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1、,eineken,H,Online Advertising Operating Proposal Jan.8th 2001,Con tents,Bring advantage to Advertisers,Bring advantage to Publishers,Essential information from advertiser,An idiographic analysis for targeting users in the situation of RPC,Promoting strategy,Media Planning schedule,AMS To increase be
2、er brand loyalty, the complexities of market characteristics and dynamics due to the shifting and maturing of internet users behavior must be mastered; Brand penetration must be done one step at a time in a firm manner. The promotion strategy should aim at the different stages of visitors psychologi
3、cal characteristics; As long as the macro-level planning is set, promotion work needs to be separated into piece modules and allow for precise execution .,Common Sense,To reinforce the Heineken Brand World To increase event awareness To create noise level within the region(Beijing)and establish”BIG”
4、 brand image Sales volume, packaging mix To induce take home sales,Advertising Objectives,Promoting strategy,Interactive Business,Interactive Media,Promoting strategy,To achieve this aim, we exploit the uniqueness of internet advertising by propose the 3 following stages during execution.,phase 1,ph
5、ase 2,phase 3,Awareness: Building Event Awareness,Identify: Lock in targeting audience to run focus promotions,Participation:,Attracting targeting audience to go into event,Promoting strategy,Pertinency Of Phase-Advertising Promotion,with Time,phase 1,phase 2,phase 3,2001,Every phase is average 1 we
6、ek, total 3 weeks.,Because :,The targeting audiences can engender relaxation if the period is too long.,To avoid waste of expenses.,Bringing targeting audiences time press so that they are avid to,participate the campaign.,Promoting strategy,Media Strategy-Confirming Ground,White-collars are fond of
7、 site(Of Beijing):,Portal Site, especially trend news channel, Life Site, especially trend the sites which describe drink, entertainment, travel, making friends etc. IT Site,describe IT news,IT products, IT economy, evolution of Modern electron, trade dynamics etc. Ec Site, especially notice B2B and
8、 B2C,Promoting strategy,According to DATA,NetValue&Others,CNNIC,Data from Site itself,DART,Integrating,to confirm targeting sites!,Promoting strategy,Portal Site,S, Fm365,T,Life Site,E Homepage &B,IT Site,Y,E,EC Site,C,Most Popular Sites,Promoting strategy,We will make advertising Creative and Perfo
9、rmance according to the characteristics of each promoting phase!,Well then,Promoting strategy,Making ad creative and performance in conformity to each phase,phase 1,phase 2,phase 3,Awareness,Conception,Time&Place,Award of event,Promoting strategy,Making ad creative and performance in conformity to e
10、ach phase,phase 1,phase 2,phase 3,Intension of Brand,Good Quality,Enterprise culture,Identify,Promoting strategy,Making ad creative and performance in conformity to each phase,phase 1,phase 2,phase 3,Time&Place,Award of event,Music&delicious beer,Participation,Promoting strategy,Creative and Perform
11、ance at the promoting event,Illustration,Promoting strategy,Creative and Performance at the promoting event,Banner,Standard: 468X60,Format: GIF&JPG, Flash&Java,Promoting strategy,Creative and Performance at the promoting event,Standard: 468X60,Format: GIF&JPG,Hide Page Banner,Vertical Banner,Standar
12、d: 120X240,Format: GIF&JPG, Flash&Java,Promoting strategy,Creative and Performance at the promoting event,Textlink,Promoting strategy,Creative and Performance at the promoting event,Text Link,Format: HTML,Promoting strategy,Asia-media provides various advertising formats and it tightly adhere to pro
13、moting event of client, thereby enhancing Advertising ROI. Please Logon Asia-media!,Media,Planning Schedule,Media Planning schedule,Please refer to Media Planning Schedule For Heineken Excel. Asia-Media Of Media Dept.,Reporting,AMS,&,Dynamic Supervisory Process,Supervising,Launching,Media Planning,A
14、djusted plan,Adjusted creative,Adjusted buying,Holistic operating Period of Event,AMS&Reporting,Schedule,AMS&Reporting,Reporting Form,AMS&Reporting,Authoritative internet advertising managing system-Dart!,Reporting Content:,Managing advertisers advertisement Managing site advertising Volumes Managin
15、g Network Managing sales Organizations,Report by 30 days Report by day Report by clicking Report by network Report by website,Data Statistics by website Advertising Block Keyword&Rich Media Analysis of ROI Trending forecast,hanks,T,Asia-Media Digital Interactive,Suite 612,Union Plaza 20 ChaoYang Men Wai Ave.Beijing 100020,China TEL：86 10 65883700，65883600 FAX：86 10 65883707 York.yaoAsia-M,
