中国联通 网络营销在线推广策略
提案目的
为PDA开发在线推广方案，帮助客户认识 最有效的网络推广形式，从而进一步理解网络营销方式。
媒介任务-互联网广告所扮演的角色
配合传统媒体的宣传, 巩固品牌形象, 传达其特有的PDA市场概念 通过网上的互动活动，增强品牌偏好 通过交互式活动，提高消费者参与性及对中国联通产品服务的理解
媒介目标
在2000年1月底针对目标受众尽可能扩大信息到达率，形成大规模公关炒作
Website Selection
Criteria for selecting Websites:
Recommended Websites
Mass Portals Ranking* Yahoo!HK 1 Netvigator 5 Hongkong 6 Vertical Portals Cwow N/A Miclub N/A March8 N/A
Source : *Iamasia Sept-2000We believe that it is important for us to talk with our target at the right time and right movement on the internet. Thus, we would like to place our ad on the following channels: Targeted Filter is applied on Yahoo! HK Women Beauty & Fashion Skin Care Entertainment
Channel Selection
Recommended Websites and Channel Selection
Mass Portals Yahoo!HK Targeted Filter Netvigator Womenity/Entertainment Hongkong Women/Entertainment/Love/ Mystic Vertical Portals Cwow Skin Care/Skin Testing/Wedding Miclub Fashion&Beauty/Health&Fitness/ Shopping/Wedding March8 Beauty/Smart Tips
Vertical Portal
Mass Portal
Yahoo!HK Netvigator Hongkong CWOW Miclub March8 Key Word Search Banner Ad Interactive Button Text-link Advertorial E-mail
Recommended Website and Creative Usage
10 Key Words
10 Key Words for 4 Weeks (Est imps : 10,000)
Nov6 13
20 27
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