1、雀巢在線媒介投放策劃背景廣博公司向客戶提供預(yù)算為人民幣1,000,000媒介計(jì)劃向客戶提供媒介廣告的策劃過程及如何測(cè)量廣告效果推薦網(wǎng)站門戶網(wǎng)站到達(dá)率排名瀏覽量(000/月) 成立時(shí)間網(wǎng)易67.3%1738,556 1997年新浪59.4%2677,236 1998年生活?yuàn)蕵奉惥W(wǎng)站E龍14.4%21191,768 1999年華北地區(qū)首都在線22.9%1165,622 1998年華東地區(qū)億唐25.6%8124,111 1999年西南地區(qū)天虎熱線5%6818,438 1999年各地區(qū)網(wǎng)站生活?yuàn)蕵奉惥W(wǎng)站門戶網(wǎng)站 Netease Sina Elong Tyfo Etang 263Rich MediaBa

2、nnerBanner AdFloatingButtonText-linkContent Co. E-mail推薦網(wǎng)站及廣告投放形式建立品牌知名度進(jìn)行長(zhǎng)期提示更有針對(duì)性的發(fā)布產(chǎn)品信息10 Key Words10 Key Words for 4 Weeks (Est imps : 10,000)Nov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionYahoo!HKBanner Ad (Targeted Filter)Personal Care &CosmeticMedia Flowchart (Mass Portal)Netvigato

3、rBanner AdEntertainment &Womenity400,000100,000100,000100,000100,000Interactive ButtonEntertainment1month (Est. Imps : 2millions)110,0002,000,000HongkongBanner AdEntertainment, Love & Mystic100,000100,000Interactive ButtonWomen1month (Est. Imps : 200,000)200,000Advertorial (2 x)Women2 Weeks4 Weeks2

4、WeeksText-link to Advertorial Home PageWomen1 week1 week1 week2 Weeks1 Weeks10,000110,000Nov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionBanner Ad (ROS)Interactive ButtonFront Page of Home Page and Wedding Ch1month (Est. imps : 300,000)300,000Media Flowchart(Vertical Portal) 50,00012,50012

5、,50012,50012,500Tools Sponsorship on Skin Testingtext-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 weekNov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionMiclubBanner

6、 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 monthMedia Flowchart(Vertical Portal) Text-link to Advertorial“Focus”

7、and “Special Topic”1month1 monthNov61320271st Week2nd Week3rd Week4th WeekTotal ImpressionBanner Ad (ROS)Interactive ButtonHome Page1month (Est. imps : 800,000)800,000200,00050,00050,00050,00050,000Advertorial w/Text-link to micro-siteBeauty, Smart Tips1month1 monthAnnouncement AdE-mail65,00065,0004

8、,595,0001,148,750Average WeeklyImpressionImpression Split (Mass : Vertical)57:42In 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 bann

9、er ad will be served to them.Further consideration Media Cost to Client : HKD375,000*Net Reach (1+) : 75%Campaign CPM : HKD82Banner Ad Impression : 1MRemark :*1,000 free trial samples are necessary for March8 memberDur/SizeEst. NetReadershipCPMCostF/25-34Universal (617,000)HKD000HKDTV30-sec2,000- 32

10、4(CPRP)DailyApple DailyHP4C97,750191512ODNHP4C111,132233477MagazineNext MagazineFP4C34,40085405East WeekFP4C30,66056548ElleFP4C22,00054407Cosmo.FP4C22,00043511CPM ComparisonAppendixChinese mass postal of PCCWProvide information in wide ranging aspects, namely: news, finance, travel, entertainment, g

11、ame, woman and etcEstablished since 1997Average page views: 89,900,000 per month Membership: 560,000Visitor ProfileAge : 29% of its member is aged 30-40Gender split (Male:Female) : 60%:40%MPI : 55% are over HKD15,000Occupation : 43% are professional and Managerial GradeLeading Hongkong mass postal s

12、ervices 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 serviceEstablished since December, 1998Average monthly page view : 90,000,000Register Users: 50,000Visitor Profi

13、leAge : 27% of its member is aged 26-35Gender split (Male:Female) : 68%:32%Education Level : 47% are high School graduated or abovePremier life events site for global Chinese women, focusing on weddings, pregnancy and parenting.Five channels feature over 28 interactive applications including extensi

14、ve planning and budgeting tools and an integrated community platform. Launched on June 29, 2000Average monthly page view : 1,900,000Register Users: 20,000+Visitor ProfileAge : 70% of its register is aged 26 or aboveGender split (Male:Female) : 22%:78%March8 is a shopping, leisure website tailored fo

15、r Honking women, providing latest information such as up-to-date discounts, fashion trend, make-up, cosmetic tipsIncluding product and shop information on a variety of categories such as fashion, make-up, lifestyle, health and tips.Launched on April, 2000Average monthly page view : 2,000,000Register

16、 Users: 62,000+Visitor ProfileAge : 66% of its register is aged between 20 and 29Gender split (Male:Female) : 12%:88%Position : 43% are Prof./Middle Mgt or aboveMPI : 71% has HKD15,000 or aboveLifestyle website targeting to modern working ladies of Hongkong and Korean.Providing 14 main channels such

17、 as Fashion&Beauty, Health&Fitness, Sex& Romance, Career Life for them to improve themselves on inter-personal skill.Launched on mid-April of 2000Average monthly page view : 2,000,000Register Users: 20,000+Visitor ProfileAge : 55% of its register is aged between 26 and 35Gender split (Male:Female) :

18、 17%:83%MPI : 65% of its MPI is HKD20,000 or abovePART II : How to measure successHow 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

19、data is required to measure our successWhat are the key success : Brand awarenessMessage recallConsumer perceptionImplicationWe need quantitative data to identify success.We are recommending to conduct “Online research”O(jiān)nline researchObjective : To identify brand awareness level and consumer percept

20、ion towards Olay Total Effect among online consumer, before & after being exposed to online ads and Microsite.Online survey among 900 respondents.Online research#1 Group I : 300 respondents- Controlled group prior to the launch# 2 Group II : 300 respondents- Exposed to Total Effect online ad- 2 week

21、s after launch.# 3 Group III : 300 respondents- Exposed to the Total Effect online ad and Microsite-4 weeks after launch.Logistics900 respondentsat minimum-Women related site-Mass portal-Woman related site-Mass portalOlay Total Effectbanner adQuestionnaireOlay Total Effectbanner adGroup IGroup IIGro

22、up III-Woman related site -Mass portalOlay TE MicrositeSampleSampleClick here for a chance to win a basket of HK$ 5,000 worth skincare product.ClickAnswer 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

23、: 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 effectivenesse.g. Cliniquescroll down to rankExcellent, Very good, Good, Fair, Poor)Group I-Con

24、trolledObj : To check awareness & perception prior to online ad campaign launch.SubmitAnswer 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

25、-specific details-TBD)2.Have you seen any online ads of these brand?Yes/No 3.If yes, which one? Click hereto continueGroup II-After being exposed to the ad.Group III-After being exposed to the ad & MicrositeObj : To check awareness & perception after online ad campaign launch.Review this ad.5.Are yo

26、u aware of this ad ?Y/N6.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 hereto continueC

27、onfirmation pageThank you !You will have a chance to win a $5,000 worth of Olay product Please register your name, e-mail address & info. belowName_e-mail address_Skincare brand currently used_ Click here if you wish to receive useful info or promotion message from us.Summary of this planTactical si

28、ngle minded communicationObjective of promoting the comparative research findings to increase confidence in Olay Total EffectsHolistic communications online: Full combination of online vehiclesBanners, buttons, search words, advertorial, promotions Frequency and impactFrequency Cap ad serving: to ma

29、ximise 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 impactMeasure brand perception and estimate reachQualified click through and samplingCost implicati

30、onMedia Cost for online research :HKD 18,000Targeted sample size : 900Impression : 90,000Targeted CTR : 1%Cost implication-HK onlyCreative productionHK$Advertising 85,000Banners x 4 versionsInteractive button x 1 version/5 sizesMicrosite (inclusive of hosting)-Research results, product info, questionnaire, friend to friend samplingOnline resea