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【正文】 arative research findings to increase confidence in Olay Total Effects ? Holistic munications online: Full bination 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 2535 on the inter) ? Mass and vertical portals: Reach, as well as more involved and targeted munications ? Research elements to measure impact – Measure brand perception and estimate reach – Qualified click through and sampling 36 Cost implication 37 Media Cost for online research : HKD 18,000 Targeted sample size : 900 Impression : 90,000 Targeted CTR : 1% 38 Cost implicationHK only Creative production HK$ Advertising 85,000 Banners x 4 versions Interactive button x 1 version/5 sizes Microsite (inclusive of hosting) Research results, product info, questionnaire, friend to friend sampling Online research 5,000 Popup window (Gif format) Others Flash movie 240,000 Chat room (cost/a student, 2hrs/time, 3 times/week) 600 PRAdvertorial HTML1 page (exclusive of writeup) 5,000 39 Cost implication if both HK amp。 Taiwan Hong Kong HK$ Creative production 90,000 (Exclusive of flash movie, chat room, PR advertorial) Media 375,000 Online research (popup window) 18,000 Total 483,000 Addin Taiwan Creative production 40,000 Media (Exclusive of online research for Taiwan) 350,000 Total 390,000 40 Campaign schedule ? Align on the campaign elements amp。 cost Oct. 5 ? Media plan presentation amp。 approval Oct. 20 CB presentation amp。 approval Oct. 20 L/O, site ref. presentation Oct. 26 Revisions, if any Oct. 30 Programming Oct. Final approval Nov. 6 Hosting Nov. 79 Pretest ad amp。 Micrositequestionnaire page launch Nov. 10 Phase 1 : Pretest : Creative idea Oct. 27 L/O presentation Nov. 1 Revisions, if any Nov. 3 Programming Nov. 69 Final approval Nov. 10 Campaign testing Nov. 1016 Campaign launch Nov. 17 Phase 2 : Ad campaign : 41 Next steps ? Align on the detailed media plan Oct. 20 ? Align on the creative elements Oct. 20
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