th April 2013]. Rahim, S. (2013) Lewis: Intelligent Design, part two, ITV, review. [Online] Available from: http://www.telegraph.co.uk/culture/tvandradio/tv-‐and-‐radio-‐reviews/9863087/Lewis-‐Intelligent-‐Design-‐part-‐two-‐ITV-‐review.html [Accessed 6th April 2013]. Saraf, S. (2012) Talk Talk: Muliticultural marketing campaign [Online] Available from: WARC [Accessed 15th April 2013]. Screen Education Edinburgh (no date) Documentary in Development at Channel 4. [Online] Available from: http://www.screen-‐ed.org/2012/documentary-‐in-‐development-‐at-‐channel-‐4/ [Accessed 15th April 2013]. Sky (no date) Advertising FAQs. [Online] Available from: http://www.skymedia.co.uk/Advertising/New-‐to-‐Advertising/faqs.aspx [Accessed 6th April 2013]. Sky1 (no datea) An Idiot Abroad. [Online] Available from: http://sky1.sky.com/sky1hd-‐shows/an-‐idiot-‐abroad [Accessed 6th April 2013]. Sky1 (no dateb) Modern Family. [Online] Available from: http://sky1.sky.com/sky1hd-‐shows/modern-‐family [Accessed 6th April 2013]. Sky Media (no date) Channel Profiles [Online] Available from: http://www.skymedia.co.uk/Audience-‐Insight/channel-‐profilesent.aspx [Accessed 15th April 2013]. Sport on the box (2013) Football: UEFA Europa League 2012/13. [Online] Available from: http://sport-‐onthebox.com/2013/02/10/football-‐uefa-‐europa-‐league-‐201213-‐last-‐32-‐live-‐on-‐itv-‐espn/ [Accessed 6th April 2013]. Tapp, A. (2008) Principle of Direct and Database Marketing: A Digital Orientation. 4th edition. Essex, UK, Pearson Education Limited.

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The Advertising Archives (no date) 2011 BT Magazine Advert. [Online] Available from: http://www.advertisingarchives.co.uk/index.php?service=search&action=do_quick_search&language=en&q=BT [Accessed 4th April 2013]. Things Bogans Like (2010) #111 – Zoo Weekly. [Online] Available from: http://thingsboganslike.com/tag/zoo-‐weekly/ [Accessed 15th April 2013]. Thinkbox (2013) Audience Profiles [Online] Available from: http://www.thinkbox.tv/server/show/nav.914#Men1 [Accessed 15th April 2013]. Walley, N. (2012) YouView Boxes Are Like London Buses. [Online] Available from: http://www.v-‐net.tv/youview-‐boxes-‐are-‐like-‐london-‐buses/ [Accessed 15th April 2013]. Webmaster (2013) Bravo channel – love the reality show. [Online] Available from: http://atlosangeles.com/post/2012/03/18/Bravo-‐channel-‐love-‐the-‐reality-‐show.aspx [Accessed 15th April 2013].

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