Making the media in Internet
Contents
Introduction
Chapter 1. Theoretical basics of internet advertising
1.1 Concept of advertising
Forms of advertising
Objectives of the advertising
1.2 Delivery methods
Display advertising
Web banner advertising
Frame ad (traditional banner)
Pop-ups/pop-unders
Text ads
Mobile Advertising
Email Advertising
Online classified advertising
Adware
Affiliate Marketing
1.3 Benefits of online advertising
1.4 Click-through rate
Construction
Chapter 2. Media planning in Internet
2.1 Media Objectives
Target audience
Communication Goals
2.2 Media Strategies
Media Mix Decisions
Geographic Allocation Decisions
2.3 Designing Media Tactics
Frequency Considerations
2.4 Evaluating Media Plan Effectiveness
What to Measure
2.5 Example of media plan
Company: Oriflame
Conclusion
Bibliography
Introduction
Advertising and promotion are an integral part of
any business organisation. Over a period of time advertising has evolved as a
vital communication system for both consumer and business markets. The ability
of advertiser depends upon how carefully prepared messages are delivered to
target audience. From large multinationals to small retailers, all increasingly
rely on advertising and on various forms of promotion to help them market
product and services in the most efficient manner. Creativity is required not
only in designing an Advertising campaign but also in media planning. A number
of Media types and Media vehicles are increasingly being used in complement to
each other so as to reap the maximum benefit. Internet as a medium of
advertising is increasingly being used to target the Net subscribers.my course
work I will describe the media planning process, starting from establishing
media objectives through to developing media strategies and tactics and finally
evaluating the effectiveness of the media plan. Also I will show the example of
the media plan.
media internet plan strategy
Chapter
1. Theoretical basics of internet advertising
1.1
Concept of advertising
Advertising is a form of communication used to
help sell products and services. Typically it communicates a message including
the name of the product or service and how that product or service could
potentially benefit the consumer. However, advertising does typically attempt
to persuade potential customers to purchase or to consume more of a particular
brand of product or service. Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries.advertisements are designed
to generate increased consumption of those products and services through the
creation and reinvention of the "brand image". For these purposes,
advertisements sometimes embed their persuasive message with factual
information. There are many media used to deliver these messages, including
traditional media such as television, radio, cinema, magazines, newspapers,
video games, the carrier bags, billboards, mail or post and Internet marketing.
Today, new media such as digital signage is growing as a major new mass media.
Advertising is often placed by an advertising agency on behalf of a company or
other organization.that frequently spend large sums of money on advertising
that sells what is not, strictly speaking, a product or service include
political parties, interest groups, religious organizations, and military
recruiters. Non-profit organizations are not typical advertising clients, and
may rely on free modes of persuasion, such as public service
announcements.spent on advertising has increased dramatically in recent years.
In 2008, spending on advertising has been estimated at over $150 billion in the
United States and $385 billion worldwide, and the latter to exceed $450 billion
by 2010.advertising can be seen as necessary for economic growth, it is not
without social costs. Unsolicited Commercial Email and other forms of spam have
become so prevalent as to have become a major nuisance to users of these
services, as well as being a financial burden on internet service providers.
Advertising is increasingly invading public spaces, such as schools, which some
critics argue is a form of child exploitation. In addition, advertising
frequently uses psychological pressure (for example, appealing to feelings of
inadequacy) on the intended consumer, which may be harmful.
Forms
of advertising
Advertising can take a number of forms, including
advocacy, comparative, cooperative, direct-mail, informational, institutional,
outdoor, persuasive, product, reminder, point-of-purchase, and specialty
advertising.Advertising Advocacy advertising is normally thought of as any
advertisement, message, or public communication regarding economic, political,
or social issues. The advertising campaign is designed to persuade public
opinion regarding a specific issue important in the public arena. The ultimate
goal of advocacy advertising usually relates to the passage of pending state or
federal legislation. Almost all nonprofit groups use some form of advocacy
advertising to influence the public's attitude toward a particular issue.Advertising
Comparative advertising compares one brand directly or indirectly with one or
more competing brands. This advertising technique is very common and is used by
nearly every major industry, including airlines and automobile manufacturers.
One drawback of comparative advertising is that customers have become more
skeptical about claims made by a company about its competitors because accurate
information has not always been provided, thus making the effectiveness of
comparison advertising questionable.Advertising Cooperative advertising is a
system that allows two parties to share advertising costs. Manufacturers and
distributors, because of their shared interest in selling the product, usually
use this cooperative advertising technique. An example might be when a
soft-drink manufacturer and a local grocery store split the cost of advertising
the manufacturer's soft drinks; both the manufacturer and the store benefit
from increased store traffic and its associated sales. Cooperative advertising
is especially appealing to small storeowners who, on their own, could not
afford to advertise the product adequately.Mail Advertising Catalogues, flyers,
letters, and postcards are just a few of the direct-mail advertising options.
Direct-mail advertising has several advantages, including detail of
information, personalization, selectivity, and speed.Advertising In
informational advertising, which is used when a new product is first being
introduced, the emphasis is on promoting the product name, benefits, and possible
usesAdvertising Institutional advertising takes a much broader approach,
concentrating on the benefits, concept, idea, or philosophy of a particular
industry.companies often use it to promote image-building activities, such an
environmentally friendly business practices or new community-based programs
that it sponsors. Institutional advertising is closely related to public
relations, since both are interested in promoting a positive image of the
company to the public.Advertising Billboards and messages painted on the side
of buildings are common forms of outdoor advertising, which is often used when
quick, simple ideas are being promoted. Since repetition is the key to
successful promotion, outdoor advertising is most effective when located along heavily
traveled city streets and when the product being promoted can be purchased
locally. Only about 1 percent of advertising is conducted in this
manner.Advertising Persuasive advertising is used after a product has been
introduced to customers. The primary goal is for a company to build selective
demand for its product. For example, automobile manufacturers often produce
special advertisements promoting the safety features of their
vehicles.Advertising Product advertising pertains to nonpersonal selling of a
specific product.Advertising Reminder advertising is used for products that
have entered the mature stage of the product life cycle. The advertisements are
simply designed to remind customers about the product and to maintain
awareness.of-Purchase Advertising Point-of-purchase advertising uses displays
or other promotional items near the product that is being sold. The primary
motivation is to attract customers to the display so that they will purchase
the product.Advertising Specialty advertising is a form of sales promotion
designed to increase public recognition of a company's name. A company can have
its name put on a variety of items, such as caps, glassware, gym bags, jackets,
key chains, and pens. The value of specialty advertising varies depending on
how long the items used in the effort last. Most companies are successful in
achieving their goals for increasing public recognition and sales through these
efforts.
Objectives
of the advertising
Advertising objectives are the communication
tasks to be accomplished with specific customers that a company is trying to
reach during a particular time frame. A company that advertises usually strives
to achieve one of four advertising objectives: trial, continuity, brand
switching, and switchback. Which of the four advertising objectives is selected
usually depends on where the product is in its life cycle.The purpose of the
trial objective is to encourage customers to make an initial purchase of a new
product.companies will typically employ creative advertising strategies in
order to cut through other competing advertisements. The reason is simple:
Without that first trial of a product by customers, there will not be any re
peat purchases.Continuity advertising is a strategy to keep current customers
using a particular product. Existing customers are targeted and are usually
provided new and different information about a product that is designed to
build consumer loyalty.Switching Companies adopt brand switching as an
objective when they want customers to switch from competitors' brands to their
brands. A common strategy is for a company to compare product price or quality
in order to convince customers to switch to its product brand.Companies
subscribe to this advertising objective when they want to get back former users
of their product brand. A company might highlight new product features, price
reductions, or other important product information in order to get former
customers of its product to switchback.
1.2
Delivery methods
Display
advertising
Display advertising
conveys its advertising message visually using text, logos, animations, videos,
photographs, or other graphics. Display advertisers frequently target users
with particular traits to increase the ads' effect. Online advertisers (typically
through their ad servers) often use cookies, which are unique identifiers of
specific computers, to decide which ads to serve to a particular consumer.
Cookies can track whether a user left a page without buying anything, so the
advertiser can later retarget the user with ads from the site the user
visited.advertisers collect data across multiple external websites about a
user's online activity, they can create a detailed picture of the user's
interests to deliver even more targeted advertising. This aggregation of data
is called behavioral targeting. Advertisers can also target their audience by
using contextual and semantic advertising to deliver display ads related to the
content of the web page where the ads appear. Retargeting, behavioral
targeting, and contextual advertising all are designed to increase an
advertiser's return on investment, or ROI, over untargeted ads.may also deliver
ads based on a user's suspected geography through geotargeting. A user's IP
address communicates some geographic information (at minimum, the user's
country or general region). The geographic information from an IP can be
supplemented and refined with other proxies or information to narrow the range
of possible locations. For example, with mobile devices, advertisers can sometimes
use a phone's GPS receiver or the location of nearby mobile towers. Cookies and
other persistent data on a user's machine may provide help narrowing a user's
location further.
Web
banner advertising
Web banners or banner ads
typically are graphical ads displayed within a web page. Many banner ads are
delivered by a central ad server.ads can use rich media to incorporate video,
audio, animations, buttons, forms, or other interactive elements using Java
applets, HTML5, Adobe Flash, and other programs.
Frame
ad (traditional banner)
Frame ads were the first
form of web banners. The colloquial usage of "banner ads" often
refers to traditional frame ads. Website publishers incorporate frame ads by
setting aside a particular space on the web page. The Interactive Advertising
Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad
units.
Pop-ups/pop-unders
A pop-up ad is displayed
in a new web browser window that opens above a website visitor's initial
browser window. A pop-under ad opens a new browser window under a website
visitor's initial browser window.
Text
ads
A text ad displays
text-based hyperlinks. Text-based ads may display separately from a web page's
primary content, or they can be embedded by hyperlinking individual words or
phrases to advertiser's websites. Text ads may also be delivered through email
marketing or text message marketing. Text-based ads often render faster than
graphical ads and can be harder for ad-blocking software to block.
Mobile
Advertising
Mobile advertising is ad
copy delivered through wireless mobile devices such as smartphones, feature
phones, or tablet computers. Mobile advertising may take the form of static or
rich media display ads, SMS or MMS ads, mobile search ads, advertising within
mobile websites, or ads within mobile applications or games. Industry groups
such as the Mobile Marketing Association have attempted to standardize mobile
ad unit specifications, similar to the IAB's efforts for general online
advertising.advertising is growing rapidly for several reasons. There are more
mobile devices in the field, connectivity speeds have improved, screen
resolutions have advanced, mobile publishers are becoming more sophisticated
about incorporating ads, and consumers are using mobile devices more
extensively. The Interactive Advertising Bureau predicts continued growth in
mobile advertising with the adoption of location-based targeting and other
technological features not available or relevant on personal computers.
Email
Advertising
Email advertising is ad
copy comprising an entire email or a portion of an email message. Email
marketing may be unsolicited, in which case the sender may give the recipient
an option to opt-out of future emails, or it may be sent with the recipient's
prior consent.
Online
classified advertising
Online classified
advertising is advertising posted online in a categorical listing of specific
products or services. Examples include online job boards, online real estate
listings, automotive listings, online yellow pages, and online auction-based
listings. Craigslist and eBay are two prominent providers of online classified
listings.
Adware
Adware is software that,
once installed, automatically displays advertisements on a user's computer. The
ads may appear in the software itself, integrated into web pages visited by the
user, or in pop-ups/pop-unders. Adware installed without the user's permission
is a type of malware.
Affiliate
Marketing
Affiliate marketing
occurs when advertisers organize third parties to generate potential customers
for them. Third-party affiliates receive payment based on sales generated
through their promotion.
1.3
Benefits of online advertising
Cost. The low costs of
electronic communication reduce the cost of displaying online advertisements
compared to offline ads. Online advertising, and in particular social media,
provides a low-cost means for advertisers to engage with large established
communities. Advertising online offers better returns than in other media.
Measurability. Online advertisers
can collect data on their ads' effectiveness, such as the size of the potential
audience or actual audience response, how a visitor reached their
advertisement, whether the advertisement resulted in a sale, and whether an ad
actually loaded within a visitor's view. This helps online advertisers improve
their ad campaigns over time.
Formatting. Advertisers have a wide
variety of ways of presenting their promotional messages, including the ability
to convey images, video, audio, and links. Unlike many offline ads, online ads
also can be interactive. For example, some ads let users input queries or let
users follow the advertiser on social media. Online ads can even incorporate
games.
Targeting. Publishers can offer
advertisers the ability to reach customizable and narrow market segments for
targeted advertising. Online advertising may use geo-targeting to display
relevant advertisements to the user's geography. Advertisers can customize each
individual ad to a particular user based on the user's previous preferences.
Advertisers can also track whether a visitor has already seen a particular ad
in order to reduce unwanted repetitious exposures and provide adequate time
gaps between exposures.
Coverage. Online advertising can
reach nearly every global market, and online advertising influences offline
sales.
Speed. Once ad design is
complete, online ads can be deployed immediately. The delivery of online ads
does not need to be linked to the publisher's publication schedule.
Furthermore, online advertisers can modify or replace ad copy more rapidly than
their offline counterparts.
1.4
Click-through rate
Click-through rate or CTR is a way of
measuring the success of an online advertising campaign for a particular
website as well as the effectiveness of an email campaign by the number of
users that clicked on a specific link.
Purpose
The purpose of click-through rates is to capture
customers' initial response to websites. Most commercial websites are designed
to elicit some sort of action, whether it be to buy a book, read a news
article, watch a music video, or search for a flight. People generally don't
visit a website with the intention of viewing advertisements, just as people
rarely watch TV with the purpose of consuming commercials.want to know the
reaction of the web visitor. Under current technology, it is nearly impossible
to fully quantify the emotional reaction to the site and the effect of that
site on the firm's brand. One piece of information that is easy to acquire,
however, is the click-through rate. The click-through rate measures the
proportion of visitors who initiated action with respect to an advertisement
that redirected them to another page where they might purchase an item or learn
more about a product or service. Here we have used "click their
mouse" on the advertisement because this is the generally used term, although
other interactions are possible.
The click-through rate is the number of times a
click is made on the advertisement divided by the total impressions:
through rate (%) = Click-throughs (#) /
Impressions (#)
Advertising CTRclick-through rate of an advertisement
is defined as the number of clicks on an ad divided by the number of times the
ad is shown, expressed as a percentage. For example, if a banner ad is
delivered 100 times and receives one click, then the click-through rate for the
advertisement would be 1%.
Click-through rates for banner ads have fallen
over time. When banner ads first started to appear, it was not uncommon to have
rates above five percent. They have fallen since then, currently averaging closer
to 0. 2 or 0. 3 percent. In most cases, a 2% click-through rate would be
considered very successful, though the exact number is hotly debated and would
vary depending on the situation. The average click-through rate of 3% in the
1990s declined to 2. 4%-0. 4% by 2002. Since advertisers typically pay more for
a high click-through rate, getting many click-throughs with few purchases is
undesirable to advertisers. Similarly, by selecting an appropriate advertising
site with high affinity (e. g., a movie magazine for a movie advertisement),
the same banner can achieve a substantially higher CTR. Though personalized
ads, unusual formats, and more obtrusive ads typically result in higher
click-through rates than standard banner ads, overly intrusive ads are often
avoided by viewers.
Chapter
2. Media planning in Internet
Media planning is a four-step process which
consists of:
) setting media objectives in light of marketing
and advertising objectives,
) developing a media strategy for implementing
media objectives,
) designing media tactics for realizing media
strategy
2.1
Media Objectives
Target
audience
The first objective of a media plan is to select
the target audience: the people whom the media plan attempts to influence
through various forms of brand contact. Because media objectives are
subordinate to marketing and advertising objectives, it is essential to
understand how the target audience is defined in the marketing and advertising
objectives. The definition may or may not be exactly the same, depending on the
marketing and advertising objectives and strategies.common marketing objective
is to increase sales by a specific amount. But this marketing objective does
not specify a target audience, which is why the media objective is needed.
Consider Kellogg's Corn Flakes and all the different strategies the advertiser
could use to increase sales among different target audiences. For example, one
target audience might be current customers - encouraging people who eat one
bowl a day to also "munch" the cereal as a snack. Or, the advertiser
might target competitors' customers, encouraging them to switch brands. Or, the
advertiser might target young adults who are shifting from high sugar
"kids cereals" to more adult breakfast fare. Finally, the advertiser
could target a broader lower-income demographic. The point is that each
campaign could increase sales via a different target audience.analyze the
market situation to identify the potential avenues for boosting sales increase
and consider how advertising might achieve those aims. If the advertiser
chooses to attract competitors' customers - like what Sprint does to attract
users of other wireless services - the media plan will need to define the
target audience to be brand switchers and will then identify reasons to give
those potential switchers to switch, such as greater convenience, lower cost,
or additional plan features. For example, in 2006 Sprint Nextel ran an ad
campaign urging consumers to switch to Sprint because "no one has a more
powerful network. "
Communication
Goals
After media planners define the target audience
for a media plan, they set communication goals: to what degree the target
audience must be exposed to (and interact with) brand messages in order to
achieve advertising and marketing objectives. For example, one communication
goal can be that 75 percent of the target audience will see the brand in
television commercials at least once during a period of three months. Another
communication goal is that 25 percent of the target audience will form a
preference for a new brand in the first month of the brand launch. The
different communication goals can be better understood in a hierarchy of
advertising objectives, such as Bill Harvey's expansion of an earlier model of
Advertising Research Foundation (ARF). [18]expanded ARF model has ten levels,
as shown in Figure 1. The first three levels of goals from the bottom - vehicle
distribution, vehicle exposure, and advertising exposure - are particularly
relevant for media planning. Vehicle distribution refers to the coverage of a
media vehicle, such as the number of copies that a magazine or newspaper issue
has, or the number of households that can tune in to a given television
channel. Vehicle exposure refers to the number of individuals exposed to the
media vehicle, such as the number of people who read a magazine or watched a
television program. Advertising exposure refers to the number of individuals
exposed an ad or a commercial itself.is important to note the difference
between vehicle exposure and advertising exposure for many media with editorial
content. For example, not all audience members of a television program will
watch all the commercials interspersed in the program. A study shows that only
68 percent of television audiences watch the commercials in television
programs. [19] Vehicle exposure represents only an opportunity to see an ad, not
necessarily that the ad has actually been seen. In reality, advertising
exposure is rarely measured, and media planners use vehicle exposure as a proxy
measure of advertising exposure.group of communication goals is advertising
recall, advertising persuasion, leads and sales. Advertising recall represents
the cognitive effect of the ad, advertising persuasion represents the emotional
effect of the ad, and leads and sales are the behavioral effects of the ad.
Each can be specified in a media plan as a communication goal. For example, a
communication goal can specify that 50% of the target audience will recall the
radio ad during the month of the campaign, or that a campaign will generate
3000 leads.
.2
Media Strategies
Media planners make three crucial decisions:
where to advertise (geography), when to advertise (timing), and what media
categories to use (media mix). Moreover, they make these decisions in the face
of budget constraints. The actual amount of money that an advertiser spends on
marketing communications can vary widely, from billions of dollars for
multinational giants such as Procter & Gamble, to a few thousand dollars
for local "mom-n-pop" stores. In general, companies spend as little
as 1% to more than 20% of revenues on advertising, depending on the nature of
their business. Regardless of the budget, some media options are more cost
effective than others. It is the job of media planners to formulate the best
media strategies - allocating budget across media categories, geographies, and
time. Let's look at each of these three decisions in turn, and then consider
cost effectiveness.
Media
Mix Decisions
Which media should the advertiser use? Media
planners craft a media mix by considering a budget-conscious intersection
between their media objectives and the properties of the various potential
media vehicles. That is, they consider how each media vehicle provides a
cost-effective contribution to attaining the objectives, and then they select
the combination of vehicles that best attain all of the objectives.making media
mix decisions, planners look to a whole spectrum of media, not just to
traditional media vehicles such as TV, radio, and print. That is, media
planners consider all the opportunities that consumers have for contact with
the brand. These opportunities can be non-traditional brand contact
opportunities such as online advertising, sweepstakes, sponsorships, product
placements, direct mail, mobile phones, blogs, and podcasts. The scale and
situations of media use are especially important when evaluating suitable brand
contact opportunities. For example, product placement in a video game makes
sense if the target audience plays video games. Sweepstakes make sense if many
of the target audience find sweepstakes attractive.
Geographic
Allocation Decisions
In addition to allocating advertising by media
category, media planners must allocate advertising by geography. In general, a
company that sells nationally can take one of three approaches to geographic
spending allocation: a national approach (advertise in all markets), a spot
approach (advertise only in selected markets), or a combined national plus spot
approach (advertise in all markets with additional spending in selected
markets).planners will choose a national approach if sales are relatively
uniform across the country, such as for Tide laundry detergent or Toyota
automobiles. A national approach will reach a national customer base with a
national advertising program. For many other products, however, a company's
customers are concentrated in a limited subset of geographic areas, which makes
a spot approach more efficient. For example, the sales of leisure boats are
much higher in markets such as Florida, California and Michigan due to the
large water areas in these markets. A spot approach will target these states.
For example, a leisure boat manufacturer such as Sea Ray might use a spot
approach to target Florida, California and Michigan while not advertising in
other states like Iowa or Nebraska.
2.3
Designing Media Tactics
Frequency
Considerations
In contrast to high levels of reach, high levels
of frequency can be effectively achieved through advertising in a smaller
number of media vehicles to elevate audience duplications within these media
vehicles. A commercial that runs three times during a 30-minute television
program will result in higher message repetition than the same commercial that
runs once in three different programs.media are often used when high levels of
frequency are desired in a relatively short period of time. Broadcast media
usually enjoy a "vertical" audience, who tune in to a channel for
more than one program over hours. Another phenomenon in broadcast media is
audience turnover, which refers to the percentage of audience members who tune
out during a program. Programs with low audience turnover are more effective
for high levels of frequency.media objectives and developing media strategies
are the primary tasks of media planners. Designing media tactics is largely
carried out by media buyers. Media buyers select media vehicles to implement
established media strategies. Among the major factors that affect media vehicle
selection are reach and frequency considerations.
2.4
Evaluating Media Plan Effectiveness
Accountability is increasingly important in media
planning, as more advertisers expect to see returns on their investments in
advertising. Because media spending usually accounts for 80 percent or more of
the budget for typical advertising campaigns, the effectiveness of media plans
is of particular importance. As a result, media planners often make measures of
the effectiveness of a media plan an integral part of the media plan. Although
sales results are the ultimate measure of the effectiveness of an advertising
campaign, the sales result is affected by many factors, such as price,
distribution and competition, which are often out of the scope of the
advertising campaign. [34] It is important, therefore, to identify what
measures are most relevant to the effectiveness of media planning and buying.
We will examine the topic of measurement in more detail in chapters 21 and 22,
but here is an introduction to measurement that is specific to media plans.
What
to Measure
Because of the hierarchical nature of the media
effects, the effectiveness of media planning should be measured with multiple
indictors. The first measure is the actual execution of scheduled media
placements. Did the ads appear in the media vehicles in agreed-upon terms?
Media buyers look at "tear-sheets" - copies of the ads as they have
appeared in print media - for verification purposes. For electronic media,
media buyers examine the ratings of the programs in which commercials were
inserted to make sure the programs delivered the promised ratings. If the
actual program ratings are significantly lower than what the advertiser paid
for, the media usually "make good" for the difference in ratings by
running additional commercials without charge.additional measures can be made
of the target audience, such as:
Brand awareness - how many of
the target audience are aware of the advertised brand?
Comprehension - does the target
audience understand the advertised brand? Is there any miscomprehension?
Conviction - is the target audience
convinced by ads? How do they like the advertised brands?
Action - how many of the target
audience have purchased the advertised brand as a result of the media
campaign?measured results of brand awareness, comprehension, conviction and
action are often a function of both advertising creative and media planning.
Even effective media planning may not generate anticipated cognitive, affective
and conative responses if the ads are poorly created and not appealing to the
target audience. On the other hand, ineffective media planning may be disguised
when the ads are highly creative and brilliant. Thus, these measures should be
reviewed by both creative directors and media planners to make accurate
assessments of the effectiveness of the media plan.
2.5
Example of media plan
Company:
Oriflame
Brand: Wonder Lash Mascara & Lipstick:
October, 2007
Sites
Category
and site name
|
Place
|
Format
|
Period
|
Impressions
|
SOV
forecast
|
Yandex.ru
|
Main
page, top, rotation
|
728x90
|
1
week
|
4
000 000
|
6%
|
ICQ
|
Message
window, v. 5. 1, rotation
|
120x90
|
1 week
|
400
000
|
33%
|
Rambler.ru
|
Home
page, center, permanent
|
332x25
+ 332x150 video
|
1
businessday
|
9
000 000
|
100%
|
Prices
Rate
card cost (not including VAT)
|
Not
cost before discount
|
Discount
|
Not
cost, including discount
|
CPM
after discount
|
338
RUR / 1000
|
1
350 000 RUR
|
24,45
%
|
1
019 925 RUR
|
255
RUR
|
700
RUR / 1000
|
280
000 RUR
|
45%
|
154
000 RUR
|
385
RUR
|
1
128 000 RUR / business day
|
1
128 000 RUR
|
45%
|
620
400 RUR
|
69
RUR
|
Timing
2007.
Timing
|
Start
|
10.
09-16. 09
|
17.
09-23. 09
|
24.
09-30. 09
|
01.
10-07. 10
|
Finish
|
|
I
|
II
|
III
|
|
10.
09
|
4000
|
|
|
|
16.
09
|
17.
09
|
|
400
|
|
|
23.
09
|
1.
10
|
|
|
|
9000
|
1.
10
|
Cost estimate
Placement
cost inclusing discount
|
3
755 556,15 RUR
|
Cost
of system AdRiver (RUR 2. 72/1000)
|
121
081,85 RUR
|
Video
banners. Hosting (AdRiver)
|
10
000,00 RUR
|
Total
|
3
886 638,00 RUR
|
VAT,
18%
|
699
594,84 RUR
|
Total
campaign cost
|
4
586 232,84 RUR
|
Forecast
Forecasted
CTR
|
0,2%
|
Forecasted
clicks
|
166
835
|
CPM
(cost per 1000 impressions)
|
45,02
RUR
|
CPC
(cost per click)
|
22,51
RUR
|
Forecasted
frequancy
|
5
|
Forecasted
reach
|
16
683 487
|
Cost
per thousand contacts
|
225,11
RUR
|
Conclusion
So, advertising on the World Wide Web has many
advantages and disadvantages. Having online advertisement, allowing your
advertisement to be viewed globally all around the world, takes your business
to a whole new level targeting much more audience. Its low cost, offers small
business to invest in online marketing cutting down in initial cost of
marketing. Internet’s vast scope also allows every day users to experience more
services provided by business and makes it a convenient places for shoppers. It
allows people get more time out of their life, that other traditional shopping
methods such as driving to a store to pay bills. With the help of the internet,
it has helped us humans in many ways. There would most importantly always be
disadvantages, but most importantly in my opinion, the advantages outweigh the
disadvantages. The World Wide Web is always be developing and in this instance
it would create a even better place for online advertisement. It proves to be
the foremost advertisement method along all other media, and guarantees results
everytime.my course work I described the media planning process, starting from
establishing media objectives through to developing media strategies and
tactics and finally evaluating the effectiveness of the media plan.
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