CASSIE MESTRE LISSET RENDON MARISSA PANIAGUA STEPHANIE LIEBLICH PAIGE WOLKE

INDEX
COMPANY2 MAIN PRODUCT LINE.3-4 NATURE.5 PURPOSE.5 RETAIL PRICE5-6 CURRENT POSITIONING...6 CURRENT TARGET AUDIENCE..7 PROSPECTIVE TARGET AUDIENCE..7 PSYCHOGRAPHICS, VALS, BEHAVIORAL INFORMATION.7-8 COMPETITIVE ANALYSIS.9-10 LEGAL CONSIDERATIONS..11 SWOT ANALYSIS..12-13 PROBLEM STATEMENT & PYRAMID...14-15 GOALS FOR MEDIA PLAN16-17 NATIONAL MEDIA..17 REACH AND FREQUENCY17-18 BUDGET.18 DMA..18-19 SCHEDULING STRATEGY19 FCB.20 MEDIA STRATEGY.21 MEDIA PLAN EFFECTIVENESS..21-23 MEDIA VEHICLES (EXAMPLES)24 MEDIA PLAN (YEAR AT A GLANCE)..25 CONSTELLATION BRANDS COMPARISON ..26 MEDIA MIX & QUINTILES..27 REFERENCES28-30

COMPANY
SVEDKA is a vodka manufacturing brand out of Lidkoping, Sweden. It is owned by Constellation Brands, a company based in New York. It was established in 1998 by Guillaume Cuvelier and acquired by Constellation Brands in 2007. Constellation Brands focuses on building sustainable growth by adhering to their core values and small business philosophies. The company vision is to elevate life with every glass raised. SVEDKAs mission is build brands that people love; artfully, smartly, and responsibly and SVEDKAs core values are based in people, quality, entrepreneurship, customer focus, and integrity. SVEDKAs strategic imperatives that define what the company must do to achieve profitable and sustainable growth are: build brands to grow revenue faster than the market, apply rigorous financial discipline, and build the best organization. Constellation focuses on Corporate Social Responsibility by making an effort to improve the health and well-being of the people and the environment at each of their locations around the world. SVEDKAs CSR platform has a three-pillar platform: sustainability, giving and social responsibility. SVEDKAs sustainability efforts include a California solar initiative, using grape skins to generate power, and carbon footprint disclosure and SVEDKA promotes social responsibility by advocating responsible drinking and responsible advertising and marketing. SVEDKA gives back to causes for education, health, and the arts and culture. (cbrands.com)

MAIN PRODUCT LINE

Constellation Brands is a provider of over 100 wines, beers and spirits. Constellation Brands is an S&P 500 Index and a Fortune 1000 company. In addition to SVEDKA Vodka, their premium products include Robert Mondavi, Clos du Bois, Kim Crawford, Inniskillin, Franciscan Estate, Ruffino, Simi, Estancia, Corona Extra, and Black Velvet Canadian Whiskey. Constellation Brands is the leading wine producer in the world, leading premium wine company in the US, leading wine company in Canada, a leading supplier in New Zealand, and a leading beer importer and marketer in the US through their Crown Imports joint venture with Mexicos Grupo Modelo. Constellation Brands acquired SVEDKA in 2007. The brand vision is to put fun back into the vodka category. They aim for a hip and fun brand image while remaining a highquality, premium import vodka. SVEDKA is offered in a variety of flavors including Grape, Cherry, Citron, Clementine, Vanilla, and Raspberry. They recently released a new flavor called Colada which is marketed as a summer flavor. The original vodka is 40 percent alcohol by volume (80 proof) while the flavors are each 35 percent alcohol by volume (70 proof). Richard Sands, the chairman and chief executives officer for Constellation Brands, said upon the acquisition of SVEDKA Vodka, SVEDKA will play a key role in expanding our premium spirits business by providing us with a terrific and rapidly growing vodka brand in the largest US spirit category. Through continued marketing investment in SVEDKA, we look to maximize the brands long-term potential growth and value.
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SVEDKA is now the fastest growing major imported premium vodka in the United States. SVEDKA is one of many successful brands owned by Constellation. The success of the company is therefore not solely dependent on the success or failure of SVEDKA Vodka. However, Constellation Brands is doing well in the market. On October 5, 2012, they announced quarterly earnings of $.067 per share for 2013Q2, beating the consensus estimate of $.054. A study from the University of Virginia published in December of 2011 states data that defends the market success of the SVEDKA brand even despite an economic depression in the US: In Constellations Q3 Fiscal Report in January 2009, SVEDKA was highlighted as a midpremium spirits brand that was outperforming the marketplace. SVEDKAs ongoing stellar growth rate illustrates the power of a brand that is connecting with consumers in the United States from coast to coast, President and Chief Executive Officer Rob Sands said.

As of April 2009, SVEDKA was the number-one growth brand within the top 100 premium spirits worldwide.17 The brand had become the third-largest imported vodka in the United States, behind only Absolut and Grey Goose. Although the failure of the SVEDKA brand would not terribly hurt Constellation Brands, the apparent success of the SVEDKA brand surely contributes to an increase in earnings for the company.

NATURE
The main ingredient in the creation of SVEDKA is wheat. It uses only 3 pounds of high quality Swedish wheat to produce one bottle, purified in a 5 column distillation process that lasts over 40 hours. This distinctive distillation process produces premium vodka that does not require the customary charcoal filtration. It adds a natural sizzling taste appreciated in the United States. Then it is blended with the finest spring water, giving SVEDKA its pure and crisp finish.

PURPOSE
SVEDKA wanted to reinvent the vodka category by being the first brand to let consumers have it all a high quality, premium Swedish import with a stylish and fun brand image at an affordable price. Cuvelier said, My plan was to be the first to effectively develop and produce 80-proof Swedish vodka immediately after the reopening of the market, he explained. I wanted the vodka to be from Sweden so I could take advantage of the Absolut tailwind.

RETAIL PRICE
Cuvelier, had the option of imitating the premium prices of recent imported vodka successes or emulate the under $10-per-bottle market, which Cuvelier estimated was approximately 80% of the market volume that ranged from $5 to $9 for 750 ml bottle. However, pricing was tricky and critics warned Cuvelier that if the price were too low, consumers might think the vodka was low-quality. But if SVEDKA were priced too high

ranging from $25 to $30, consumers might question its value. And then there was the third opportunity: to be a midtier player between the high and low price spectrums

A midrange price would risk SVEDKA getting lost among the more premium brands. Already, higher-priced brands were encountering competition from the superpremium competitors. However, Cuvelier believed that a $16 midprice vodka could capture some volume sales from the under-$10 market. This standard vodka category had never been expanded to include consumers who were willing to stretch their wallets a little bit, he said.

To reach a final everyday suggested retail bottle price, Cuvelier had to consider the costs along the wholesale and retail channels. The wholesalers net laid-in costs were the sum of the free on board (FOB) price, the U.S. Federal Excise Tax (FET), state tax, and freight costs. (The FET per proof gallon was $13.50 in 1998.) SVEDKA classified the mandatory FET and individual state taxes (which varied by state) as hard production costs.

CURRENT POSITIONING
SVEDKA is viewed as a budget-brand spirit. Therefore, Cuvelier wanted to position SVEDKA as a premium vodka that will appeal to more affluent and image conscious buyers while low price will continue to appeal to budget- conscious consumers. As Cuvelier said, I believe that SVEDKA is the only brand in the vodka category to bridge the two ends of the category, appealing to both upgraders and consumers looking for the best possible value.

CURRENT TARGET AUDIENCE

SVEDKAs current target audience consists of male and females ages 21-44 years old. The brand calls their target audience the socializer because it, drives image and spreads the word on whats current and whats hot. This category of the market consumes about of all vodka in general. Bars and restaurants are where this target audience consumes SVEDKA the most. Theirs strategy of targeting this audience is done but using a futuristic theme that appeals to their trendy personalities, partying and interest in techno music.

PROSPECTIVE TARGET AUDIENCE

Their prospective primary target audience is young, working adults ages 26-35 who are more likely to drink and go out on the weekends. These consumers are on a budget but still appreciate higher quality products such as premium vodka. SVEDKAs prospective secondary target audience are college-aged students 21-25 who are more likely to drink and go out on the weekends but generally have a much lower budget than the prospected primary target audience of young, working adults.

PSYCHOGRAPHICS, VALS, BEHAVIORAL INFORMATION

The general characteristics of SVEDKAs target audience would be considered young, heavy users of technology and quick to pick up on trends. Young people enjoy going out with their friends on weekends to clubs, bars or house parties where they will be surrounded by alcohol. Celebrities, sex appeal and athletes appeal to this audience because they place a high emphasis on feeling up to date with trends and looking their best physically. SVEDKAs mascot, the female robot appeals to young peoples high value for sex appeal and
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is good at attracting the futuristic perspective of the new generation. Young people would be considered early adapters to the product because SVEDKA is condensed into the overall alcohol market which has been around over a hundred years.

In terms of consumer behavior, Young Adults Are Impulsive Buyers with Low Brand Loyalty, which will cause problems to SVEDKA since they are competing with many other brands in their vodka category. Our target market is extremely attached to the internet and their cell phones in order to get information quickly and for their own social purposes. SVEDKA uses many different types of media to advertise their brand such as magazine ads, social media websites and outdoor advertisements on billboards, bus tops and in subway stations. Much of this media would be considered lean backward type of advertising but there are a lot of ways SVEDKA uses lean forward tactics as well. Similarly, they tend to use more non-traditional medium tactics to increase their brand awareness to their target audience at the same time using traditional media like magazine ads. Their commercial on YouTube has gotten over 17,000 views and their Facebook page has over 250,000 likes. This shows how important social media is for SVEDKA and how it is one of the best ways they could improve and maintain their brand loyalty.

COMPETITIVE ANALYSIS
SVEDKAs main competitors are other vodkas of similar pricing. The three main competitors are Absolut Vodka (~$21.99), Smirnoff (~$16.25) and Sky Vodka (~$16). SVEDKA is priced at around $16. All prices are approximate as they may differ depending on city and region. According to various sources and Information Resources, Inc., Smirnoff is the number one selling alcohol in the United States. However, considering Smirnoffs large market share, this report will instead consider Absolut as SVEDKAs primary competitor. Absolut Vodka is SVEDKAs biggest competitor as they are the leading imported vodka brand. Additionally, Absolut and SVEDKA are both Swedish vodka. Indirect competitors would include other top selling spirits such as rum, whiskey, beer and wine.

According to Shanken News Daily, almost every spirit category is decreasing in market sales however that is not the case for imported vodka. SVEDKA, Pinnacle, Three Olives and Sobieski are rising with a combined share of 15% in 2007 to 32% in 2010. The sales of these four imported vodkas has grown by 22% since 2007 however, excluding these four brands, vodka sales have declined by approximately 2%.

Generally, spirits and vodka sales are declining but imported vodka sales have been steadily increasing. This could be looked at as both an opportunity for SVEDKA to overcome other vodkas but it may also be looked at as a threat seeing as Absolut Vodka is also an imported vodka and potentially may rise in sales along with the previously named imported vodka brands. In 2010, SVEDKAs market share was 4.7% and Smirnoffs market share was 16.2%. Absolut had 11% market share in 2007.

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LEGAL CONSIDERATIONS
Alcohol Advertising is highly regulated in the U.S. The U.S. government strongly enforces and restricts advertising alcoholic beverages to young people; therefore, Alcohol advertising must be done very carefully. Restrictions can include local or state laws, or a company can voluntarily implement policies in order to keep a good brand image. The Federal Trade commission (FTC) is an agency of the government in charge of implementing trustful and safe advertising and preventing unfair and deceptive advertisements, including concerns with alcohol advertising. The FTC has implemented certain restrictions according to alcohol advertising:

Advertisements must be placed in media where 70% of the audience is over the legal drinking age Messages should not appeal to people under the age of 21 Advertisements must not encourage irresponsible drinking

Social Networks have also set new guidelines for advertising alcoholic beverages in the Internet in order to prevent marketing to people under the legal drinking age and children. Policies include restricting access to people who are not legally allowed to drink and controlling improper messages. Sites are also monitored to make sure they are promoting responsible drinking.

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SWOT ANALYSIS STRENGTHS

Several Awards from San Francisco World Spirits Competition, &Wine Enthusiasts Magazine High Quality Taste, it is distilled 5 times Simple packaging & logo Glass bottle gives off an aesthetically pleasing look Variety of flavors: citron, clementine, raspberry and vanilla Affordable price Highly ranked #3 imported vodka Popular among young generation Category sales of vodka are going down, but brand sales of SVEDKA are increasing

WEAKNESSES
Many misconceptions of their current advertising campaigns Current mascot frowned upon due to its sex symbol representation and Similarity to character from i-robot movie Their current campaign does not highlight any qualities of the product

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OPPORTUNITIES
Younger generation seeking a high quality tasting vodka at a low shelf price Advertising can be more relevant to todays generation target audience Advertising can also be more mature Poor economy means that an older market would be more open to inexpensive high quality vodka

THREATS
Highly competitive market Absolut and Smirnoff dominate in market share Budget does not allow for television advertising Other liquors are more popular among target audience, like beer and rum

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PROBLEM STATEMENT
SVEDKA lacks the ability to appeal to their target market and remains unknown among a large percentage of the population. Their previous campaigns have featured a sexy female robot and position SVEDKA as The #1 Vodka of 2033. However, SVEDKA has the opportunity to focus its strength of being inexpensive but still a high quality vodka. By focusing their integrated marketing campaign to be more mature and create a more current advertising campaign, they can position themselves toward an older market and more mature market. SVEDKA could generate new customers who are not aware of the benefits of purchasing SVEDKA over other inexpensive high quality import brands of vodka.

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GOALS FOR MEDIA PLAN

We aim to increase awareness from our target audience through reach, rather than through frequency, so that we can increase SVEDKAs market share from 4.7% to ideally 6%. Since one of SVEDKAs main problems is awareness of the brand, a reach centered strategy will allow us to increase awareness of SVEDKA as a top shelf premium vodka. A frequency centered strategy is recommended only after SVEDKA has successfully increased reach.

Our media strategy will aspire to engage consumers by making them feel that SVEDKA is a top shelf vodka for a relatively low price. We will aim to increase awareness through the use of television commercials and magazine print ads that are popular among our target audience. Other media will include out of home and social media advertising. Suggested media vehicles include Nylon, GQ, Rolling stones for print; AMC, E!, FX for television; taxis and station ads for out of home.

Without the desired media support that SVEDKA requires to increase awareness from their target audience, SVEDKAs sales will decrease in conjunction with the overall decrease in vodka sales that is being seen in the spirit industry. As previously mentioned in our competitive analysis, Vodka sales overall have decreased by 2% with SVEDKA and some other brands being the exception. However, if action is not taken to increase awareness through media engagement, SVEDKA may also see a decrease in their market share by approximately 1% or 2%. Since SVEDKAs market share is currently around 4.7%, a decrease will significantly impact the brand negatively. Furthermore, the fact that Smirnoff and Absolut both have a much higher market share than SVEDKA (16.2% and 11%

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respectively) will also negatively impact the brand and they will have a high probability of being almost completely overtaken by their competition.

NATIONAL MEDIA
A national campaign is recommended over a spot or regional campaign due to national media having the potential to reach a greater number of consumers. Reach plays a role in recommending a national campaign because in order to increase reach we need consumers from different cities and regions to have the opportunity to see SVEDKAs advertising efforts. Additionally, SVEDKAs budget of $30 million allows for a national campaign to be implemented. Our team therefore recommends that SVEDKA use their resources for a national campaign in order to attain high reach. Our main reason for seeking media support is to increase awareness from our target audience of SVEDKAs existence. Our secondary reason is to alter SVEDKAs brand image in order to appeal more to SVEDKAs target audience.

REACH AND FREQUENCY

We are aiming to achieve a minimum reach level of 80 with adults 21-35 during the overall campaign. Typically, a high reach strategy is used for introducing new products. Although SVEDKA is not a new product, per se, our team believes that a rebranding of SVEDKA deserves a reintroduction of the product into the vodka industry.

We are aiming for a moderate to high frequency with 6-7 impressions per month and 8 impressions on weeks or months where there are important holidays or events. For example

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holidays or events such as Christmas, New Years Eve, Mardi-Gras, Saint-Patricks Day, and Spring Break.

BUDGET
According to a New York Times article, SVEDKAs budget for 2010 was estimated at more than $20 million (Elliott 2010). In order for our marketing media strategies to be affective in reach and frequency we suggest an increase of at least $20 million for SVEDKAs budget leaving SVEDKA with an approximate budget of $40 million for this national campaign. Ten percent of our budget will be our contingency budget ($4 million). SVEDKAs competitors are spending around this amount for their advertising budget. It is important to note that this budget is flexible. Our suggested media buying strategy is for SVEDKA to buy their advertising in portions so as to gauge the effectiveness of the media plan. Buying media in small portions and conducting follow-up research on their advertising and media plans will allow SVEDKA to accurately allocate their budget.

DMA
Because we recommend a national advertising campaign, we suggest that SVEDKA use the top 10 Designated Market areas. According to a Nielson report, these areas are (in ranking order) New York, Los Angeles, Chicago, Philadelphia, Dallas-Ft. Worth, San Fransisco-Oak-San Jose, Boston (Manchester), Atlanta, Washington, DC, and Houston.

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Source: Nielson.com

SCHEDULING STRATEGY
For our scheduling strategy we suggest a pulsing strategy because of the nature of spirits as a product. Generally, our target audience consumes alcohol throughout the entire year but more so during certain occasions such as holidays or special events. As stated previously, we recommend that SVEDKA increase the frequency of their advertising during these periods. We suggest a frequency of 8 impressions per month during periods of high alcohol consumption such as the holiday season, Mardi-Gras, Spring Break and SaintPatricks day. Advertising more frequently near these events and occasions will allow SVEDKA to remain at the top of consumers minds.

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FCB
Research suggests that alcohol is in quadrant 4 of the Foote, Cone and Belding grid because it is a low involvement think and feel product. Basically, consumers grab what they are most used to seeing advertised. Since most spirits are mixed with soda or juices, the actual taste of the product is not the primary feature our target market searches for when buying alcohol. Because our product is in this quadrant, we recommend that SVEDKAs advertising efforts focus on getting the brand name at the top of consumers minds and in a positive light so that when they purchase alcohol, SVEDKA will be a likely choice.

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MEDIA STRATEGY
For our media mix strategy we suggest to use print, television and online mediums to advertise SVEDKA. We believe that we should focus on television commercials that are aired on late night programs on channels AMC, E! and Fox, because it will provide the best reach for our target audience. We suggest doing a national campaign and we know television is the best medium to gain awareness for our brand. We also believe it would be best to rely on print mediums especially in magazines such as The Rolling Stone, GQ, Nylon and Cosmpolitan. Magazine ads provide great exposure because our ads will not be limited, the readers can go back and look at the ad multiple times. According to an article on articlebase.com Online media should consist mainly of social media sites such a Facebook and Twitter, we need to focus on getting more attention to these sites because there is a low like rate on their Facebook page right now. We suggest maintaining brand loyalty as well as keeping the target audience engaged through SVEDKAs social media pages. For outdoor media we suggest that you use billboards and place them mainly in cities where there is a lot of traffic so many people will see the billboard and probably see it multiple times.

MEDIA PLAN EFFECTIVENESS

Our media plan suggests for SVEDKA to focus on creating brand awareness first and increasing sales second because in order to increase sales we want our target audience to be aware of SVEDKAs products. Our designated market areas will be in the 10 most populated cities in the U.S such as New York, Los Angeles, Chicago and Philadelphia. We suggest engaging in national media. We suggest to focus on these DMA because, according to Nielson, they are the top places with the highest television viewership.

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Additionally, we want to maintain a strong exposure rate throughout the year which is why we will use the pulsing strategy. The pulsing strategy will help our campaign because we know that our target audience is more likely to consume alcohol on certain occasions such as holidays, the weekends or special event such as college football games, concerts and festivals. Possible challenges we will face in our media strategy would be a shortage in our budget to apply to all the different mediums. There are always changes in rates and scheduling times so SVEDKA will need to make sure that there is a follow-up on all the steps in each different medium.

Our team believes our plan is reasonable for the industry standards, since we set our budget at $40 million and our time to make the plan effective will be over a few months. Not only do we believe our plan is attainable, we also believe it is extremely necessary for SVEDKA to implement because their current advertising efforts are not viewed as effective due to their futuristic concept and misinterpreted mascot. Additionally, there is currently an opportunity for SVEDKA to take the lead in awareness and sales due to the decrease in sales of vodka overall and the increase in sales of SVEDKA. We plan to purchase our media spots on a quarterly time schedule which will follow our pulsing strategy. By following a quarterly schedule it will give us an opportunity to analyze the market and evaluate our efforts to see where we can improve and which medium has had the best outcome.

The main strategy behind our media plan will be to focus on television mediums to reach our target audience. Our philosophy is to create and rejuvenate mass awareness among current and potential audience while concentrating on particular geographic localities or DMAs. After analyzing our research we came to the conclusion that television would be the best channel to reach our target audience. Our heavy use of television combined with our

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print, online and outdoor mediums will help us achieve our media mix strategy and will hopefully result to a reach of 80 with a frequency of 6-7 impressions per month. We will evaluate the results of our media mix strategy by analyzing Nielsen statistics and measurements for our advertisements in the different mediums they specialize in.

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MEDIA VEHICLES (EXAMPLES)

GQ average printed circulation is 100.000. They majority of the readership is men ages 25 to 45 years old with average or above income. They have obtained a higher education and they specialize in work areas as top managers and qualified specialists. As 2011, Chelsea Lately averaged 960.000 viewers per episode and attracts more women age 18 to 35 years old.

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MEDIA PLAN (YEAR AT A GLANCE)

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CONSTELLATION BRANDS COMPARISON

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REFERENCES
Reno, Rachel. Vodka Svedka: Creative Brief, Situation Analysis, Research. Retrieved November 1st 2012.http://www.rachelreno.com/wp-content/uploads/2012/04/FinalBook-SVEDKA1.pdf Scribd: Absolut Vodka. Retrieved October 30th 2012. http://www.scribd.com/doc/51856367/Absolut-Vodka

Shanken News daily: The Changing Face Of The US Imported Vodka Market. Retrieved November 3rd 2012. http://www.shankennewsdaily.com/index.php/2011/05/03/273/the-changing-face-ofthe-us-imported-vodka-market/

Top 5 of anything: The Top 5 Best Selling Brands of Spirits (alcohol) in the U.S. Retrieved, November 8th, 2012.http://top5ofanything.com/index.php?h=960ff80e Cape Cod. Price List: Vodka Imported. Retrieved November 3th 2012. http://www.capecodpackagestore.com/webupdate/vodkaimported.htm Vodka Only. Absolut Vodka Review : Initial Impressions. Retrieved November 6th 2012. http://vodkaonly.com/absolut-vodka-review/ 24/7 Wall St: Americas Favorite Beers. Retrieved November 4th 2012. http://247wallst.com/2012/05/06/americas-favorite-beers/2/ Brand Center: Black Velvet. Retrieved November 2nd 2012. http://brandcenter.cbrands.com/cs/idcplg?IdcService=GET_FILE&dID=66152&Rend ition=Web&RevisionSelectionMethod=Specific&noSaveAs=1
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Share Ranks: 30 of the Worlds Best Selling Beers. Retrieved November 3rd 2012. http://shareranks.com/3407,30-of-the-World%E2%80%99s-best-selling-beers#b

Drink Sint: Million Case Sellers. Retrieved November 4rd http://www.driNnksint.com/files/Supplements/2011/Millionaires-2011supplement.pdf New York Times. Business: Constellation Brand Inc. Retrieved November 5th 2012. http://topics.nytimes.com/topics/news/business/companies/constellation_brands_inc/i ndex.html Darden Business Publishing: Vodka Svedka. Retrieved November 5th, 2012. http://faculty.darden.virginia.edu/farrisp/IMC/files/SVEDKA-B-M-0775.pdf Department of Liquor Control. Retail Descriptions: Vodka. Retrieved November 6th 2012.http://liquorcontrol.vermont.gov/retail/descriptions/vodka.html

Find The Best. Svedka Vodka by Lantmannen Group:Constellation Brands. Retrieved November 7th 2012.http://vodka.findthebest.com/l/55/SVEDKA Annual Reports. Constellation Brands: Vodka Svedka. Retrieved 8th November, 2012. http://www.annualreports.com/HostedData/AnnualReports/PDF/STZ2011.pdf

Butcher, Dan. Mobile Marketer: Svedka breaks mobile campaign featuring QR codes, video, social media. Retrieved November 10th 2012.http://www.mobilemarketer.com/cms/news/advertising/7997.html

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Kilbourne, Jean. Targets of Alcohol Advertising. Retrieved November 11th 2012. http://www.health20-20.org/article/20/for-your-information/alcohol-drugabuse/targets-of-alcohol-advertisingBBI NCBI. Alcohol Advertising and Promotions. Retrieved November 11th 2012. http://www.ncbi.nlm.nih.gov/books/NBK37605/

Olszewski, Anthony. Advertising Alchemy: Marketing Concepts and Techniques. Retrieved November 12th 2012. Markehttp://marketingmasterinsights.com/input/2010/10/SVEDKA-vodka-femalerobot-ads/

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