MEDIA PLANNING OVERVIEW

RoleofMediaPlannersDevelopmediaplanrecommendationsDefiningbrand/marketpositionIdentifytargetaudienceSetcommunicationperformancegoalsorconsumerresponsegoalsGeographicsplitsandgoalsCompetitivemediaanalysesMediamixselectionandrationaleOptimizingbudgetsDevelopmentofclearbuyingbriefstoMediaBuyersSecuringclientapprovalsforimplementation•Roleincreasebytherank•MorecomplexandneedgreaterindepthknowledgetoformulateeffectiveplansRoleofMediaBuyersMediamarketandopportunityanalysisConsolidationofallbrandmediabudgetsandnegotiationsSpotplandevelopmentImplementationofthemediabuyafterapprovalbyClientsDisbursementoffundstovendorsReconciliationofClientpaymenttoactualmediacostMonitoringofactivityandpost-buyanalysisBudgetcontrolandreportingDevelopmentofnewopportunitiesRoleofMediaResearchersExpertiseinresearchsoftwareRundataaccordinglytorequirementsfromMediaPlannersorclientsPlanningProcessOverviewMediaResearch/IndustryResearchMediaMarketplaceReviewDevelopMediaPlanReviewMediaBrief/MarketingObjectivesImplement/MonitorMarketing/Advertisingobjectives&strategiesTargetAudience(Primary/Secondary)TimingforCampaignBudgetGuidelineCreativeStatusGeographicPrioritiesTrade&PromotionalActivityetc...BRIEFINGAMEDIAPLANNERMEGMEDIABRIEFINGFORMMcCannMediaInformationBriefQuestionsRaisedBusinesspurposeofthiscampaignMarketbackgroundBrandPositioningCompetitiveSetMarketingObjective&StrategiesMarketingIssuesAdvertisingObjectivesKeyLessons&developmentSourceofBusiness/TargetingGeographicDistributionTiming/SeasonalityBudgetEvaluationMediaPlanElementsBackgroundMediaStrategyStatementMediaObjectivesMediaStrategiesCompetitiveReview/ImplicationsSpending,%MediaMix,%Change,Seasonality•StrategyreviewMediaSelectionRationaleMediaTactics/ActivationIdeasFlowchartBudgetSummaryDeliverySummaryMediaConsidered/RejectedCompetitiveTrackingReportOverviewTheideabehindacompetitivetrackingreportistoprovideanexecutivesummarywithimplications,aswellasaquickvisualdetailofrelevantbrandsandtheiractivityagainstpreviousyear(fullyear)andYTD(periodvs.period)Part1:•CategorySpend•KeyBrandsShareofSpend•CategorySpendbycity•CategorySpendbymedia•CategorySpendbymonthPart2:•KeyCompetitorspendanalysis(ifrequired)–Overall,city,bymedia,bymonth•TVandMagazinedetailedanalysesOverallCosmeticsTotalCategorySpendingRMB’000-16%98Jan.-Dec.TOTALBRANDS:14599Jan.-JuneTOTALBRANDS:10376,492104,44187,775050,000100,000150,000200,00019981999July-DecJan-June98Jan.-June.TOTALBRANDS:106Totalspending:180,933Totalspending:87,775OverallCosmeticsCategoryPriorityLip56%Nail14%Face5%Eye6%Series19%1998Jan-DecTotalSpending:RMB180,933,00033,61825,79810,335101,7419,441Lip60%Nail18%Face5%Eye10%Series11%13,7195,51618,37558,4298,4021998Jan-JuneTotalSpending:RMB104,441,000Lip60%Series18%Nail0.3%Eye17%Face5%1999Jan-JuneTotalSpending:RMB87,775,00053,13314,77815,5074,163221OverallCosmeticsMediaUsageTV70%Press15%Magazine15%TV73%Press13%Magazine14%1998(Jan-June)1998(Jan-Dec)Magazine18%TV75%Press8%1999(Jan-June)OverallCosmeticsMarketFocus10,5401,6952,2233,09010,31051,43665,73437,6216,9131,89140,00525,95321,5586,43031,07599877726,02717,2737,3724,259020,00040,00060,00080,000KeyABCDNationalOthersJan-Dec'98Jan-June'98Jan-June'99RMB’000+15%+0.3%-22%-38%-41%-20%-59%LipKeyBrands-Seasonality1998Jan-1999June05,00010,00015,00020,00025,00030,000Jan'98FebMarAprMayJunJulAugSepOctNovDecJan'99FebMarAprMayJunTotalMaybellineYuesaiRevlonAupresZARMB’000PreparedDate:Aug12,1999ProductMagazineTitleSizePositionNo.ofIns.JanFebMarAprMayJunJulAugSeptOctNovDecYuesaiCosmeticsSeriesDazhongDianyingFPBackCover4CosmopolitanFPROP2BetterLifeFPBackCover5ModernFamilyFPBackCover1ROP2SHCultureGalleryFPROP1FashionFPROP1Woman'sDayFPBackCover1BesideCopyright1ModernMagazineFPROP1SHStyleFPROP2Yuesai'sLipstickSeriesDazhongDianyingFPBackCover1Yuesai'sMascaraCosmopolitanFPROP2ElleFPFollowingWell1Yuesai'sRimmelSeriesLoveFPROP2CosmopolitanFPROP2ElleDPSPrecedingWell3FollowingWell1HowDPSROP1LookDPS1FPROP1YoungGenerationFPROP1FPBackCover1FPBackCover2LoveFPROP1Source:SRGChinaKeycompetitors1999magazineflowchart(Yuesai)PreparedDate:Aug18,1999ProductMagazineSizePositionJan'99FebMarAprMayJunJulAugSepOctNovDecCorporateCosmopolitanFPROPRimmelBest1/6PageROPFrends1/2PageBeauty1/4PageBeautyWoman'sDay1/4PageGuideNotebookCosmeticsElle1/5PageBeautyLook1/3PageBeautyNotesNailPolishRay1/8pageNewproductrecommendation1/8pageReader'sClubSunblockandRimmelWoman'sDay1/5pageGuideNotebookSunblockWoman'sDayFPWoman'sDaypromotionChicFPSummerBeautyInformationKeyCompetitor1999MagazineAdvertorialFlowchartYuesaiMediaObjectivesMustfirmlysupporttheadvertisingandmarketingobjectivesMustbedevelopedaroundthemarketingapproach-thetwomustworkinsynergy!S.M.A.R.T.Specific,Measurable,Achievable,Results-Oriented,TimelyForExample:MediaObjectivesStrengthenBrandImageEfficiencyCost-effectivemediaselectionandschedulingLinkMediatoBrandEssenceMediaStrategyStatementStrategiesgrowoutofObjectivesAnoverviewofwhattheplanwillaccomplish,linkingplanwithBrandarchitecture/positioningExampl