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1、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%1738,5561997年新浪59.4%2677,2361998年生活娱乐类网站E龙14.4%21191,7681999年华北地区首都在线22.9%1165,6221998年华东地区亿唐25.6%8124,1111999年西南地区天虎热线5%6818,4381999年各地区网站生活娱乐类网站门户网站NeteaseSinaElong
2、TyfoEtang263RichMediaBannerBannerAdFloatingButtonText-linkContentCo.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10KeyWords10KeyWordsfor4Weeks(Estimps:10,000)Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionYahoo!HKBannerAd(TargetedFilter)PersonalCare&CosmeticMed
3、iaFlowchart(MassPortal)Netvigator.comBannerAdEntertainment&Womenity400,000100,000100,000100,000100,000InteractiveButtonEntertainment1month(Est.Imps:2millions)110,0002,000,000Hongkong.comBannerAdEntertainment,Love&Mystic100,000100,000InteractiveButtonWomen1month(Es
4、t.Imps:200,000)200,000Advertorial(2x)Women2Weeks4Weeks2WeeksText-linktoAdvertorialHomePageWomen1week1week1week2Weeks1Weeks10,000110,000Nov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionCWOW.comBannerAd(ROS)InteractiveButtonFrontPageofHomePageandWeddingCh1month(
5、Est.imps:300,000)300,000MediaFlowchart (VerticalPortal)–CWOW.com50,00012,50012,50012,50012,500ToolsSponsorshiponSkinTestingtext-linktoMicro-site1month1monthAdvertorial(1x)BeautyBride1month1monthText-linktoAdvertorialHomePageofWeddingCh1weekText-linktoAdvertorialE-
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7、omicro-site“Fashion&Beauty”1month1monthMediaFlowchart (VerticalPortal)–Miclub.comText-linktoAdvertorial“Focus”and“SpecialTopic”1month1monthNov61320271stWeek2ndWeek3rdWeek4thWeekTotalImpressionMarch8.comBannerAd(ROS)InteractiveButtonHomePage1month(Est.imps:800,000)
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