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.Eachuniquevisitorwillonlybeexploredtoouradataspecifiedfrequencyrecommendedfrequencyis6times(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)HKD000HKDTV30-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,cosmetictipsIncludingproductandshopinformationonavarietyofcategoriessuchasfashion,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,CareerLifeforthemtoimprovethemselvesoninter-personalskill.Launchedonmid-Aprilof2000Averagemonthlypageview:2,000,000RegisterUsers:20,000+VisitorProfileAge:55%ofitsregisterisagedbetween26and35Gendersplit(Male:Female):17%:83%MPI:65%ofitsMPIisHKD20,000orabove,PARTII:Howtomeasuresuccess,Howtomeasuresuccess?,OurultimategoalistochangeconsumerperceptiontowardsOlayTotalEffectandmakethemtrytheproduct.AlthoughthenumberofimpressionsandCTRcanbemeasuredpostcampaign,morespecificdataisrequiredtomeasureoursuccessWhatarethekeysuccess: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.Yourperceptiontowardsthosebrandsintermsofeffectivenesse.g.CliniquescrolldowntorankExcellent,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(cos