Understand how advertising is distributed and promoted

The Kitkat pillow book was posted up on Kit kat social networking sites likes Facebook and Twitter. Kit kat didn't advertise the pillow book within magazines or newspaper articles as I guess that the target audience for this product wouldn't be met if they had put it in newspapers or magazines as the target audience are college and university students. College and University students are more likely to me using Facebook, Twitter and other social networking sites to get their news so it would make sense that they first only advertise this product on social networking sites.

This advertisement is hard to know where it has specifically been advertised has you can not find much back ground information on the planning, development and distribution of the product. The product has probably been UK nationally based as the pillow book is a small scale product and distributing it across the world would be out of the company budget, they didn't expect alot of them sold as well and when they sold over 50 of them on the first day they were amazed.

If they really wanted this product to take off then you should look into advertising at colleges and universities such as posters, billboards and promotions on the normal Kit Kats saying "your chance to win your own pillowbook" on the Kit Kat packets. The cost of advertising at colleges an universities will be substantially lower then adversing on big company billboards such as on buses, billboards on the side of a road etc choosing not to do advertise on big billboards and at colleges means less people will see it but every person that does see it at a college or Uni will be in the reach of the product and are the typically audience that the company wants to attract for this product, any other types of audience will be an added bonus.

You can advertise product on university websites but you will have to go through a process to be accepted by University's Electronic Publishing Editorial Board to allow your advert to be online.
There are many website that allows you to advertise on the web some that you have to pay for and some that are completely free like;
http://www.uneeds.co.uk

Its hard to be able to advertise in colleges and university as there is alot of regulation that the advertise  has to cover as they only allow specific things and not products made by big companies like Kit Kat wouldn't be allowed to advertise in college due to it not having any educational purposes and that what they mainly look out for, what is the product teaching there students.
it's easier to advertise in the middle of London then it is in University and that prices is alot cheaper then you would generally think.

Even though these prices are high for an individual advertiser it's not even a small percent of a business advertising budget, the prices are, cheap if you like compared to how much the business would budget themselves.