雀巢在线媒介投放策划teZH8.ppt

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