Online media advertising Program 16 strokes

My inspiration for writing this article is the online media planning spreadsheet. The spreadsheet represents the online media program, which I call the Media program summary.

Many times, I have seen big and small http://www.aliyun.com/zixun/aggregation/11021.html "> Advertising agencies to develop daily, weekly planning and negotiation arrangements, to determine the standard and cost of media planning." One drawback of this plan is that it weakens the online program. The following 16 points, though not exclusive, are critical to the success of the online media program to inform customers about the level of thinking and research in their online campaigns:

Strategy and tactics. Let your client agree to your plan.

--directed users. Get all the attention users into the program.

--User research. Researching all the online and offline activities that involve your targeted users will have an important impact on your media planning process and choices.

-A successful approach. This is one of the biggest issues that is rarely addressed in the media program. It seems that the method and definition of success is afterwards. An excellent interactive marketer uses a method of abstract reporting to identify the elements of optimization and success. Of course, you can build a goal-based pattern approach.

--Brand marketing methods. In some cases, your advertising campaign is more about brand promotion. Therefore, to establish brand marketing methods for such activities.

-The universality of opportunity. Show your customers all the sites you care about, not just the sites you plan to do. To highlight the sites that customers might consider.

-a list of diagnostics and RFP. To interpret the selection criteria applicable to all Web sites, show the site that requires an RFP. These factors include indexing, ALEXA, competitive status, and editorial quality.

Inspection and evaluation process. Before starting the program, carefully describe the applicable recommendations, including price, creation, value-added advertising, etc.-the final plan summary. This is a spreadsheet that includes the name of the site, the rate of impressions and clicks, the specific description of the placement, the itinerary and the price.

--Customer schedule. To include customer timelines in the itinerary, consider all factors that may affect the voyage, such as events, product launches, marketing, offline promotional calendars, seasonality, etc.

--The voyage timetable. Graphically, some of the content can be extracted from the customer's timesheet.

--integration. Work with the offline planning team to show all the correlations associated with offline marketing activities.

--hero slides. Show the customer why they hired you, do you get a 40% card from the website? is value-added advertising worth 25,000 of dollars? To squeeze the competitors out.

--Distribution marketing slides. You want to show here, if you have more budget, what would you do?

--Detailed plan. This is usually an annex that can add a lot of content. When you have questions about specific ads or websites, you can list them in this question. You can describe the site and explain why you chose it.

--Competitive advertising and innovative advertising. In fact, competition and innovation need to be shared among customers so that they can integrate as much as possible.

Remember, for websites and advertising agencies to send a euphemism for rejection letters, they need some time to write back to you. They will study your suggestions carefully and absorb them. At the same time, send a thank-you note to a website that makes them feel like a big hero.

(Original starting on July 8, 2008; Compiling: Song XI)