雀巢在線媒介投放策劃en(已修改)
2025-02-01 12:53 本頁面
【正文】 1 雀巢在線媒介投放策劃 2 背景 ? 廣博公司向客戶提供預(yù)算為人民幣 1,000,000媒介計劃 ? 向客戶提供媒介廣告的策劃過程及如何測量廣告效果 3 推薦網(wǎng)站 門戶網(wǎng)站 到達率 排名 瀏覽量 (’ 000/月 ) 成立時間 ? 網(wǎng)易 % 1 738,556 1997年 ? 新浪 % 2 677,236 1998年 生活娛樂類網(wǎng)站 ? E龍 % 21 191,768 1999年 華北地區(qū) ? 首都在線 % 11 65,622 1998年 華東地區(qū) ? 億唐 % 8 124,111 1999年 西南地區(qū) ? 天虎熱線 5% 68 18,438 1999年 4 各地區(qū)網(wǎng)站 生活娛樂類網(wǎng)站 門戶網(wǎng)站 Netease Sina Elong Tyfo Etang 263 Rich Media Banner Banner Ad Floating Button Textlink Content Co. Email 推薦網(wǎng)站及廣告投放形式 建立品牌知名度 進行長期提示 更有針對性的發(fā)布產(chǎn)品信息 10 Key Words 10 Key Words for 4 Weeks (Est imps : 10,000) Nov 6 13 20 27 1st Week 2nd Week 3rd Week 4th Week Total Impression Yahoo!HK Banner Ad (Targeted Filter) Personal Care amp。 Cosmetic Media Flowchart (Mass Portal) Banner Ad Entertainment amp。 Womenity 400,000 100,000 100,000 100,000 100,000 Interactive Button Entertainment 1month (Est. Imps : 2millions) 110,000 2,000,000 Banner Ad Entertainment, Love amp。 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 Textlink to Advertorial Home Page Women 1 week 1 week 1 week 2 Weeks 1 Weeks 10,000 110,000 Nov 6 13 20 27 1st Week 2nd Week 3rd Week 4th Week Total Impression Banner Ad (ROS) Interactive Button Front Page of Home Page and Wedding Ch 1month (Est. imps : 300,000) 300,000 Media Flowchart (Vertical Portal) – 50,000 12,500 12,500 12,500 12,500 Tools Sponsorship on Skin Testing textlink to Microsite 1month 1 month Advertorial (1 x) Beauty Bride 1month 1 month Textlink to Advertorial Home Page of Wedding Ch 1 week Textlink to Advertorial Email 20,000 20,000 1 week Nov 6 13 20 27 1st Week 2nd Week 3rd Week 4th Week Total Impression Banner Ad “Fashion amp。 Beauty”, “Health amp。 Fitness”, “Shopping” amp。 “Wedding” Interactive Button “Fashion amp。 Beauty” 1month (Est. imps : 500,000) 500,000 200,000 50,000 50,000 50,000 50,000 Advertorial w/ Textlink to microsite “Fashion amp。 Beauty” 1month 1 month Media Flowchart (Vertical Portal) – Textlink to Advertorial “Focus” and “Special Topic” 1month 1 month Nov 6 13 20 27 1st Week 2nd Week 3rd Week 4th Week Total Impression Banner Ad (ROS) Interactive B
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