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Effective Media Selection

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Effective Media Selection Ron McEachern Hong Kong, 2009
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Building A Powerful Consumer Brand In China China Brand Building Lays Case Study Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Profitable Entry Strategy 11. KPI’s and Performance Tracking 12. Managing HQ Expectations China Cont ext
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern What Does    “Media”  Encompass? Effective Media
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern Media Planning Based On Simple Equation Reach GRP’s Frequency X = % Population Times per week Gross Rating Points Target Audience Effective Media
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Name of Event-Date [File Name/Location of file file] Page 5 R.S. McEachern Are All Media “Impressions”  Equal? Effective Media
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Name of Event-Date [File Name/Location of file file] Page 6 R.S. McEachern The Challenge Comes In Choosing The Right Media Vehicles Many Media Vehicles Television - National (CCTV) - Regional Print Radio Outdoor Vehicle Sponsorships Unique Programming PR (paid and unpaid) Product Placement Internet Gaming Cell Phone Viral messaging Differing Characteristics Demographic Appeal Creative Constraints Length - 90/60/30/15 sec TV - Print size Dramatic Impact Reach Frequency Involvement Brand image impact Ability to leverage with customers Explicit ability to drive volume CPM – Cost Per Thousand GRP – Cost Per Gross Rating Point Effective Media
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Name of Event-Date [File Name/Location of file file] Page 7 R.S. McEachern Media Planning Was Traditionally A Full Line Agency Responsibility Numerous Media Partners Emerging…adding complexity Full line Agencies Specialist Media Planning Agencies Tour Organizers and Promoters Program Producers Internet Specialists Effective Media
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Name of Event-Date [File Name/Location of file file] Page 8 R.S. McEachern Interactive Media Is Now Mainstream In China 30+ local equivalent of YouTube 2.5 MM video uploads 37 MM online gamers >75% gamers spent >3 hours per day on gaming QQ: 350 MM registered accounts, 2-3 QQ accounts per netizen 70 MM use search engines 700 MM queries a day, +70% annually Search UGC Gaming Instant Message 100+ MM registered users 50 MM BBS users, 35 MM bloggers Top 3 blog market in the world (after US & Japan) 460 MM users 35% penetration Internet TV BBS/ Blog Mobile Data Interactive Media Already Massive Scale Obj100 Biggest Mobile Market In The World The No.1 Internet Market Globally Mobile User (MM) Obj101 Internet User (MM) 11% 69% 62% Penetr ation 35% 71% 109% Penetr ation Effective Media
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