雀巢在线媒介投放策划

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1、1雀巢在线媒介投放策划雀巢在线媒介投放策划2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3推荐网站门户网站门户网站到达率到达率 排名排名浏览量浏览量( (000/000/月月) ) 成立时间成立时间网易67.3%1738,556 1997年新浪59.4%2677,236 1998年生活娱乐类网站E龙14.4%21191,768 1999年华北地区首都在线22.9%1165,622 1998年华东地区亿唐25.6%8124,111 1999年西南地区天虎热线5%6818,438 1999年4各地区网站各地区网站生活娱乐类网站生活娱乐类

2、网站门户网站门户网站 NeteaseNetease Sina Sina Elong Elong Tyfo Etang Tyfo Etang 263263Rich MediaRich MediaBannerBannerBanner AdBanner AdFloatingFloatingButtonButtonText-linkText-linkContent Co. Content Co. E-mailE-mail推荐网站及广告投放形式建立品牌知名度建立品牌知名度进行长期提示进行长期提示进行长期提示进行长期提示更有针对性的发布产品信息更有针对性的发布产品信息更有针对性的发布产品信息更有针对性的发

3、布产品信息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)NBanner AdEntertainment &Womenity400,000100,000100,000100,000100,000Interactive ButtonEntertai

4、nment1month (Est. Imps : 2millions)110,0002,000,000HBanner AdEntertainment, Love & Mystic100,000100,000Interactive ButtonWomen1month (Est. Imps : 200,000)200,000Advertorial (2 x)Women2 Weeks4 Weeks2 WeeksText-link to Advertorial Home PageWomen1 week1 week1 week2 Weeks1 Weeks10,000110,000Nov61320271s

5、t Week2nd Week3rd Week4th WeekTotal ImpressionCWOW.comBanner Ad (ROS)Interactive ButtonFront Page of Home Page and Wedding Ch1month (Est. imps : 300,000)300,000Media Flowchart(Vertical Portal) CWOW.com50,00012,50012,50012,50012,500Tools Sponsorship on Skin Testingtext-link to Micro-site1month1 month

6、Advertorial (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 ImpressionMBanner Ad“Fashion & Beauty”, “Health & Fitness”, “Shopping” & “Wedding”Interactive Button“Fashio

7、n & 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) MText-link to Advertorial“Focus” and “Special Topic”1month1 monthNov61320271st Week2nd Week3rd Week4th WeekTotal Impressio

8、nMBanner Ad (ROS) Interactive ButtonHome Page1month (Est. imps : 800,000)800,000200,00050,00050,00050,00050,000Advertorial w/Text-link to micro-siteBeauty, Smart Tips1month1 monthMedia Flowchart(Vertical Portal) MAnnouncement AdE-mail65,00065,0004,595,0001,148,750Average WeeklyImpressionImpression S

9、plit (Mass : Vertical)57:429In 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 1

10、0Media Cost to Client : HKD375,000*Net Reach (1+) : 75%Campaign CPM : HKD82Campaign Impression (Est.) : 4.6MBanner Ad Impression : 1MAverage Weekly Imps. : 1.2MRemark : *1,000 free trial samples are necessary for M member11Dur/SizeEst. NetReadershipCPMCostF/25-34Universal (617,000)HKD000HKDTV30-sec2

11、,000- 324(CPRP)DailyApple DailyHP4C97,750191512ODNHP4C111,132233477MagazineNext Magazine FP4C34,40085405East WeekFP4C30,66056548ElleFP4C22,00054407Cosmo.FP4C22,00043511CPM Comparison12Appendix13N14NChinese mass postal of PCCWProvide information in wide ranging aspects, namely: news, finance, travel,

12、 entertainment, game, 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 Grade15H16HLeading

13、 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 serviceEstablished since December, 1998Average monthly page view : 90,000,000Register Use

14、rs: 50,000Visitor ProfileAge : 27% of its member is aged 26-35Gender split (Male:Female) : 68%:32%Education Level : 47% are high School graduated or above17CWOW.com18CWOW.comPremier life events site for global Chinese women, focusing on weddings, pregnancy and parenting.Five channels feature over 28

15、 interactive applications including extensive 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%19M20M

16、M is a shopping, leisure website tailored for 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, 2000A

17、verage monthly page view : 2,000,000Register 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 above21M22MLifestyle website targeting to modern working ladies of H

18、ongkong and Korean.Providing 14 main channels such 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

19、aged between 26 and 35Gender split (Male:Female) : 17%:83%MPI : 65% of its MPI is HKD20,000 or above23PART II : How to measure success24How 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

20、 and CTR can be measured post campaign, more specific data is required to measure our successWhat are the key success : Brand awarenessMessage recallConsumer perception25ImplicationWe need quantitative data to identify success.We are recommending to conduct “Online research”26Online researchObjectiv

21、e : To identify brand awareness level and consumer perception towards Olay Total Effect among online consumer, before & after being exposed to online ads and Microsite.Online survey among 900 respondents.27Online research#1 Group I : 300 respondents- Controlled group prior to the launch# 2 Group II

22、: 300 respondents- Exposed to Total Effect online ad- 2 weeks after launch.# 3 Group III : 300 respondents- Exposed to the Total Effect online ad and Microsite-4 weeks after launch.28Logistics900 respondentsat minimum-Women related site-Mass portal-Woman related site-Mass portalOlay Total Effectbann

23、er adQuestionnaireOlay Total Effectbanner adGroup IGroup IIGroup III-Woman related site -Mass portalOlay TE Microsite29Sample30SampleClick here for a chance to win a basket of HK$ 5,000 worth skincare product.Click31Answer 4 questions for a chance to win a basket of HK$ 5,000 worth skincare product.

24、1.Name the skincare brand that has anti-aging products (scroll down : 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. Cliniques

25、croll down to rankExcellent, Very good, Good, Fair, Poor)Group I-ControlledObj : To check awareness & perception prior to online ad campaign launch.Submit32Answer 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

26、(scroll down : Oil of Olay, Lancome, Estee lauder, Clinique, Nutrogena-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 awarenes

27、s & perception after online ad campaign launch.33Review this ad.5.Are you 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?(scr

28、oll down : Excellent, Very good, Good, Fair, Poor)Click hereto continue34Confirmation 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 receiv

29、e useful info or promotion message from us.35Summary of this planTactical single 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,

30、 advertorial, promotions Frequency and impactFrequency Cap ad serving: to maximise 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 per

31、ception and estimate reachQualified click through and sampling36Cost implication37Media Cost for online research :HKD 18,000Targeted sample size : 900Impression : 90,000Targeted CTR : 1%38Cost implication-HK onlyCreative productionHK$Advertising 85,000Banners x 4 versionsInteractive button x 1 versi

32、on/5 sizesMicrosite (inclusive of hosting)-Research results, product info, questionnaire, friend to friend sampling Online research 5,000Pop-up window (Gif format) OthersFlash movie2-40,000Chat room (cost/a student, 2hrs/time, 3 times/week) 600PR-Advertorial HTML-1 page (exclusive of write-up) 5,000

33、 39Cost implication if both HK & TaiwanHong KongHK$Creative production90,000(Exclusive of flash movie, chat room, PR advertorial)Media 375,000Online research (pop-up window) 18,000Total483,000Add-in TaiwanCreative production 40,000Media (Exclusive of online research for Taiwan)350,000Total390,00040C

34、ampaign scheduleAlign on the campaign elements & costOct. 5Media plan presentation & approvalOct. 20-CB presentation & approvalOct. 20-L/O, site ref. presentationOct. 26-Revisions, if anyOct. 30-Programming Oct. 31-Nov.3-Final approvalNov. 6-HostingNov. 7-9-Pre-test ad & Microsite-questionnaire page

35、 launch Nov. 10Phase 1 : Pre-test : Nov.10-Creative idea Oct. 27-L/O presentationNov. 1-Revisions, if anyNov. 3-Programming Nov. 6-9-Final approvalNov. 10-Campaign testing Nov. 10-16-Campaign launchNov. 17Phase 2 : Ad campaign : Nov.1741Next stepsAlign on the detailed media planOct. 20Align on the creative elementsOct. 20