雀巢在线媒介投放策划

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10KeyWords10KeyWordsfor4Weeks(Estimps:10,000)Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionYahoo!HKBannerAd(TargetedFilter)PersonalCare&CosmeticMediaFlowchart(MassPortal)Netvigator.comBannerAdEntertainment&Womenity400,000100,000100,000100,000100,000InteractiveButtonEntertainment1month(Est.Imps:2millions)110,0002,000,000Hongkong.comBannerAdEntertainment,Love&Mystic100,000100,000InteractiveButtonWomen1month(Est.Imps:200,000)200,000Advertorial(2x)Women2Weeks4Weeks2WeeksText-linktoAdvertorialHomePageWomen1week1week1week2Weeks1Weeks10,000110,000Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionCWOW.comBannerAd(ROS)InteractiveButtonFrontPageofHomePageandWeddingCh1month(Est.imps:300,000)300,000MediaFlowchart(VerticalPortal)–CWOW.com50,00012,50012,50012,50012,500ToolsSponsorshiponSkinTestingtext-linktoMicro-site1month1monthAdvertorial(1x)BeautyBride1month1monthText-linktoAdvertorialHomePageofWeddingCh1weekText-linktoAdvertorialE-mail20,00020,0001weekNov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMiclub.comBannerAd“Fashion&Beauty”,“Health&Fitness”,“Shopping”&“Wedding”InteractiveButton“Fashion&Beauty”1month(Est.imps:500,000)500,000200,00050,00050,00050,00050,000Advertorialw/Text-linktomicro-site“Fashion&Beauty”1month1monthMediaFlowchart(VerticalPortal)–Miclub.comText-linktoAdvertorial“Focus”and“SpecialTopic”1month1monthNov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMarch8.comBannerAd(ROS)InteractiveButtonHomePage1month(Est.imps:800,000)800,000200,00050,00050,00050,00050,000Advertorialw/Text-linktomicro-siteBeauty,SmartTips1month1monthMediaFlowchart(VerticalPortal)–March8.comAnnouncementAdE-mail65,00065,0004,595,0001,148,750AverageWeeklyImpressionImpressionSplit(Mass:Vertical)57:42Inordertofullyutilizebanneradimpressions,“FrequencyCap”issuggested.•Eachuniquevisitorwillonlybeexploredtoouradataspecifiedfrequency–recommendedfrequencyis6times(OTSat6x).•Beyondthis,nobanneradwillbeservedtothem.Furtherconsideration…MediaCosttoClient:HKD375,000*NetReach(1+):75%CampaignCPM:HKD82CampaignImpression(Est.):4.6MBannerAdImpression:1MAverageWeeklyImps.:1.2MRemark:*1,000freetrialsamplesarenecessaryforMarch8.commemberDur/SizeEst.NetReadershipCPMCostF/25-34Universal(617,000)HKD‘000HKDTV30-sec2,000-324(CPRP)DailyAppleDailyHP4C97,750191512ODNHP4C111,132233477MagazineNextMagazineFP4C34,40085405EastWeekFP4C30,66056548ElleFP4C22,00054407Cosmo.FP4C22,00043511CPMComparisonAppendixNetvigator.comNetvigator.com•ChinesemasspostalofPCCW•Provideinformationinwiderangingaspects,namely:news,finance,travel,entertainment,game,womanandetc•Establishedsince2005•Averagepageviews:89,900,000permonth•Membership:560,000VisitorProfile•Age:29%ofitsmemberisaged30-40•Gendersplit(Male:Female):60%:40%•MPI:55%areoverHKD15,000•Occupation:43%areprofessionalandManagerialGradeHongkong.comHongkong.com•LeadingHongkongmasspostalservicesintraditionalChineseandEnglish.•ProvidinglocalHongkongcontent,includingdetailedinformationonsport,music,travel,jobs,education,celebrity,etcaswellasfreee-mailservice•EstablishedsinceDecember,2006•Averagemonthlypageview:90,000,000•RegisterUsers:50,000VisitorProfile•Age:27%ofitsmemberisaged26-35•Gendersplit(Male:Female):68%:32%•EducationLevel:47%arehighSchoolgraduatedoraboveCWOW.comCWOW.com•PremierlifeeventssiteforglobalChinesewomen,focusingonweddings,pregnancyandparenting.•Fivechannelsfeatureover28interactiveapplicationsincludingextensiveplanningandbudgetingtoolsandanintegratedcommunityplatform.•LaunchedonJune29,2000•Averagemonthlypageview:1,900,000•RegisterUsers:20,000+VisitorProfile•Age:70%ofitsregisterisaged26orabove•Gendersplit(Male:Female):22%:78%March8.comMarch8.com•March8.comisashopping,leisurewebsitetailoredforHonkingwomen,providinglatestinformationsuchasup-to-datediscounts,fashiontrend,make-up,cosmetictips…•Includingproductandshopinformationonavarietyofcategoriessuchasfashion,make-up,lifestyle,healthandtips.•LaunchedonApril,2000•Averagemonthlypageview:2,000,000•RegisterUsers:62,000+VisitorProfile•Age:66%ofitsregisterisagedbetween20and29•Gendersplit(Male:Female):12%:88%•Position:43%areProf./MiddleMgtorabove•MPI:71%hasHKD15,000oraboveMiclub.comMiclub.com•LifestylewebsitetargetingtomodernworkingladiesofHongkongandKorean.•Providing14mainchannelssuchasFashion&Beauty,Health&Fitness,Sex&Romance,CareerLife…forthemtoimprovethemselvesoninter-personalskill..•Launchedonmid-Aprilof2000•Averagemonthlypageview:2,000,000•RegisterUsers:20,000+VisitorProfile•Age:55%ofitsregisterisagedbetween26and35•Gendersplit(Male:Female):17%:83%•MPI:65%ofitsMPIisHKD20,000orabovePARTII:Howtomeasuresuccess…Howtomeasuresuccess?•Ourultimategoalistochangeconsumerperceptiontoward