MEDIA PLANNING OVERVIEW
广告公司实习报告英文
IntroductionThe summer of 2022 marked a significant milestone in my academic and professional journey as I embarked on an internship at XYZ Advertising Company, one of the leading advertising agencies in the city. Thisreport aims to provide a comprehensive overview of my experience during the internship, highlighting the key learnings, challenges encountered, and the overall impact of the internship on my career aspirations.Company OverviewXYZ Advertising Company, established in 1998, has a robust presence in the advertising industry, offering a wide range of services including creative design, media planning, digital marketing, and public relations. The company boasts a team of talented professionals who are committed to delivering innovative and impactful advertising solutions to their clients.Internship Duration and RoleMy internship at XYZ Advertising Company lasted for six weeks, from June 1st to July 15th, 2022. During this period, I was assigned to the Creative Design Department, where I worked under the supervision of Mr. John Smith, the Senior Art Director.Daily ResponsibilitiesMy daily responsibilities included:1. Assisting the creative team in developing and executing advertising campaigns.2. Creating visual designs for print, digital, and social media platforms.3. Collaborating with copywriters to ensure cohesive and effective messaging.4. Participating in brainstorming sessions and contributing creative ideas.5. Researching industry trends and competitors to inform design decisions.6. Preparing and presenting design concepts to clients for feedback.Key Learnings1. Project Management: I learned the importance of effective project management skills, including time management, prioritization, and communication. This was crucial in ensuring that projects were completed on time and within budget.2. Creative Thinking: The internship emphasized the need for creative thinking and innovation. I learned to approach problems from different angles and to think outside the box to come up with unique and engaging designs.3. Team Collaboration: Working in a team environment taught me the value of collaboration and how to effectively communicate and work with others to achieve common goals.4. Client Communication: Interacting with clients provided me with insights into how to effectively communicate and present ideas, ensuring that the client's needs and expectations were met.5. Technical Skills: The internship enhanced my technical skills in design software such as Adobe Photoshop, Illustrator, and InDesign, which are essential for a career in advertising.Challenges and Overcoming ThemOne of the major challenges I faced was adapting to the fast-paced work environment. To overcome this, I actively sought feedback, asked questions, and engaged in continuous learning. I also managed my time efficiently and prioritized tasks based on urgency and importance.Impact on Career AspirationsThis internship has had a profound impact on my career aspirations. It has confirmed my passion for the advertising industry and has provided me with a clearer understanding of the skills and competencies requiredto excel in this field. I am now more determined to pursue a career in creative design and to continue developing my skills and knowledge.ConclusionIn conclusion, my internship at XYZ Advertising Company was a rewarding and enlightening experience. It has equipped me with valuable skills, insights, and a deeper understanding of the advertising industry. I am grateful for the opportunity to work with such a talented team and for the invaluable lessons learned during my time there. I look forward to applying these learnings and further developing my skills as I continue my journey in the advertising profession.。
中国媒介指南英文版
7,000+ 146,000+
Source: Zenith Media
Reach of mass media
%
Medium
All Adults
TV (yesterday’s viewing)
89
TV (P7days)
96
Radio (yesterday’s listenership) 41
Radio (P7days)
Hebei
Beijing
Shanxi Shandong
Tianjin
Gansu Shaanxi Henan
Sichuan Chongqing
Hubei
Jiangsu Anhui
Shanghai
Zhejiang
Hunan Jiangxi
Guizhou
Fujian
Disposable Income Per Capita: 5,403
Advertising monitoring
Monitor advertising in TV channels and Press
Keep track of a company advertising delivery as well as competitive activities
X&L
Survey Media:
TV, Radio, Newspaper, Magazines
Sample:
47,800 (98); 71,500(1999-2000)
AC Nielsen Millenium Report
Research House: Fieldwork Period: Coverage Area: Survey Media:
文物展览概况英语作文
文物展览概况英语作文Title: Overview of Cultural Relics Exhibition。
Introduction:Cultural relics exhibitions are vital platforms for showcasing the rich history and heritage of civilizations across the globe. These exhibitions serve as bridges connecting the past with the present, allowing visitors to delve into the depths of history and gain a deeper understanding of diverse cultures. In this essay, we will delve into the essential aspects of cultural relics exhibitions, exploring their significance, organization, and impact.Significance of Cultural Relics Exhibitions:Cultural relics exhibitions play a crucial role in preserving and promoting cultural heritage. By displaying artifacts, artworks, and historical objects, theseexhibitions help to safeguard the legacy of civilizations for future generations. Moreover, they facilitate cultural exchange and dialogue, fostering mutual understanding and appreciation among different communities. Additionally, cultural relics exhibitions contribute to tourism and economic development by attracting visitors from around the world.Organization of Cultural Relics Exhibitions:The organization of a cultural relics exhibition involves meticulous planning and coordination. It typically begins with the selection of artifacts and objects to be displayed, taking into account their historical significance, condition, and cultural relevance. Curators and historians collaborate to curate the exhibition, ensuring that it tells a coherent and engaging narrative. Once the artifacts are selected, they undergo conservation and restoration processes to preserve their integrity and beauty.The exhibition venue is another critical aspect of theorganization. It could be a museum, art gallery, orcultural center, chosen based on factors such as accessibility, space requirements, and facilities. The layout and design of the exhibition space are carefully considered to enhance the visitor experience and create an immersive atmosphere. Informational panels, multimedia presentations, and interactive displays are often incorporated to provide context and background information.Promotion and Outreach:Promotion and outreach are essential for attracting visitors to the cultural relics exhibition. Various marketing strategies are employed, including advertising campaigns, social media promotion, and collaboration with local media outlets. Special events such as lectures, guided tours, and workshops may also be organized to engage the audience and deepen their understanding of the exhibition themes.Impact of Cultural Relics Exhibitions:Cultural relics exhibitions have a profound impact on individuals and society as a whole. They educate andinspire audiences, sparking interest in history, archaeology, and cultural heritage. Visitors have the opportunity to connect with the past on a personal level, fostering empathy and appreciation for different cultures. Moreover, cultural relics exhibitions contribute tocultural diplomacy and international cooperation, promoting dialogue and mutual respect among nations.Conclusion:In conclusion, cultural relics exhibitions are invaluable platforms for celebrating and preserving the diversity of human civilization. Through the display of artifacts and objects, these exhibitions bridge the gap between the past and the present, enriching our understanding of history and culture. By organizing, promoting, and showcasing cultural relics exhibitions, we can ensure that the legacy of past civilizations continues to inspire and enlighten future generations.。
英文介绍工作计划范文大全
英文介绍工作计划范文大全IntroductionA work plan is a strategic document that outlines the goals, objectives, and tasks required to achieve a specific outcome. It is a crucial tool for organizing and prioritizing work, ensuring effective time management, and monitoring progress against set targets. This article will provide a comprehensive overview of work plans, including their purpose, components, and the process of creating an effective plan. Additionally, we will review some sample work plans and analyze key elements that contribute to their success.Purpose of a Work PlanThe primary purpose of a work plan is to provide a clear roadmap for achieving specific goals and objectives. It serves as a valuable tool for organizing and managing work activities, maximizing productivity, and ensuring efficient use of resources. A well-designed work plan can also help to align team members around a common set of priorities and expectations, leading to improved communication and collaboration.Components of a Work PlanA typical work plan consists of several key components, each of which plays a critical role in defining and executing the work to be done. These components include:1. Goals and Objectives: Clearly defined goals and objectives provide the foundation for the work plan. They establish the desired outcomes and guide the development of tasks and activities.2. Scope of Work: This section outlines the specific activities and deliverables required to achieve the goals and objectives. It defines the boundaries of the project and sets clear expectations for what will be accomplished.3. Timeline: A detailed timeline or schedule is essential for planning and managing work activities. It outlines the sequencing of tasks and sets deadlines for completion, ensuring that work progresses in an organized and timely manner.4. Resources: Identifying the resources needed to complete the work is a critical component of the plan. This includes human resources, materials, equipment, and any other requirements necessary to carry out the tasks.5. Roles and Responsibilities: Clearly delineating the roles and responsibilities of team members is essential for effective teamwork and accountability. The work plan should clearly outline who is responsible for each task and what their specific duties entail.6. Monitoring and Evaluation: An effective work plan includes mechanisms for monitoring progress and evaluating results. This may involve setting milestones, tracking keyperformance indicators, and conducting regular reviews to assess progress and make necessary adjustments.Creating an Effective Work PlanDeveloping an effective work plan requires careful thought and consideration of the project's goals, scope, and requirements. The following steps can help guide the process of creating a successful work plan:1. Define Goals and Objectives: Clearly articulate the desired outcomes and objectives of the project. This sets the direction for the work plan and provides a clear focus for all activities.2. Identify Deliverables and Milestones: Break down the project into specific deliverables and define key milestones to track progress. This helps to create a clear path for achieving the goals and ensures that progress can be measured and monitored.3. Develop a Detailed Timeline: Create a timeline that outlines the sequencing of tasks and establishes deadlines for completion. Consider dependencies between tasks and factor in any constraints or limitations that may impact the schedule.4. Allocate Resources: Identify the resources needed to complete the work, including personnel, materials, and equipment. Ensure that these resources are allocated effectively to support the execution of the plan.5. Assign Roles and Responsibilities: Clearly define the roles and responsibilities of team members to ensure that everyone understands their duties and contributes to the success of the project.6. Establish Monitoring and Evaluation Mechanisms: Develop mechanisms for tracking progress, evaluating results, and making adjustments as necessary. Regular reviews and updates are essential for ensuring that the work plan remains on track and aligned with the project's goals.Sample Work PlansTo illustrate the components and structure of a work plan, we will review two sample work plans and analyze key elements that contribute to their effectiveness.Sample Work Plan 1: Marketing Campaign ImplementationGoal: Launch a new marketing campaign to increase brand awareness and drive customer engagement.Objectives:- Develop a comprehensive marketing strategy to promote new products and services.- Create engaging content for social media and digital marketing channels.- Launch targeted advertising campaigns to reach new and existing customers.- Measure the impact of the marketing campaign on brand awareness and customer engagement.Scope of Work:- Research and identify target audience segments.- Develop marketing materials, including social media posts, blog articles, and promotional videos.- Schedule and execute advertising campaigns on social media and digital platforms.- Monitor and analyze engagement metrics to evaluate campaign effectiveness. Timeline:- Research and planning: 1 month- Content creation: 2 weeks- Advertising campaign launch: 1 month- Monitoring and evaluation: OngoingResources:- Marketing team: 4 staff members- Content creation tools: Adobe Creative Suite, Canva- Advertising budget: $10,000Roles and Responsibilities:- Marketing Manager: Overall campaign oversight and coordination- Content Creator: Develop and produce marketing materials- Advertising Specialist: Manage campaign setup and optimization- Data Analyst: Monitor and evaluate campaign performanceMonitoring and Evaluation:- Weekly progress meetings to review campaign performance- Monthly reports on key metrics, including reach, engagement, and conversion- Ongoing adjustments to the campaign based on performance dataAnalysis:This work plan demonstrates a clear and structured approach to implementing a marketing campaign. It includes well-defined goals and objectives, a detailed scope of work, a comprehensive timeline, and clear roles and responsibilities for team members. Additionally, it outlines monitoring and evaluation mechanisms to track campaign performance and make necessary adjustments. Overall, this work plan provides a solid foundation for successfully executing the marketing campaign and achieving its objectives.Sample Work Plan 2: Product Development ProjectGoal: Launch a new product line to expand the company's offerings and increase market share.Objectives:- Research and develop new product concepts to address customer needs.- Design prototypes and conduct testing to ensure product performance and quality.- Establish production and supply chain processes to support the new product line.Scope of Work:- Market research and customer needs assessment- Product design and prototyping- Testing and quality assurance- Production planning and supply chain setupTimeline:- Market research: 2 months- Product design and prototyping: 3 months- Testing and quality assurance: 1 month- Production setup: 2 monthsResources:- Product development team: 6 staff members- Prototyping equipment and materials- Manufacturing and supply chain partnersRoles and Responsibilities:- Project Manager: Overall project coordination and oversight- Market Researcher: Conduct customer surveys and analyze market trends- Design Engineer: Develop product concepts and create prototypes- Quality Control Specialist: Develop testing procedures and ensure product quality- Supply Chain Manager: Establish production and distribution processesMonitoring and Evaluation:- Regular project status updates and review meetings- Testing and quality assurance checkpoints at key project milestones- Performance metrics for production and supply chain efficiencyAnalysis:This work plan provides a structured approach to product development, with clearly defined goals, objectives, and tasks to be accomplished. The timeline and resource allocations are well-defined, and the roles and responsibilities of team members are clearly outlined. Additionally, the plan includes mechanisms for monitoring and evaluating project progress, ensuring that the work remains on track and aligned with the project's goals.ConclusionA work plan is a vital tool for organizing and managing work activities, ensuring efficient use of resources, and monitoring progress against set targets. By carefully defining goals, objectives, tasks, and timelines, a well-constructed work plan provides a clear roadmap for achieving specific outcomes. When creating a work plan, it is essential to consider the project's scope and requirements, allocate resources effectively, and establish mechanisms for monitoring progress and making necessary adjustments. The sample work plans provided in this article illustrate the key components and structure of effective work plans, demonstrating how a well-designed work plan can support successful project execution and goal achievement.。
活动策划方案英文版范文
活动策划方案英文版范文Event Planning ProposalI IntroductionAn event is a gathering or occasion designed to achieve specific goals, such as promoting a product, celebrating a milestone, or providing entertainment A wellplanned event can leave a lasting impression on participants and achieve the desired objectives This event planning proposal aims to outline a detailed plan for a successful eventII Event OverviewA Event Name: Name of the eventB Event Date: DateC Event Time: Start time End timeD Event Location: Location detailsE Target Audience: Describe the target groupIII Event ObjectivesA Primary Objectives1、 To increase brand awareness of Brand name among the target audience2、 To generate X leads or sales for the new product launchB Secondary Objectives1、 Enhance customer loyalty and engagement2、 Collect valuable feedback and data from participantsIV Event Theme and ConceptA Theme: Describe the themeB Concept: The event will be centered around the theme, creating a unique and immersive experience for the attendees The concept will incorporate elements such as decor, entertainment, and activities that align with the themeV Event ProgramA Welcome and Opening Ceremony1、 Welcome speech by the host2、 Introduction of the event and its objectivesB Keynote Speeches1、 Invite industry experts to deliver insightful speeches on relevant topics2、 Each speech will last for approximately X minutesC Interactive Workshops1、 Conduct handson workshops related to the event theme2、 Facilitated by experienced professionalsD Entertainment Performances1、 Include music, dance, or other forms of entertainment to keep the atmosphere lively2、 Performances will be scheduled at intervals throughout the eventE Networking Sessions1、 Provide dedicated time for attendees to interact and network with each other2、 Set up designated areas for informal discussions and exchangesF Closing Ceremony1、 Summary of the event and key takeaways2、 Thank you speech and distribution of gifts or souvenirsVI Marketing and PromotionA Social Media Campaign1、 Create event pages on popular social media platforms2、 Share engaging content, teasers, and updates regularlyB Email Marketing1、 Send personalized invitations and event details to the target audience2、 Follow up with reminder emails before the eventC Influencer Partnerships1、 Collaborate with relevant influencers to promote the event2、 Offer them exclusive access or benefits to encourage promotionD Traditional Advertising1、 Place advertisements in local newspapers, magazines, or relevant industry publications2、 Distribute flyers or posters in strategic locationsVII Event LogisticsA Venue Setup1、 Decorate the venue according to the event theme2、 Set up stages, seating arrangements, and display areasB AudioVisual Equipment1、 Ensure highquality audio and visual systems for presentations and performances2、 Have backup equipment on hand in case of technical issuesC Food and Beverage1、 Plan a menu that suits the event style and the preferences of the attendees2、 Arrange for sufficient food and beverage service throughout the eventD Staffing1、 Recruit and train event staff, including registration desk personnel, ushers, and technical support2、 Assign clear roles and responsibilities to each staff memberE Security and Safety Measures1、 Implement security protocols to ensure the safety of attendees and their belongings2、 Have emergency plans in place and communicate them to the staff and attendeesVIII BudgetA Revenue Sources1、 Ticket sales2、 Sponsorships3、 Merchandise salesB Expenses1、 Venue rental2、 Decor and setup costs3、 Speaker fees4、 Entertainment expenses5、 Food and beverage costs6、 Marketing and promotion expenses7、 Staffing costs8、 Insurance and other miscellaneous expensesC Budget SummaryProvide a detailed breakdown of the estimated revenue and expenses, showing the projected surplus or deficitIX Risk ManagementA Identify Potential Risks1、 Weatherrelated disruptions2、 Technical glitches3、 Low turnout4、 Speaker cancellationsB Risk Mitigation Strategies1、 Have contingency plans for bad weather2、 Regular equipment checks and technical rehearsals3、 Implement aggressive marketing and promotion strategies to increase attendance4、 Arrange backup speakers or alternative program elementsX Evaluation and FollowupA Feedback Collection1、 Distribute feedback forms to attendees at the end of the event2、 Conduct online surveys after the eventB Data Analysis1、 Analyze the feedback and data collected to assess the event's success2、 Measure against the set objectives and identify areas for improvementC Followup Actions1、 Thank attendees for their participation and feedback2、 Share event highlights and photos on social media3、 Use the insights gained to plan future events more effectivelyIn conclusion, this event planning proposal provides a comprehensive framework for organizing a successful event By carefully considering all aspects of the event, from the initial concept to the postevent evaluation, we aim to create an unforgettable experience for the attendees and achieve the desired goals。
在活动中做信息收集员英语作文
在活动中做信息收集员英语作文As an Information Collector at the event, my primary role is to gather and document valuable information regarding attendees, participants, and important details. In this essay, I will provide a comprehensive overview of my duties and responsibilities as an Information Collector and how Icarried them out effectively.As an Information Collector, my first task was to createa registration system. I collected the necessary forms andset up a registration desk where attendees could register for the event. I ensured that all attendees provided their full names, contact information, and any additional required details. This allowed us to maintain accurate records andalso facilitated communication for future events.During the event, I actively engaged with attendees to gather feedback and opinions. I approached participantsindividually and asked open-ended questions to encourage detailed responses. This enabled me to collect valuable insights and suggestions for improving future events. I ensured confidentiality and assured participants that their feedback would be used solely for event evaluation purposes.In addition to collecting feedback, I also gathered information regarding attendees' professions, areas of interest, and affiliations. This information was useful for marketing and future event planning purposes, as it allowed us to tailor our events to suit the preferences and needs of our target audience. I maintained a database to record this information accurately and securely.Another important responsibility was to collect data on event participation. I documented the number of attendees, the time of their arrival and departure, and tracked their engagement with various activities and sessions throughout the event. This data helped us evaluate the success ofdifferent aspects of the event and identify areas for improvement.Furthermore, I was responsible for collecting information and documentation from guest speakers, presenters, and vendors. I ensured they received and completed all necessary forms, contracts, and agreements related to their participation in the event. This streamlined the administrative processes and ensured compliance with event guidelines.As an Information Collector, I also monitored social media platforms and online forums to gather public responses and opinions related to the event. This allowed us to gauge the event's impact and make adjustments if necessary. I compiled this data in a comprehensive report, highlighting the success and areas for improvement, which was later shared with the organizing committee.In conclusion, as an Information Collector at the event, my role involved creating a registration system, gathering feedback from attendees, collecting demographic information, documenting event participation, managing documentation, and monitoring social media responses. Through effective data collection and documentation, I contributed to the success and improvement of the event.。
演唱会策划书
演唱会策划书英文回答：Concert Planning Guide。
Introduction。
Organizing a successful concert requires meticulous planning and coordination. This guide will provide a comprehensive overview of the key steps involved in concert planning, from conceptualization to post-event evaluation.Step 1: Define the Vision。
Determine the purpose and goals of the concert.Establish a clear target audience and genre of music.Set a realistic budget and timeline.Step 2: Secure the Venue。
Research and compare different venues based on capacity, location, and amenities.Book the venue well in advance to secure your preferred date and time.Negotiate rental fees and other expenses.Step 3: Book the Artist。
Identify potential artists who align with theconcert's vision.Research their availability, fees, and technical requirements.Negotiate a contract that outlines all aspects of the performance.Step 4: Plan the Production。
广告营销策划方案模板英文怎么写
广告营销策划方案模板英文怎么写Section 1: Executive Summary1.1 Introduction- Provide a brief overview of the company and its current marketing efforts.- State the objective of the proposal.1.2 Key Objectives- Clearly define the specific objectives to be achieved through the advertising and marketing strategy.- Include measurable targets and key performance indicators (KPIs).1.3 Target Audience- Identify the target audience(s) for the advertising and marketing campaign.- Provide demographic information and key characteristics of the target audience.1.4 Competitive Analysis- Conduct a thorough analysis of the company's competitors in the market.- Identify their marketing strategies and positioning.- Highlight any opportunities or threats that can be capitalized on or mitigated.1.5 Budget- Provide a detailed budget breakdown, including estimated costs for each advertising and marketing initiative.- Consider the allocated budget in relation to the objectives and potential ROI.Section 2: Situation Analysis2.1 Market Analysis- Assess the current market conditions and trends that impact the company's industry.- Identify any emerging opportunities or challenges.2.2 Internal Analysis- Evaluate the company's internal strengths and weaknesses in relation to the marketing efforts.- Identify any unique selling propositions that can be leveraged in the campaign.2.3 Consumer Behavior Analysis- Conduct market research to understand the buying behavior and preferences of the target audience.- Use the insights to tailor the messaging and positioning of the advertising campaign.2.4 SWOT Analysis- Conduct a comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. - Summarize the findings and highlight the key factors that will inform the advertising and marketing strategy.Section 3: Advertising and Marketing Strategy3.1 Brand Positioning- Define the brand positioning statement and how it differentiates the company from competitors.- Develop a compelling brand story that resonates with the target audience.3.2 Key Messages- Identify key messages that will be emphasized throughout the campaign.- Ensure the messages are aligned with the brand positioning and target audience's needs.3.3 Creative Concepts- Develop creative ideas, visuals, and themes for the advertising campaign.- Consider various mediums such as print, digital, social media, and outdoor advertising. 3.4 Media Planning- Determine the most effective media channels to reach the target audience.- Allocate the budget across different media platforms.- Develop a media plan that includes advertising placements and scheduling.3.5 Digital Marketing Strategy- Outline the digital marketing initiatives to be implemented, such as social media marketing, search engine optimization (SEO), content marketing, and email marketing.- Specify the goals and processes for each digital marketing tactic.3.6 Public Relations Strategy- Identify opportunities for media coverage, press releases, and partnerships.- Develop a plan to enhance the company's public image and brand reputation.3.7 Promotions and Sponsorships- Identify potential promotions, discounts, or giveaways to attract and retain customers. - Assess opportunities for brand sponsorships or partnerships with relevant organizations. Section 4: Implementation Plan4.1 Timeline- Develop a detailed timeline that includes key milestones, deadlines, and deliverables.- Assign responsibilities to team members or external agencies.4.2 Execution Channels- Identify the necessary resources, team members, and tools required to execute the advertising and marketing strategy.- Develop a plan to monitor and measure the effectiveness of each channel.Section 5: Evaluation and Monitoring5.1 Key Performance Indicators (KPIs)- Define the KPIs that will be used to track the success of the advertising and marketing strategy.- Ensure the KPIs are specific, measurable, attainable, relevant, and time-bound (SMART).5.2 Analytics and Reporting- Determine the data collection methods and tools that will be used to measure campaign performance.- Develop a reporting structure and schedule to share progress with stakeholders. Section 6: Conclusion6.1 Summary- Recap the key points of the proposal, including objectives, target audience, and planned advertising and marketing initiatives.6.2 Recommendations- Provide any additional recommendations or adjustments to the proposed strategy.- Emphasize the potential benefits and ROI for the company.6.3 Next Steps- Outline the next steps required to implement the advertising and marketing strategy.- Include any necessary approvals, contracts, or resources needed.Note: The above template is a guide, and you may need to tailor it to suit your specific business requirements and industry. The length of the proposal may vary depending on the amount of detail provided for each section.。
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Overall Cosmetics Market Focus
RMB’000
80,000
Jan-Dec'98 Jan-June'98
65,734 60,000
Jan-June'99
-22 %
40,005 40,000 31,075
51,436 37,621
+0.3 %
26,027 25,953
-20%
Geographic Priorities
Trade & Promotional Activity etc...
MEG MEDIA BRIEFING FORM
McCann Media Information Brief
Questions Raised
Business purpose of this campaign Market background
Source:SRG China
Key Competitor 1999 Magazine Advertorial Flowchart
Yuesai
Prepared Date: Aug 18,1999
Product Corporate Rimmel
FP 1/6 Page 1/2 Page 1/4 Page Woman's Day 1/4 Page Cosmetics Elle 1/5 Page Look 1/3 Page Nail Polish Ray 1/8 page 1/8 page Sunblock and Rimmel Woman's Day 1/5 page Sunblock Woman's Day FP Chic FP
Brand Positioning
Competitive Set Marketing Objective & Strategies Marketing Issues Advertising Objectives Key Lessons & development Source of Business/Targeting Geographic Distribution Timing/Seasonality Budget
Role of Media Planners
Develop media plan recommendations Defining brand/market position Identify target audience Set communication performance goals or consumer
RMB’000
30,000 Total Maybelline Yuesai Revlon 25,000 Aupres ZA 20,000
15,000
10,000
5,000
0
Jan'98 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan'99 Feb Mar Apr May Jun
17,273 21,558
+15%
20,000 7,372 10,540 6,430
-38%
10,310 4,259 6,913
-59%
1,891 2,223 777
National
-41%
998 1,695
Others
3,090
0
Key A B C D
Lip Key Brands - Seasonality 1998 Jan - 1999 June
Total spending : 87,775
100,000
50,000
104,441 87,775
98 Jan.-June. TOTAL BRANDS: 106
0
1998 1999
Overall Cosmetics Category Priority
33,618
Series 19%
101,741
BRIEFING A MEDIA PLANNER
Marketing/Advertising objectives & strategies Target Audience (Primary/Secondary)
Timing for Campaign
Budget Guideline Creative Status
Development of new opportunities
Role of Media Researchers
Expertise in research software Run data accordingly to requirements from Media
Planners or clients
response goals Geographic splits and goals Competitive media analyses Media mix selection and rationale Optimizing budgets Development of clear buying briefs to Media Buyers Securing client approvals for implementation
53,133 8,402
Eye 17%
14,778
1999 Jan-June Total Spending :RMB87,775,000
1998 Jan-Dec Total Spending :RMB180,933,000
1998 Jan -June Total Spending :RMB104,441,000
Competitive Tracking Report
Overview
The idea behind a competitive tracking report is to provide
an executive summary with implications, as well as a quick visual detail of relevant brands and their activity against previous year (full year) and YTD (period vs. period) Part 1: • Category Spend • Key Brands Share of Spend • Category Spend by city • Category Spend by media • Category Spend by month Part 2: • Key Competitor spend analysis (if required) – Overall, city, by media, by month • TV and Magazine detailed analyses
Planning Process Overview
Media Research / Industry Research
Media Marketplace Review Review Media Brief / Marketing Objectives
Develop Media Plan Implement / Monitor
•Role increase by the rank •More complex and need greater indepth knowledge to formulate effective plans
Role of Media Buyers
Media market and opportunity analysis Consolidation of all brand media budgets and negotiations Spot plan development Implementation of the media buy after approval by Clients Disbursement of funds to vendors Reconciliation of Client payment to actual media cost Monitoring of activity and post-buy analysis Budget control and reporting
Evaluation
Media Plan Elements
Background Media Strategy Statement
Media Objectives
Media Strategies Competitive Review/Implications
Overall Cosmetics Media Usage
Press 15%
Magazin e 15% NhomakorabeaPress 13%
Magazine 14%
Press 8%
Magazin e 18%
TV 70%
TV 73%
TV 75%
1998 (Jan - Dec)
1998 (Jan - June)
1999 (Jan - June)
Overall Cosmetics Total Category Spending
RMB’000
200,000
98 Jan.-Dec. TOTAL BRANDS: 145
Total spending : 180,933
July-Dec Jan-June
150,000
76,492
99 Jan.-June TOTAL BRANDS:103 -16%