柯達(dá)公關(guān)推廣方案ppt模板(文件)
【正文】 ties with high TV rate(. BJ), Print is mainly utilized. 在電視廣告費(fèi)用昂貴 (如北京 )的城市 ,以報(bào)紙為主 . ?Concentrate on the 2nd Weekend to maximize the effective OTS 側(cè)重第二周周末前 (周四和周五 ),加深有效記憶 . DSB Kodak Media Selection 媒體選擇 ?Media Consumption Analysis ( 4 Sample Cities ) 四個(gè)樣本城市的媒體消費(fèi)習(xí)慣 ?Media Selection Criteria 媒體選擇標(biāo)準(zhǔn) DSB Kodak Media Consumption媒體消費(fèi)習(xí)慣 0102030405060708090100TV Daily NP Weekly NP RadioTarget: people aged 2535 with children 05, Monthly HH ine RMB 1500+ Beijing % 01020304050607080TV Daily NP Radio Weekly NPTianjin 0102030405060708090TV Daily NP Radio Weekly NP0102030405060708090100TV Daily NP Radio Weekly NP% % % Wuhan Xi’an Source: CMMS 98 DSB Kodak Media Consumption媒體消費(fèi)習(xí)慣 TV and Daily newspaper are the two most effective munication vehicles to reach our target audience. DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) ?city TV or cable TV ?high rating ?low CPRP As for TV, the media we choose should be: DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) 051015202517:00 18:00 19:00 20:00 21:00 22:00 23:00Tianjin TV 1 Tianjin TV 3 Tianjin Cable 1 Tianjin TV 2Target: TJ people aged 2535 with children 05, Monthly HH ine RMB 1500+ Rating Period: June 98Nov 98 4 channels can all be considered based on the high ratings at different time Sample Rating Analysis by Top 4 TV Station in Tianjin Source: CSM DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) Sample 15” CPRP parison of Top 4 TV Station in Tianjin ( in Rmb ) Media Ave 15”cost Ave rating Ave CPRP TJTV1 TJTV2 TJTV3 TJCTV1 6530 4500 4500 3700 558 1023 1286 402 Remarks: TV rate is based on 98 ratecard rating period: JunNov 98 Source:CSM DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) ?Readership ?Popularity and costefficiency For print, we must consider: DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) 0 10 20 30 40 50 Shenyang Daily Shenyang EveningNews Liao Shen Wan Bao Liaoning Ri Bao Liaoning EconomicDaily Readership% sample Readership analysis Target: SY people aged 2535 with children 05, Monthly HH ine RMB 1500+ DSB Kodak Media Selection Criteria媒體選擇標(biāo)準(zhǔn) Circulation(‘000) Readership(%) Coverage % of Newsstand CPTC (HP,BW) Shenyang Daily Shenyang Eve 300 250 % % SY and its neighborhood 10% 35% 183 110 SY and its neighborhood Source: AC Nielsen Remarks: CPTC is figured out based on the 98 official rate DSB Kodak Master Plan 媒介計(jì)劃 Please see attachment DSB Kodak 我們的表現(xiàn)如何？ DSB Kodak 活動(dòng)評(píng)估 Evaluation ? KEX店 增多和升級(jí) ? 市場(chǎng)占有率的提高和銷售增長(zhǎng) ? 柯達(dá) Mind share 的增長(zhǎng) ? Increase of sale volume and
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