雀巢在线媒介投放策划bzxl

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,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%1738,556,2005,年,新浪59.4%2677,236,2006,年,生活娱乐类网站,E,龙14.4%21191,768,2007,年,华北地区,首都在线22.9%1165,622,2006,年,华东地区,亿唐25.6%8124,111,2007,年,西南地区,天虎热线5%68,18,438 2007,年,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,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,10,Key Words,10,Key Words for 4 Weeks(Est imps:10,000),Nov,6,13,20,27,1,st,Week,2,nd,Week,3,rd,Week,4,th,Week,Total Impression,Yahoo!HK,Banner Ad(Targeted Filter),Personal Care&,Cosmetic,Media Flowchart(Mass Portal),N,Banner Ad,Entertainment&,Womenity,400,000,100,000,100,000,100,000,100,000,Interactive Button,Entertainment,1,month(Est.Imps:2millions),110,000,2,000,000,H,Banner Ad,Entertainment,Love&Mystic,100,000,100,000,Interactive Button,Women,1,month(Est.Imps:200,000),200,000,Advertorial(2 x),Women,2,Weeks,4,Weeks,2,Weeks,Text-link to Advertorial Home Page,Women,1,week,1,week,1,week,2,Weeks,1,Weeks,10,000,110,000,Nov,6,13,20,27,1,st,Week,2,nd,Week,3,rd,Week,4,th,Week,Total Impression,CWOW.com,Banner Ad(ROS),Interactive Button,Front Page of,Home Page and Wedding Ch,1,month(Est.imps:300,000),300,000,Media Flowchart(Vertical Portal)CWOW.com,50,000,12,500,12,500,12,500,12,500,Tools Sponsorship,on Skin Testing,text-link to Micro-site,1,month,1,month,Advertorial(1 x),Beauty Bride,1,month,1,month,Text-link to Advertorial Home Page of Wedding Ch,1,week,Text-link to Advertorial E-mail,20,000,20,000,1,week,Nov,6,13,20,27,1,st,Week,2,nd,Week,3,rd,Week,4,th,Week,Total Impression,M,Banner Ad,“Fashion&,Beauty”,“Health&Fitness”,“Shopping”&“Wedding”,Interactive Button,“Fashion&Beauty”,1,month(Est.imps:500,000),500,000,200,000,50,000,50,000,50,000,50,000,Advertorial w/,Text-link to micro-site,“Fashion&Beauty”,1,month,1,month,Media Flowchart(Vertical Portal)M,Text-link to Advertorial,“Focus”and“Special Topic”,1,month,1,month,Nov,6,13,20,27,1,st,Week,2,nd,Week,3,rd,Week,4,th,Week,Total Impression,M,Banner Ad(ROS),Interactive Button,Home Page,1,month(Est.imps:800,000),800,000,200,000,50,000,50,000,50,000,50,000,Advertorial w/,Text-link to micro-site,Beauty,Smart Tips,1,month,1,month,Media Flowchart(Vertical Portal)M,Announcement Ad,E-mail,65,000,65,000,4,595,000,1,148,750,Average Weekly,Impression,Impression Split(Mass:Vertical),57:42,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.,Further consideration,Media Cost to Client:HKD375,000*,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 M member,Dur/SizeEst.NetReadershipCPM,CostF/25-34,Universal(617,000),HKD000HKD,TV,30-sec2,000-324,(CPRP),Daily,Apple DailyHP4C97,750191512,ODNHP4C111,132233477,Magazine,Next MagazineFP4C34,40085405,East WeekFP4C30,66056548,ElleFP4C22,00054407,Cosmo.FP4C22,00043511,CPM Comparison,Appendix,N,N,Chinese mass postal of PCCW,Provide information in wide ranging aspects,namely:news,finance,travel,entertainment,game,woman and etc,Established since 2005,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,H,H,Leading 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,2006,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.com,CWOW.com,Premier 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%,M,M,M 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