实力传播Zenith OptimediaDelivering The Unassailable Advantage Castrol 2002 Media Recommendation

,DeliveringTheUnassailableAdvantageCastrol2002MediaRecommendation,Date:Sep14,2002,TheRoleofMediaForCastrol,CASTROLsmediamoneyneedtobeinvestedaseffectivelyaspossibletoachievereturnsfromtheadvertisingaswellastocompetethedirectrivals,i.e.SHELL,MOBIL:-totherightpeople-attherighttime-intherightplace-attherightamountoftimes,EffectiveMediaPlanning/Buying,EffectiveBuying,UnderstandingAudiences,SupportingRegionality,TacticalTiming,MediaUsage,MarketSupport/BudgetGuidelines,Budget:16Mil(Gross)Market:Thesameasin1998-GD/FJ/SC/GX/HN-JS/ZJ-SH,MediaObjective,TomaintainthebrandawarenessIn1998,ShelldeployeditsTVCformatintomixof15”/30”and45”Implications:.tomakeconsistentTVCformattoattractmoretargets.,1997,Jan-Dec,1998,Jan-Jun,Source:X&L,Scheduling,Tocommencetheactivityaheadofthepeakofcompetitiveinvestmenttomakeearlynoiseaheadofcompetitor.Sincethedifferentcompetitiveactivitiesvaryindifferentareas,weinvestindifferentperiodsindifferentareas.GD/FJ/SC/GX/HN-tostartfromtheendofFebruary(AfterCNY)1999JS/ZJ/SH-tostartfromMarch1999,MediaOpportunityForCastrol,TVViewingHabit:On-targetTVProgramConsumption-GZ,Source:CMMS1998,SportsProgramappealstoourtarget-Male,23-45,Motor-cycleUsers,Attitude:On-targetSportsProgramConsumption,Source:CMMS1998/Target:23-45,male,motor-cycleownersWatchedanysportsasaspectator,Soccergamesisthefavoritesportsappealtoourtarget.,OpportunityinGuangdong(I),TVStation:GuangdongStarTVProgramName:EnglishPremierLeagueTVPackage:EnglishPremierLeagueAdsPackageBroadcastingTiming:TimeA-Total35Matches1998Aug15begin,Saturday21:551998Nov7begin,Saturday22:551999Apr3begin,Saturday21:55TimeB-Total10matchesSunday22:555gamesSunday23:555gamesAdsPosition:GoldPackage-DiamondPackage-Preside-FirstHalfMatch-DiamondPackage-GoldPackage-Preside-SecondHalfMatch-DiamondPackage-GoldPackage-Preside.,OpportunityinGuangdong(I),CostForSponsor:DiamondAdsPackage30”RMB839,80015”RMB525,300Total45match,3spots/match135spotsGoldAdsPackage30”RMB635,80015”RMB414,800Total45match,3spots/match135spotsBackgroundBoardSponsorxxxAdsPackageRMB1,179,800FormxxxEnglishPremierLeagueTotal135spots,OpportunityinGuangdong(II),TVStation:GuangdongStarTVProgramName:EnglishSoccerLeagueTVPackage:EnglishSoccerLeagueAdsPackageBroadcastingTiming:ThirdRoundMatchesJan2,322:55ForthRoundMatchesJan16,1722:55FifthRoundMatchesFeb13,1422:55SixthRoundMatchesMar13,1422:55SemiFinalsApr3,421:55FinalsMay2221:55AdsPosition:GoldPackage-DiamondPackage-Preside-FirstHalfMatch-DiamondPackage-GoldPackage-Preside-SecondHalfMatch-DiamondPackage-GoldPackage-Preside.,OpportunityinGuangdong(II),CostForSponsor:DiamondAdsPackage30”RMB193,80015”RMB134,300Total11match,3spots/match33spotsGoldAdsPackage30”RMB142,80015”RMB100,300Total11match,3spots/match33spotsBackgroundBoardSponsorxxxAdsPackageRMB287,300FormxxxEnglishSoccerLeagueTotal33spots,OpportunityinShanghai(I),TVStation:SCATV3-SportsChannelProgramName:EnglishPremierLeaguePeriod:1998Aug25-1999May15BroadcastingTiming:Column:Tuesday18:30Match:Tuesday20:00Entitlements:Column&Matchhavebeensponsorofxxxx1x(5”+30”)Opening&ClosingperColumn1x(5”+30”)ColumnandMatch,Before&InsideSCATV3BeforeandAfterNews,EveryTuesday5”BillboardCosts:Sponsor:RMB1,070,000Regularbuy:30”9,000,OpportunityinShanghai(II),Costs:Sponsor:RMB749,000Regularbuy:30”6,30015”4,200,BudgetSummary(OptionI),CitiesTVSplit(NetRMB000)Guangdong/Fujian/Sichuan/Guangxi/Henan7,310,00051%Jiangsu2,692,80019%Zhejiang1,927,20013%Shanghai2,510,40017%Total14,440,400100%,GrandTotal(Gross):16,106,875,BudgetSummary(OptionII),CitiesTVSponsorSplit(NetRMB000)(NetRMB000)