雀巢在线媒介投放策划课件

雀巢在线媒介投放策划雀巢在线媒介投放策划1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背景广博公司向客户提供预算为人民币1,000,000媒介计划2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 2005年新浪 59.4% 2 677,236 2006年生活娱乐类网站 E龙 14.4% 21 191,768 2007年华北地区首都在线 22.9% 11 65,622 2006年华东地区亿唐 25.6% 8 124,111 2007年西南地区天虎热线 5% 68 18,438 2007年推荐网站门户网站 到达率 排名 浏览量(’000/月) 3各地区网站生活娱乐类网站门户网站

Netease Sina Elong TyfoEtang263RichMediaBannerBannerAdFloatingButtonText-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各地区网站生活娱乐类网站门户网站推荐网站及广告投放形式建立品410KeyWords10KeyWordsfor4Weeks(Estimps:10,000)Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionYahoo!HKBannerAd(TargetedFilter) PersonalCare& CosmeticMediaFlowchart(MassPortal)NBannerAd Entertainment& Womenity400,000100,000100,000100,000100,000InteractiveButton Entertainment1month(Est.Imps:2millions)110,0002,000,000HBannerAd Entertainment,Love&Mystic100,000100,000InteractiveButton Women1month(Est.Imps:200,000)200,000Advertorial(2x) Women2Weeks4Weeks2WeeksText-linktoAdvertorialHomePage Women1week1week1week2Weeks1Weeks10,000110,00010KeyWords10KeyWordsfor5Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionCWOW.comBannerAd(ROS)InteractiveButton FrontPageof HomePageandWeddingCh1month(Est.imps:300,000)300,000MediaFlowchart

(VerticalPortal)–CWOW.com50,00012,50012,50012,50012,500ToolsSponsorship onSkinTesting text-linktoMicro-site1month1monthAdvertorial(1x) BeautyBride1month1monthText-linktoAdvertorialHomePageofWeddingCh1weekText-linktoAdvertorialE-mail20,00020,0001weekNov61320271stWeek2ndWeek3rd6Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMBannerAd “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)–MText-linktoAdvertorial “Focus”and“SpecialTopic”1month1monthNov61320271stWeek2ndWeek3rd7Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMBannerAd(ROS)

InteractiveButton HomePage1month(Est.imps:800,000)800,000200,00050,00050,00050,00050,000Advertorialw/ Text-linktomicro-site Beauty,SmartTips1month1monthMediaFlowchart

(VerticalPortal)–MAnnouncementAd E-mail65,00065,0004,595,0001,148,750AverageWeeklyImpressionImpressionSplit(Mass:Vertical)57:42Nov61320271stWeek2ndWeek3rd8

Inordertofullyutilizebanneradimpressions,“FrequencyCap”issuggested.Eachuniquevisitorwillonlybeexploredtoouradataspecifiedfrequency–recommendedfrequencyis6times(OTSat6x).Beyondthis,nobanneradwillbeservedtothem.Furtherconsideration… Inordertofullyutilizeban9MediaCost toClient:HKD 375,000*

NetReach(1+):75%CampaignCPM:HKD82CampaignImpression(Est.):4.6MBannerAdImpression:1MAverageWeeklyImps.:1.2MRemark: *1,000freetrialsamplesarenecessary forMmemberRemark: *1,000freetrialsam10

Dur/Size Est.Net Readership CPM Cost F/25-34 Universal(617,000) HKD ‘000 HKDTV 30-sec 2,000 - 324 (CPRP)DailyAppleDaily HP4C 97,750 191 512ODN HP4C 111,132 233 477MagazineNextMagazine FP4C 34,400 85 405EastWeek FP4C 30,660 56 548Elle FP4C 22,000 54 407Cosmo. FP4C 22,000 43 511CPMComparison Dur/Size Est.Net Readership11AppendixAppendix12NN13NChinesemasspostalofPCCWProvideinformationinwiderangingaspects,namely:news,finance,travel,entertainment,game,womanandetcEstablishedsince2005Averagepageviews:89,900,000permonthMembership:560,000VisitorProfileAge:29%ofitsmemberisaged30-40Gendersplit(Male:Female):60%:40%MPI:55%areoverHKD15,000Occupation:43%areprofessionalandManagerialGradeNChinesemasspos14HH15HLeadingHongkongmasspostalservicesintraditionalChineseandEnglish.ProvidinglocalHongkongcontent,includingdetailedinformationonsport,music,travel,jobs,education,celebrity,etcaswellasfreee-mailserviceEstablishedsinceDecember,2006Averagemonthlypageview:90,000,000RegisterUsers:50,000VisitorProfileAge:27%ofitsmemberisaged26-35Gendersplit(Male:Female):68%:32%EducationLevel:47%arehighSchoolgraduatedoraboveHLeadingHongkongm16CWOW.comCWOW.com17CWOW.comPremierlifeeventssiteforglobalChinesewomen,focusingonweddings,pregnancyandparenting.Fivechannelsfeatureover28interactiveapplicationsincludingextensiveplanningandbudgetingtoolsandanintegratedcommunityplatform.LaunchedonJune29,2000Averagemonthlypageview:1,900,000RegisterUsers:20,000+VisitorProfileAge:70%ofitsregisterisaged26oraboveGendersplit(Male:Female):22%:78%CWOW.comPremierlifeeventssi18MM19MMisashopping,leisurewebsitetailoredforHonkingwomen,providinglatestinformationsuchasup-to-datediscounts,fashiontrend,make-up,cosmetictips…Includingproductandshopinformationonavarietyofcategoriessuchasfashion,make-up,lifestyle,healthandtips.LaunchedonApril,2000Averagemonthlypageview:2,000,000RegisterUsers:62,000+VisitorProfileAge:66%ofitsregisterisagedbetween20and29Gendersplit(Male:Female):12%:88%Position:43%areProf./MiddleMgtoraboveMPI:71%hasHKD15,000oraboveMMisashop20MM21MLifestylewebsitetargetingtomodernworkingladiesofHongkongandKorean.Providing14mainchannelssuchasFashion&Beauty,Health&Fitness,Sex&Romance,CareerLife…forthemtoimprovethemselvesoninter-personalskill..Launchedonmid-Aprilof2000Averagemonthlypageview:2,000,000RegisterUsers:20,000+VisitorProfileAge:55%ofitsregisterisagedbetween26and35Gendersplit(Male:Female):17%:83%MPI:65%ofitsMPIisHKD20,000oraboveMLifestylewebsiteta22PARTII:Howtomeasuresuccess…PARTII:Howtomeasuresucce23Howtomeasuresuccess?OurultimategoalistochangeconsumerperceptiontowardsOlayTotalEffectandmakethemtrytheproduct.AlthoughthenumberofimpressionsandCTRcanbemeasuredpostcampaign,morespecificdataisrequiredtomeasureoursuccess…Whatarethekeysuccess: Brandawareness Messagerecall ConsumerperceptionHowtomeasuresuccess?Ourult24ImplicationWeneedquantitativedatatoidentifysuccess.Wearerecommendingtoconduct“Onlineresearch”…ImplicationWeneedquantitativ25OnlineresearchObjective:ToidentifybrandawarenesslevelandconsumerperceptiontowardsOlayTotalEffectamongonlineconsumer,before&afterbeingexposedtoonlineadsandMicrosite.Onlinesurveyamong900respondents.OnlineresearchObjective:To26Onlineresearch#1GroupI:300respondents -Controlledgrouppriortothelaunch#2GroupII:300respondents -ExposedtoTotalEffectonlinead-2weeksafterlaunch.#3GroupIII:300respondents -ExposedtotheTotalEffectonlineadandMicrosite-4weeksafterlaunch.Onlineresearch#1GroupI:3027Logistics900respondentsatminimum-Womenrelatedsite-Massportal-Womanrelatedsite-MassportalOlayTotalEffectbanneradQuestionnaireOlayTotalEffectbanneradGroupIGroupIIGroupIII-Womanrelatedsite-MassportalOlayTEMicrositeLogistics900respondents-Women28SampleSample29SampleClickhereforachancetowinabasketofHK$5,000worthskincareproduct.ClickSampleClickhereforClick30Answer4questionsforachancetowinabasketofHK$5,000worthskincareproduct..1.Nametheskincarebrandthathasanti-agingproducts(scrolldown:Clinique,Esteelauder,Lancome,Nutrogena,OilofOlay-specificdetails-TBD)2.Haveyouseenanyonlineadsofthesebrand?Yes/No3.Ifyes,whichone?4.Yourperceptiontowardsthosebrandsintermsofeffectiveness…e.g.CliniquescrolldowntorankExcellent,Verygood,Good,Fair,Poor)GroupI-ControlledObj:Tocheckawareness&perceptionpriortoonlineadcampaignlaunch.SubmitAnswer4questionsforachanc31Answeronly8questionsforachancetowinabasketofHK$5,000worthskincareproduct..1.Nametheskincarebrandthathasanti-agingproducts(scrolldown:OilofOlay,Lancome,Esteelauder,Clinique,Nutrogena-specificdetails-TBD)2.Haveyouseenanyonlineadsofthesebrand?Yes/No3.Ifyes,whichone?ClickheretocontinueGroupII-Afterbeingexposedtothead.GroupIII-Afterbeingexposedtothead&MicrositeObj:Tocheckawareness&perceptionafteronlineadcampaignlaunch.Answeronly8questionsfora32Reviewthisad…..5.Areyouawareofthisad?Y/N6.Whatisthekeymessage?(scrolldownforchoices-specificdetails,TBD)7.DoyouwanttotryOlayTotalEffect?Y/NIfno,whynot?8.yourperceptiontowardsOlayTotalEffectintermsofeffectiveness?(scrolldown:Excellent,Verygood,Good,Fair,Poor)ClickheretocontinueReviewthisad…..Clickhere33ConfirmationpageThankyou!!!Youwillhaveachancetowina$5,000worthofOlayproductPleaseregisteryourname,e-mailaddress&info.belowName_____________e-mailaddress_____________Skincarebrandcurrentlyused___________________

Clickhereifyouwishtoreceiveusefulinfoorpromotionmessagefromus.Confirmationpage34SummaryofthisplanTacticalsinglemindedcommunicationObjectiveofpromotingthecomparativeresearchfindingstoincreaseconfidenceinOlayTotalEffectsHolisticcommunicationsonline:FullcombinationofonlinevehiclesBanners,buttons,searchwords,advertorial,promotionsFrequencyandimpactFrequencyCapadserving:–tomaximisereachtoachieveourminimumtargetof75%reach(women25-35ontheinternet)Massandverticalportals:Reach,aswellasmoreinvolvedandtargetedcommunicationsResearchelementstomeasureimpactMeasurebrandperceptionandestimatereachQualifiedclickthroughandsamplingSummaryofthisplanTacticals35CostimplicationCostimplication36MediaCost foronlineresearch:HKD18,000

Targetedsamplesize:900Impression:90,000TargetedCTR:1%雀巢在线媒介投放策划课件37Costimplication-HKonlyCreativeproduction HK$

Advertising 85,000

Bannersx4versions Interactivebuttonx1version/5sizes Microsite(inclusiveofhosting) -Researchresults,productinfo,questionnaire,friendtofriendsampling

Onlineresearch 5,000 Pop-upwindow(Gifformat)

Others Flashmovie 2-40,000 Chatroom (cost/astudent,2hrs/time,3times/week) 600 PR-AdvertorialHTML-1page(exclusiveofwrite-up) 5,000

Costimplication-HKonlyCreati38CostimplicationifbothHK&TaiwanHongKong HK$Creativeproduction 90,000(Exclusiveofflashmovie,chatroom,PRadvertorial)Media 375,000Onlineresearch(pop-upwindow) 18,000Total 483,000Add-inTaiwan Creativeproduction 40,000Media(ExclusiveofonlineresearchforTaiwan) 350,000Total 390,000CostimplicationifbothHK&39CampaignscheduleAlignonthecampaignelements&cost Oct.5Mediaplanpresentation&approval Oct.20-CBpresentation&approval Oct.20-L/O,siteref.presentation Oct.26-Revisions,ifany Oct.30-Programming Oct.31-Nov.3-Finalapproval Nov.6-Hosting Nov.7-9 -Pre-testad&Microsite-questionnairepagelaunch Nov.10Phase1:Pre-test:Nov.10-Creativeidea Oct.27-L/Opresentation Nov.1-Revisions,ifany Nov.3-Programming Nov.6-9-Finalapproval Nov.10 -Campaigntesting Nov.10-16-Campaignlaunch Nov.17Phase2:Adcampaign:Nov.17CampaignscheduleAlignonthe40NextstepsAlignonthedetailedmediaplan Oct.20Alignonthecreativeelements Oct.20NextstepsAlignonthedetaile41雀巢在线媒介投放策划雀巢在线媒介投放策划42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背景广博公司向客户提供预算为人民币1,000,000媒介计划43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 2005年新浪 59.4% 2 677,236 2006年生活娱乐类网站 E龙 14.4% 21 191,768 2007年华北地区首都在线 22.9% 11 65,622 2006年华东地区亿唐 25.6% 8 124,111 2007年西南地区天虎热线 5% 68 18,438 2007年推荐网站门户网站 到达率 排名 浏览量(’000/月) 44各地区网站生活娱乐类网站门户网站

Netease Sina Elong TyfoEtang263RichMediaBannerBannerAdFloatingButtonText-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各地区网站生活娱乐类网站门户网站推荐网站及广告投放形式建立品4510KeyWords10KeyWordsfor4Weeks(Estimps:10,000)Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionYahoo!HKBannerAd(TargetedFilter) PersonalCare& CosmeticMediaFlowchart(MassPortal)NBannerAd Entertainment& Womenity400,000100,000100,000100,000100,000InteractiveButton Entertainment1month(Est.Imps:2millions)110,0002,000,000HBannerAd Entertainment,Love&Mystic100,000100,000InteractiveButton Women1month(Est.Imps:200,000)200,000Advertorial(2x) Women2Weeks4Weeks2WeeksText-linktoAdvertorialHomePage Women1week1week1week2Weeks1Weeks10,000110,00010KeyWords10KeyWordsfor46Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionCWOW.comBannerAd(ROS)InteractiveButton FrontPageof HomePageandWeddingCh1month(Est.imps:300,000)300,000MediaFlowchart

(VerticalPortal)–CWOW.com50,00012,50012,50012,50012,500ToolsSponsorship onSkinTesting text-linktoMicro-site1month1monthAdvertorial(1x) BeautyBride1month1monthText-linktoAdvertorialHomePageofWeddingCh1weekText-linktoAdvertorialE-mail20,00020,0001weekNov61320271stWeek2ndWeek3rd47Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMBannerAd “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)–MText-linktoAdvertorial “Focus”and“SpecialTopic”1month1monthNov61320271stWeek2ndWeek3rd48Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMBannerAd(ROS)

InteractiveButton HomePage1month(Est.imps:800,000)800,000200,00050,00050,00050,00050,000Advertorialw/ Text-linktomicro-site Beauty,SmartTips1month1monthMediaFlowchart

(VerticalPortal)–MAnnouncementAd E-mail65,00065,0004,595,0001,148,750AverageWeeklyImpressionImpressionSplit(Mass:Vertical)57:42Nov61320271stWeek2ndWeek3rd49

Inordertofullyutilizebanneradimpressions,“FrequencyCap”issuggested.Eachuniquevisitorwillonlybeexploredtoouradataspecifiedfrequency–recommendedfrequencyis6times(OTSat6x).Beyondthis,nobanneradwillbeservedtothem.Furtherconsideration… Inordertofullyutilizeban50MediaCost toClient:HKD 375,000*

NetReach(1+):75%CampaignCPM:HKD82CampaignImpression(Est.):4.6MBannerAdImpression:1MAverageWeeklyImps.:1.2MRemark: *1,000freetrialsamplesarenecessary forMmemberRemark: *1,000freetrialsam51

Dur/Size Est.Net Readership CPM Cost F/25-34 Universal(617,000) HKD ‘000 HKDTV 30-sec 2,000 - 324 (CPRP)DailyAppleDaily HP4C 97,750 191 512ODN HP4C 111,132 233 477MagazineNextMagazine FP4C 34,400 85 405EastWeek FP4C 30,660 56 548Elle FP4C 22,000 54 407Cosmo. FP4C 22,000 43 511CPMComparison Dur/Size Est.Net Readership52AppendixAppendix53NN54NChinesemasspostalofPCCWProvideinformationinwiderangingaspects,namely:news,finance,travel,entertainment,game,womanandetcEstablishedsince2005Averagepageviews:89,900,000permonthMembership:560,000VisitorProfileAge:29%ofitsmemberisaged30-40Gendersplit(Male:Female):60%:40%MPI:55%areoverHKD15,000Occupation:43%areprofessionalandManagerialGradeNChinesemasspos55HH56HLeadingHongkongmasspostalservicesintraditionalChineseandEnglish.ProvidinglocalHongkongcontent,includingdetailedinformationonsport,music,travel,jobs,education,celebrity,etcaswellasfreee-mailserviceEstablishedsinceDecember,2006Averagemonthlypageview:90,000,000RegisterUsers:50,000VisitorProfileAge:27%ofitsmemberisaged26-35Gendersplit(Male:Female):68%:32%EducationLevel:47%arehighSchoolgraduatedoraboveHLeadingHongkongm57CWOW.comCWOW.com58CWOW.comPremierlifeeventssiteforglobalChinesewomen,focusingonweddings,pregnancyandparenting.Fivechannelsfeatureover28interactiveapplicationsincludingextensiveplanningandbudgetingtoolsandanintegratedcommunityplatform.LaunchedonJune29,2000Averagemonthlypageview:1,900,000RegisterUsers:20,000+VisitorProfileAge:70%ofitsregisterisaged26oraboveGendersplit(Male:Female):22%:78%CWOW.comPremierlifeeventssi59MM60MMisashopping,leisurewebsitetailoredforHonkingwomen,providinglatestinformationsuchasup-to-datediscounts,fashiontrend,make-up,cosmetictips…Includingproductandshopinformationonavarietyofcategoriessuchasfashion,make-up,lifestyle,healthandtips.LaunchedonApril,2000Averagemonthlypageview:2,000,000RegisterUsers:62,000+VisitorProfileAge:66%ofitsregisterisagedbetween20and29Gendersplit(Male:Female):12%:88%Position:43%areProf./MiddleMgtoraboveMPI:71%hasHKD15,000oraboveMMisashop61MM62MLifestylewebsitetargetingtomodernworkingladiesofHongkongandKorean.Providing14mainchannelssuchasFashion&Beauty,Health&Fitness,Sex&Romance,CareerLife…forthemtoimprovethemselvesoninter-personalskill..Launchedonmid-Aprilof2000Averagemonthlypageview:2,000,000RegisterUsers:20,000+VisitorProfileAge:55%ofitsregisterisagedbetween26and35Gendersplit(Male:Female):17%:83%MPI:65%ofitsMPIisHKD20,000oraboveMLifestylewebsiteta63PARTII:Howtomeasuresuccess…PARTII:Howtomeasuresucce64Howtomeasuresuccess?OurultimategoalistochangeconsumerperceptiontowardsOlayTotalEffectandmakethemtrytheproduct.AlthoughthenumberofimpressionsandCTRcanbemeasuredpostcampaign,morespecificdataisrequiredtomeasureoursuccess…Whatarethekeysuccess: Brandawareness Messagerecall ConsumerperceptionHowtomeasuresuccess?Ourult65ImplicationWeneedquantitativedatatoidentifysuccess.Wearerecommendingtoconduct“Onlineresearch”…ImplicationWeneedquantitativ66OnlineresearchObjective:ToidentifybrandawarenesslevelandconsumerperceptiontowardsOlayTotalEffectamongonlineconsumer,before&afterbeingexposedtoonlineadsandMicrosite.Onlinesurveyamong900respondents.OnlineresearchObjective:To67Onlineresearch#1GroupI:300respondents -Controlledgrouppriortothelaunch#2GroupII:300respondents -ExposedtoTotalEffectonlinead-2weeksafterlaunch.#3GroupIII:300respondents -ExposedtotheTotalEffectonlineadandMicrosite-4weeksafterlaunch.Onlineresearch#1GroupI:3068Logistics900respondentsatminimum-Womenrelatedsite-Massportal-Womanrelatedsite-MassportalOlayTotalEffectbanneradQuestionnaireOlayTotalEffectbanneradGroupIGroupIIGroupIII-Womanrelatedsite-MassportalOlayTEMicrositeLogistics900respondents-Women69SampleSample70SampleClickhereforachancetowinabasketofHK$5,000worthskincareproduct.ClickSampleClickhereforClick71Answer4questionsforachancetowinabasketofHK$5,000worthskincareproduct..1.Nametheskincarebrandthathasanti-agingproducts(scrolldown:Clinique,Esteelauder,Lancome,Nutrogena,OilofOlay-specificdetails-TBD)2.Haveyouseenanyonlineadsofthesebrand?Yes/No3.Ifyes,whichone?4.Yourperceptiontowardsthosebrandsintermsofeffectiveness…e.g.CliniquescrolldowntorankExcellent,Verygood,Good,Fair,Poor)GroupI-ControlledObj:Tocheckawareness&perceptionpriortoonlineadcampaignlaunch.SubmitAnswer4questionsforachanc72Answeronly8questionsforachancetowinabasketofHK$5,000worthskincareproduct..1.Nametheskincarebrandthathasanti-agingproducts(scrolldown:OilofOlay,Lancome,Esteelauder,Clinique,Nutrogena-specificdetails-TBD)2.Haveyouseenanyonlineadsofthesebrand?Yes/No3.Ifyes,whichone?ClickheretocontinueGroupII-Afterbeingexposedtothead.GroupIII-Afterbeingexposedtothead&MicrositeObj:Tocheckawareness&perceptionafteronlineadcampaignlaunch.Answeronly8questionsfora73Reviewthisad…..5.Areyouawareofthisad?Y/N6.Whatisthekeymessage?(scrolldownforchoices-specificdetails,TBD)7.DoyouwanttotryOlayTotalEffect?Y/NIfno,whynot?8.yourperceptiontowardsOlayTotalEffectintermsofeffectiveness?(scrolldown:Excellent,Verygood,Good,Fair,Poor)ClickheretocontinueReviewthisad…..Clickhere74ConfirmationpageThankyou!!!Youwillhaveachancetowina$5,000worthofOlayproductPleaseregisteryourname,e-mailaddress&info.belowName_____________e-mailaddress_____________Skincarebrandcurrentlyused___________________

Clickhereifyouwishtoreceiveusefulinfoorpromotionmessagefromus.Confirmationpage75SummaryofthisplanTacticalsinglemindedcommunicationObjectiveofpromotingthecomparativeresearch