Introduction
Introduction
Introduction
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Branding Campaign Cost-Effectiveness<br />
• DHAQ & XLHY campaigns ran from May 2004 until<br />
December 2005 with distribution roll-out continuing in<br />
2006<br />
• For PL2 1 Marvelon segment aired for free<br />
Value 200,000 RMB<br />
• Planned budget DHAQ 1.38 million RMB<br />
Actual budget 828,000 RMB<br />
Budget save: 552,000 RMB<br />
• Planned budget for XLHY 1.404 million RMB<br />
Actual budget 1.184 million RMB<br />
Budget save: 220,000 RMB<br />
• Biggest budget save: DHAQ campaign: CPRP 70<br />
• Lowest CPRP count: XLHY campaign: CPRP 64<br />
• Both cost-effective; DHAQ: F18-35 CPM 38 RMB<br />
• Highest cost-effective; XLHY: F20-35 CPM 23 RMB<br />
1500<br />
1000<br />
500<br />
0<br />
1500<br />
1000<br />
500<br />
0<br />
40<br />
30<br />
20<br />
10<br />
0<br />
DHAQ CPRP<br />
996<br />
1184<br />
145 70<br />
spot buy planned actual<br />
XLHY CPRP<br />
70 64<br />
spot buy planned actual<br />
CPM<br />
38<br />
23<br />
DHAQ XLHY
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