雀巢在线媒介投放策划.ppt

雀巢在线媒介投放策划 背景 广博公司向客户提供预算为人民币1 000 000媒介计划向客户提供媒介广告的策划过程及如何测量广告效果 推荐网站 门户网站到达率排名浏览量 000 月 成立时间网易67 3 1738 5562005年新浪59 4 2677 2362006年生活娱乐类网站E龙14 4 21191 7682007年华北地区首都在线22 9 1165 6222006年华东地区亿唐25 6 8124 1112007年西南地区天虎热线5 6818 4382007年 各地区网站 生活娱乐类网站 门户网站 NeteaseSinaElongTyfoEtang263RichMediaBannerBannerAdFloatingButtonText linkContentCo E mail 推荐网站及广告投放形式 建立品牌知名度 进行长期提示 更有针对性的发布产品信息 10KeyWords 10KeyWordsfor4Weeks Estimps 10 000 Nov 6 13 20 27 1stWeek 2ndWeek 3rdWeek 4thWeek TotalImpression Yahoo HK BannerAd TargetedFilter PersonalCare Cosmetic MediaFlowchart MassPortal N BannerAdEntertainment Womenity 400 000 100 000 100 000 100 000 100 000 InteractiveButtonEntertainment 1month Est Imps 2millions 110 000 2 000 000 H BannerAdEntertainment Love Mystic 100 000 100 000 InteractiveButtonWomen 1month Est Imps 200 000 200 000 Advertorial 2x Women 2Weeks 4Weeks 2Weeks Text linktoAdvertorialHomePageWomen 1week 1week 1week 2Weeks 1Weeks 10 000 110 000 Nov 6 13 20 27 1stWeek 2ndWeek 3rdWeek 4thWeek TotalImpression CWOW com BannerAd ROS InteractiveButtonFrontPageofHomePageandWeddingCh 1month Est imps 300 000 300 000 MediaFlowchart VerticalPortal CWOW com 50 000 12 500 12 500 12 500 12 500 ToolsSponsorshiponSkinTestingtext linktoMicro site 1month 1month Advertorial 1x BeautyBride 1month 1month Text linktoAdvertorialHomePageofWeddingCh 1week Text linktoAdvertorialE mail 20 000 20 000 1week Nov 6 13 20 27 1stWeek 2ndWeek 3rdWeek 4thWeek TotalImpression M BannerAd Fashion Beauty Health Fitness Shopping Wedding InteractiveButton Fashion Beauty 1month Est imps 500 000 500 000 200 000 50 000 50 000 50 000 50 000 Advertorialw Text linktomicro site Fashion Beauty 1month 1month MediaFlowchart VerticalPortal M Text linktoAdvertorial Focus and SpecialTopic 1month 1month Nov 6 13 20 27 1stWeek 2ndWeek 3rdWeek 4thWeek TotalImpression M BannerAd ROS InteractiveButtonHomePage 1month Est imps 800 000 800 000 200 000 50 000 50 000 50 000 50 000 Advertorialw Text linktomicro siteBeauty SmartTips 1month 1month MediaFlowchart VerticalPortal M AnnouncementAdE mail 65 000 65 000 4 595 000 1 148 750 AverageWeeklyImpression ImpressionSplit Mass Vertical 57 42 Inordertofullyutilizebanneradimpressions FrequencyCap issuggested Eachuniquevisitorwillonlybeexploredtoouradataspecifiedfrequency recommendedfrequencyis6times OTSat6x Beyondthis nobanneradwillbeservedtothem Furtherconsideration MediaCosttoClient HKD375 000 NetReach 1 75 CampaignCPM HKD82CampaignImpression Est 4 6MBannerAdImpression 1MAverageWeeklyImps 1 2M Remark 1 000freetrialsamplesarenecessaryforMmember Dur SizeEst NetReadershipCPMCostF 25 34Universal 617 000 HKD 000HKDTV30 sec2 000 324 CPRP DailyAppleDailyHP4C97 750191512ODNHP4C111 132233477MagazineNextMagazineFP4C34 40085405EastWeekFP4C30 66056548ElleFP4C22 00054407Cosmo FP4C22 00043511 CPMComparison Appendix N N ChinesemasspostalofPCCWProvideinformationinwiderangingaspects namely news finance travel entertainment game womanandetcEstablishedsince2005Averagepageviews 89 900 000permonthMembership 560 000VisitorProfileAge 29 ofitsmemberisaged30 40Gendersplit Male Female 60 40 MPI 55 areoverHKD15 000Occupation 43 areprofessionalandManagerialGrade H H LeadingHongkongmasspostalservicesintraditionalChineseandEnglish ProvidinglocalHongkongcontent includingdetailedinformationonsport music travel jobs education celebrity etcaswellasfreee mailserviceEstablishedsinceDecember 2006Averagemonthlypageview 90 000 000RegisterUsers 50 000VisitorProfileAge 27 ofitsmemberisaged26 35Gendersplit Male Female 68 32 EducationLevel 47 arehighSchoolgraduatedorabove CWOW com CWOW com PremierlifeeventssiteforglobalChinesewomen focusingonweddings pregnancyandparenting Fivechannelsfeatureover28interactiveapplicationsincludingextensiveplanningandbudgetingtoolsandanintegratedcommunityplatform LaunchedonJune29 2000Averagemonthlypageview 1 900 000RegisterUsers 20 000 VisitorProfileAge 70 ofitsregisterisaged26oraboveGendersplit Male Female 22 78 M M Misashopping leisurewebsitetailoredforHonkingwomen providinglatestinformationsuchasup to datediscounts fashiontrend make up cosmetictips Includingproductandshopinformationonavarietyofcategoriessuchasfashion make up lifestyle healthandtips LaunchedonApril 2000Averagemonthlypageview 2 000 000RegisterUsers 62 000 VisitorProfileAge 66 ofitsregisterisagedbetween20and29Gendersplit Male Female 12 88 Position 43 areProf MiddleMgtoraboveMPI 71 hasHKD15 000orabove M M LifestylewebsitetargetingtomodernworkingladiesofHongkongandKorean Providing14mainchannelssuchasFashion Beauty Health Fitness Sex Romance CareerLife forthemtoimprovethemselvesoninter personalskill Launchedonmid Aprilof2000Averagemonthlypageview 2 000 000RegisterUsers 20 000 VisitorProfileAge 55 ofitsregisterisagedbetween26and35Gendersplit Male Female 17 83 MPI 65 ofitsMPIisHKD20 000orabove PARTII Howtomeasuresuccess Howtomeasuresuccess OurultimategoalistochangeconsumerperceptiontowardsOlayTotalEffectandmakethemtrytheproduct AlthoughthenumberofimpressionsandCTRcanbemeasuredpostcampaign morespecificdataisrequiredtomeasureoursuccess Whatarethekeysuccess BrandawarenessMessagerecallConsumerperception Implication Weneedquantitativedatatoidentifysuccess Wearerecommendingtoconduct Onlineresearch Onlineresearch Objective ToidentifybrandawarenesslevelandconsumerperceptiontowardsOlayTotalEffectamongonlineconsumer before afterbeingexposedtoonlineadsandMicrosite Onlinesurveyamong900respondents Onlineresearch 1GroupI 300respondents Controlledgrouppriortothelaunch 2GroupII 300respondents ExposedtoTotalEffectonlinead 2weeksafterlaunch 3GroupIII 300respondents ExposedtotheTotalEffectonlineadandMicrosite 4weeksafterlaunch Logistics Womenrelatedsite Massportal Womanrelatedsite Massportal OlayTotalEffectbannerad Questionnaire OlayTotalEffectbannerad GroupI GroupII GroupIII Sample Sample Answer4questionsforachancetowinabasketofHK 5 000worthskincareproduct 1 Nametheskincarebrandthathasanti agingproducts scrolldown Clinique Esteelauder Lancome Nutrogena OilofOlay specificdetails TBD 2 Haveyouseenanyonlineadsofthesebrand Yes No3 Ifyes whichone 4 Yourperceptiontowardsthosebrandsintermsofeffectiveness e g Clinique scrolldowntorank Excellent Verygood Good Fair Poor GroupI ControlledObj Tocheckawareness perceptionpriortoonlineadcampaignlaunch Submit Answeronly8questionsforachancetowinabasketofHK 5 000worthskincareproduct 1 Nametheskincarebrandthathasanti agingproducts scrolldown OilofOlay Lancome Esteelauder Clinique Nutrogena specificdetails TBD 2 Haveyouseenanyonlineadsofthesebrand Yes No3 Ifyes whichone Clickheretocontinue GroupII Afterbeingexposedtothead GroupIII Afterbeingexposedtothead MicrositeObj Tocheckawareness perceptionafteronlineadcampaignlaunch Reviewthisad 5 Areyouawareofthisad Y N6 Whatisthekeymessage scrolldownforchoices specificdetails TBD 7 DoyouwanttotryOlayTotalEffect Y NIfno whynot 8 yourperceptiontowardsOlayTotalEffectintermsofeffectiveness scrolldown Excellent Verygood Good Fair Poor Clickheretocontinue Confirmationpage Thankyou Youwillhaveachancetowina 5 000worthofOlayproductPleaseregisteryourname e mailaddress info belowName e mailaddress Skincarebrandcurrentlyused Clickhereifyouwishtoreceiveusefulinfoorpromotionmessagefromus Summaryofthisplan TacticalsinglemindedcommunicationObjectiveofpromotingthecomparativeresearchfindingstoincreaseconfidenceinOlayTotalEffectsHolisticcommunicationsonline FullcombinationofonlinevehiclesBanners buttons searchwords advertorial promotionsFrequencyandimpactFrequencyCapadserving tomaximisereachtoachieveourminimumtargetof75 reach women25 35ontheinternet Massandverticalportals Reach aswellasmoreinvolvedandtargetedcommunicationsResearchelementstomeasureimpactMeasurebrandperceptionandestimatereachQualifiedclickthroughandsampling Costimplication MediaCostforonlineresearch HKD18 000Targetedsamplesize 900Impression 90 000TargetedCTR 1 Costimplication HKonly CreativeproductionHK Advertising85 000Bannersx4versionsInteractivebuttonx1version 5sizesMicrosite inclusiveofhosting Researchresults productinfo questionnaire friendtofriendsamplingOnlineresearch5 000Pop upwindow Gifformat OthersFlashmovie2 40 000Chatroom cost a