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 各地区网站 生活娱乐类网站 门户网站 Netease Sina Elong Tyfo Etang 263 Rich Media Banner Banner Ad Floating Button Text-link Content Co. E-mail 推荐网站及广告投放形式 建立品牌知名度 进行长期提示 更有针对性的发布产品信息 10 Key Words 10Key Words for 4 Weeks (Est imps : 10,000) Nov1327 1st Week 2nd Week 3rd Week 4th Week Total Impression Yahoo!HK Banner Ad (Targeted Filter) Personal Care & Cosmetic Media Flowchart (Mass Portal) Netvigator Banner Ad Entertainment & Womenity 400,000 100,000 100,000 100,000 100,000 Interactive Button Entertainment 1month (Est. Imps : 2millions) 110,000 2,000,000 Hongkong Banner Ad Entertainment, Love & Mystic 100,000 100,000 Interactive Button Women 1month (Est. Imps : 200,000) 200,000 Advertorial (2 x) Women 2 Weeks 4 Weeks 2 Weeks Text-link to Advertorial Home Page Women 1 week 1 week 1 week 2 Weeks 1 Weeks 10,000 110,000 Nov1327 1st Week 2nd Week 3rd Week 4th Week Total Impression CWOW Banner Ad (ROS) Interactive Button Front Page of Home Page and Wedding Ch 1month (Est. imps : 300,000) 300,000 Media Flowchart(Vertical Portal) – CWOW 50,000 12,500 12,500 12,500 12,500 Tools Sponsorship on Skin Testing text-link to Micro-site 1month 1 month Advertorial (1 x) Beauty Bride 1month 1 month Text-link to Advertorial Home Page of Wedding Ch 1 week Text-link to Advertorial E-mail 20,000 20,000 1 week Nov1327 1st Week 2nd Week 3rd Week 4th Week Total Impression Miclub Banner Ad “Fashion & Beauty”, “Health & Fitness”, “Shopping” & “Wedding” Interactive Button “Fashion & Beauty” 1month (Est. imps : 500,000) 500,000 200,000 50,000 50,000 50,000 50,000 Advertorial w/ Text-link to micro-site “Fashion & Beauty” 1month 1 month Media Flowchart(Vertical Portal) – Miclub Text-link to Advertorial “Focus” and “Special Topic” 1month 1 month 。。。以上简介无排版格式，详细内容请下载查看