市场营销：雀巢在线媒介投放策划.pptVIP

Answer 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- specific details-TBD) 2.Have you seen any online ads of these brand? Yes/No 3.If yes, which one? Click here to continue Group II-After being exposed to the ad. Group III-After being exposed to the ad Microsite Obj : To check awareness perception after online ad campaign launch. ?Review this ad….. 5.Are you aware of this ad ? Y/N 6.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 here to continue Confirmation page Thank you !!! You will have a chance to win a $5,000 worth of Olay product Please register your name, e-mail address info. below Name_____________e-mail address_____________ Skincare brand currently used___________________ Click here if you wish to receive useful info or promotion message from us. Summary of this plan Tactical single minded communication Objective of promoting the comparative research findings to increase confidence in Olay Total Effects Holistic communications online: Full combination of online vehicles Banners, buttons, search words, advertorial, promotions Frequency and impact Frequency Cap ad serving: – to maximise reach to achieve our minimum target of 75% reach (women 25-35 on the internet) Mass and vertical portals: Reach, as well as more involved and targeted communications Research elements to measure impact Measure brand perception and estimate reach Qualified click through and sampling Cost implication Media Cost for online research : HKD 18,000 Targeted sample size : 900 Impression : 90,000 Targeted CTR : 1% Cost implication-HK only Creative production HK$ Advert