4A广告提案-打包下载-雀巢在线媒介投放策划.pptVIP

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4A广告提案-打包下载-雀巢在线媒介投放策划.ppt

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4A广告提案-打包下载-雀巢在线媒介投放策划

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% 1 738,556 1997年新浪 59.4% 2 677,236 1998年生活娱乐类网站 E龙 14.4% 21 191,768 1999年华北地区首都在线 22.9% 11 65,622 1998年华东地区亿唐 25.6% 8 124,111 1999年西南地区天虎热线 5% 68 18,438 1999年推荐网站及广告投放形式 Media Flowchart (Mass Portal) Media Flowchart(Vertical Portal) – CWOW.com Media Flowchart(Vertical Portal) – M Media Flowchart(Vertical Portal) – M Further consideration … 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. 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 1997 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, 1998 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