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null雀巢在线媒介投放 策划 活动策划ppt下载游戏策划下载民宿策划下载游戏策划shu下载英文歌曲大赛策划免费下载 雀巢在线媒介投放策划背景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年推荐网站及广告投放形式推荐网站及广告投放形式各地区网站生活娱乐类网站门户网站 Netease Sina Elong Tyfo Etang 263 Rich Media Banner Banner Ad Floating Button Text-link Content Co. E-mail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Media Flowchart (Mass Portal)Media Flowchart (Mass Portal)10 Key Words10 Key Words for 4 Weeks (Est imps : 10,000)Nov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionYahoo!HKBanner Ad (Targeted Filter) Personal Care & CosmeticNetvigator.comBanner Ad Entertainment & Womenity400,000100,000100,000100,000100,000Interactive Button Entertainment1month (Est. Imps : 2millions)110,0002,000,000Hongkong.comBanner Ad Entertainment, Love & Mystic100,000100,000Interactive Button Women1month (Est. Imps : 200,000)200,000Advertorial (2 x) Women2 Weeks4 Weeks2 WeeksText-link to Advertorial Home Page Women1 week1 week1 week2 Weeks1 Weeks10,000110,000Media Flowchart (Vertical Portal) – CWOW.comMedia Flowchart (Vertical Portal) – CWOW.comNov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionCWOW.comBanner Ad (ROS)Interactive Button Front Page of Home Page and Wedding Ch1month (Est. imps : 300,000)300,00050,00012,50012,50012,50012,500Tools Sponsorship on Skin Testing text-link to Micro-site1month1 monthAdvertorial (1 x) Beauty Bride1month1 monthText-link to Advertorial Home Page of Wedding Ch1 weekText-link to Advertorial E-mail20,00020,0001 weekMedia Flowchart (Vertical Portal) – Miclub.comMedia Flowchart (Vertical Portal) – Miclub.comNov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionMiclub.comBanner Ad “Fashion & Beauty”, “Health & Fitness”, “Shopping” & “Wedding”Interactive Button “Fashion & Beauty”1month (Est. imps : 500,000)500,000200,00050,00050,00050,00050,000Advertorial w/ Text-link to micro-site “Fashion & Beauty”1month1 monthText-link to Advertorial “Focus” and “Special Topic”1month1 monthMedia Flowchart (Vertical Portal) – March8.comMedia Flowchart (Vertical Portal) – March8.comNov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionMarch8.comBanner Ad (ROS) Interactive Button Home Page1month (Est. imps : 800,000)800,000200,00050,00050,00050,00050,000Advertorial w/ Text-link to micro-site Beauty, Smart Tips1month1 monthAnnouncement Ad E-mail65,00065,0004,595,0001,148,750Average Weekly ImpressionImpression Split (Mass : Vertical) 57:42Further consideration …Further consideration … 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.null Media 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 March8.com memberCPM ComparisonCPM Comparison Dur/Size Est. Net Readership CPM Cost F/25-34 Universal (617,000) HKD ‘000 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 511nullAppendixNetvigator.comNetvigator.comNetvigator.comNetvigator.comChinese mass postal of PCCW Provide information in wide 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 : 43% are professional and Managerial Grade Hongkong.comHongkong.comHongkong.comHongkong.comLeading 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 December, 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.comCWOW.comCWOW.comCWOW.comPremier life events site for global Chinese women, focusing on weddings, 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 register is aged 26 or above Gender split (Male:Female) : 22%:78% March8.comMarch8.comMarch8.comMarch8.comMarch8.com 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 fashion, 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 HKD15,000 or above Miclub.comMiclub.comMiclub.comMiclub.comLifestyle website targeting to modern working ladies of Hongkong and Korean. Providing 14 main channels such as Fashion&Beauty, Health&Fitness, Sex& Romance, Career Life … for them to improve themselves on inter-personal skill.. Launched on mid-April of 2000 Average monthly page view : 2,000,000 Register Users: 20,000+ Visitor Profile Age : 55% of its register is aged between 26 and 35 Gender split (Male:Female) : 17%:83% MPI : 65% of its MPI is HKD20,000 or above PART II : How to measure success…PART II : How to measure success…How to measure success?How to measure success?Our ultimate goal is to change consumer perception towards Olay Total Effect and make them try the product. Although the number of impressions and CTR can be measured post campaign, more specific data is required to measure our success… What are the key success : Brand awareness Message recall Consumer perceptionImplicationImplicationWe need quantitative data to identify success. We are recommending to conduct “Online research”…Online researchOnline researchObjective : To identify brand awareness level and consumer perception towards Olay Total Effect among online consumer, before & after being exposed to online ads and Microsite. Online survey among 900 respondents.Online researchOnline research#1 Group I : 300 respondents - Controlled group prior to the launch # 2 Group II : 300 respondents - Exposed to Total Effect online ad- 2 weeks after launch. # 3 Group III : 300 respondents - Exposed to the Total Effect online ad and Microsite-4 weeks after launch. LogisticsLogisticsOlay Total Effect banner adOlay Total Effect banner adGroup I Group IIGroup IIISampleSampleSampleSamplenullAnswer 4 questions for a chance to win a basket of HK$ 5,000 worth skincare product.. 1.Name the skincare brand that has anti-aging products (scroll down : Clinique, Estee lauder, Lancome, Nutrogena , Oil of Olay - specific details-TBD) 2.Have you seen any online ads of these brand? Yes/No 3.If yes, which one? 4.Your perception towards those brands in terms of effectiveness… e.g. Cliniquescroll down to rankExcellent, Very good, Good, Fair, Poor) Group I-Controlled Obj : To check awareness & perception prior to online ad campaign launch.SubmitnullAnswer only 8 questions for a chance to win a basket of HK$ 5,000 worth skincare product.. 1.Name the skincare brand that has anti-aging products (scroll down : Oil of Olay, Lancome, Estee lauder, Clinique, Nutrogena- specific details-TBD) 2.Have you seen any online ads of these brand? Yes/No 3.If yes, which one? Click here to continueGroup II-After being exposed to the ad. Group III-After being exposed to the ad & Microsite Obj : To check awareness & perception after online ad campaign launch.nullReview this ad….. 5.Are you aware of this ad ? Y/N 6.What is the key message? (scroll down for choices-specific details, TBD) 7.Do you want to try Olay Total Effect? Y/N If no, why not? 8.your perception towards Olay Total Effect in terms of effectiveness? (scroll down : Excellent, Very good, Good, Fair, Poor)Click here to continuenullConfirmation pageSummary of this planSummary of this planTactical single minded communication Objective of promoting the comparative research findings to increase confidence in Olay Total Effects Holistic communications online: Full combination of online vehicles Banners, buttons, search words, advertorial, promotions Frequency and impact Frequency Cap ad serving: – to maximise reach to achieve our minimum target of 75% reach (women 25-35 on the internet) Mass and vertical portals: Reach, as well as more involved and targeted communications Research elements to measure impact Measure brand perception and estimate reach Qualified click through and sampling Cost implicationCost implicationnull Media Cost for online research : HKD 18,000 Targeted sample size : 900 Impression : 90,000 Targeted CTR : 1% Cost implication-HK onlyCost implication-HK onlyCreative production HK$ Advertising 85,000 Banners x 4 versions Interactive button x 1 version/5 sizes Microsite (inclusive of hosting) -Research results, product info, questionnaire, friend to friend sampling Online research 5,000 Pop-up window (Gif format) Others Flash movie 2-40,000 Chat room (cost/a student, 2hrs/time, 3 times/week) 600 PR-Advertorial HTML-1 page (exclusive of write-up) 5,000 Cost implication if both HK & TaiwanCost implication if both HK & TaiwanHong Kong HK$ Creative production 90,000 (Exclusive of flash movie, chat room, PR advertorial) Media 375,000 Online research (pop-up window) 18,000 Total 483,000 Add-in Taiwan Creative production 40,000 Media (Exclusive of online research for Taiwan) 350,000 Total 390,000Campaign scheduleCampaign scheduleAlign on the campaign elements & cost Oct. 5 Media plan presentation & approval Oct. 20-CB presentation & approval Oct. 20 -L/O, site ref. presentation Oct. 26 -Revisions, if any Oct. 30 -Programming Oct. 31-Nov.3 -Final approval Nov. 6 -Hosting Nov. 7-9 -Pre-test ad & Microsite-questionnaire page launch Nov. 10 Phase 1 : Pre-test : Nov.10-Creative idea Oct. 27 -L/O presentation Nov. 1 -Revisions, if any Nov. 3 -Programming Nov. 6-9 -Final approval Nov. 10 -Campaign testing Nov. 10-16 -Campaign launch Nov. 17 Phase 2 : Ad campaign : Nov.17Next stepsNext stepsAlign on the detailed media plan Oct. 20 Align on the creative elements Oct. 20