雀巢在线媒介投放策划.ppt
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1、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% 1 738,556 1997年 新浪 59.4% 2 677,236 1998年 生活娱乐类网站 E龙 14.4% 21 191,768 1999年 华北地区 首都在线 22.9% 11 65,622 1998年 华东地区 亿唐 25.6% 8 124,111 1999年 西南地区 天虎热线 5% 68 18,438 1999年,各地区网站,生活娱乐类网站,门户网站,Neteas
2、e Sina Elong Tyfo Etang 263 Rich Media Banner Banner Ad Floating Button Text-link Content Co. 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,10 Key Words,10 Key Words for 4 Weeks (Est imps : 10,000),Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,Yahoo!HK,Banner Ad (Targeted Filt
3、er) Personal Care & Cosmetic,Media Flowchart (Mass Portal),N,Banner Ad Entertainment & Womenity,400,000,100,000,100,000,100,000,100,000,Interactive Button Entertainment,1month (Est. Imps : 2millions),110,000,2,000,000,H,Banner Ad Entertainment, Love & Mystic,100,000,100,000,Interactive Button Women,
4、1month (Est. Imps : 200,000),200,000,Advertorial (2 x) Women,2 Weeks,4 Weeks,2 Weeks,Text-link to Advertorial Home Page Women,1 week,1 week,1 week,2 Weeks,1 Weeks,10,000,110,000,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,CWOW.com,Banner Ad (ROS),Interactive Button Front Page
5、 of Home Page and Wedding Ch,1month (Est. imps : 300,000),300,000,Media Flowchart (Vertical Portal) CWOW.com,50,000,12,500,12,500,12,500,12,500,Tools Sponsorship on Skin Testing text-link to Micro-site,1month,1 month,Advertorial (1 x) Beauty Bride,1month,1 month,Text-link to Advertorial Home Page of
6、 Wedding Ch,1 week,Text-link to Advertorial E-mail,20,000,20,000,1 week,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,M,Banner Ad “Fashion & Beauty”, “Health & Fitness”, “Shopping” & “Wedding”,Interactive Button “Fashion & Beauty”,1month (Est. imps : 500,000),500,000,200,000,50
7、,000,50,000,50,000,50,000,Advertorial w/ Text-link to micro-site “Fashion & Beauty”,1month,1 month,Media Flowchart (Vertical Portal) M,Text-link to Advertorial “Focus” and “Special Topic”,1month,1 month,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,M,Banner Ad (ROS),Interactive
8、 Button Home Page,1month (Est. imps : 800,000),800,000,200,000,50,000,50,000,50,000,50,000,Advertorial w/ Text-link to micro-site Beauty, Smart Tips,1month,1 month,Media Flowchart (Vertical Portal) M,Announcement Ad E-mail,65,000,65,000,4,595,000,1,148,750,Average Weekly Impression,Impression Split
9、(Mass : Vertical) 57:42,In order to fully utilize banner ad impressions, “Frequency Cap” is suggested. Each unique visitor will only be explored to our ad at a specified frequency recommended frequency is 6 times (OTS at 6x). Beyond this, no banner ad will be served to them.,Further consideration ,M
10、edia Cost to Client : HKD 375,000* Net Reach (1+) : 75% Campaign CPM : HKD82 Campaign Impression (Est.) : 4.6M Banner Ad Impression : 1M Average Weekly Imps. : 1.2M,Remark : *1,000 free trial samples are necessary for M member,Dur/Size Est. Net Readership CPM Cost F/25-34 Universal (617,000) HKD 000
11、 HKD TV 30-sec 2,000 - 324 (CPRP) Daily Apple Daily HP4C 97,750 191 512 ODN HP4C 111,132 233 477 Magazine Next Magazine FP4C 34,400 85 405 East Week FP4C 30,660 56 548 Elle FP4C 22,000 54 407 Cosmo. FP4C 22,000 43 511,CPM Comparison,Appendix,N,N,Chinese mass postal of PCCW Provide information in wid
12、e ranging aspects, namely: news, finance, travel, entertainment, game, woman and etc Established since 1997 Average page views: 89,900,000 per month Membership: 560,000 Visitor Profile Age : 29% of its member is aged 30-40 Gender split (Male:Female) : 60%:40% MPI : 55% are over HKD15,000 Occupation
13、: 43% are professional and Managerial Grade,H,H,Leading Hongkong mass postal services in traditional Chinese and English. Providing local Hongkong content, including detailed information on sport, music, travel, jobs, education, celebrity, etc as well as free e-mail service Established since Decembe
14、r, 1998 Average monthly page view : 90,000,000 Register Users: 50,000 Visitor Profile Age : 27% of its member is aged 26-35 Gender split (Male:Female) : 68%:32% Education Level : 47% are high School graduated or above,CWOW.com,CWOW.com,Premier life events site for global Chinese women, focusing on w
15、eddings, pregnancy and parenting. Five channels feature over 28 interactive applications including extensive planning and budgeting tools and an integrated community platform. Launched on June 29, 2000 Average monthly page view : 1,900,000 Register Users: 20,000+ Visitor Profile Age : 70% of its reg
16、ister is aged 26 or above Gender split (Male:Female) : 22%:78%,M,M,M is a shopping, leisure website tailored for Honking women, providing latest information such as up-to-date discounts, fashion trend, make-up, cosmetic tips Including product and shop information on a variety of categories such as f
17、ashion, make-up, lifestyle, health and tips. Launched on April, 2000 Average monthly page view : 2,000,000 Register Users: 62,000+ Visitor Profile Age : 66% of its register is aged between 20 and 29 Gender split (Male:Female) : 12%:88% Position : 43% are Prof./Middle Mgt or above MPI : 71% has HKD15
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