Introduction
Introduction
Introduction
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Media Buying: VNU Huanan Trade Fair – Case History 1998<br />
Background<br />
• Hua-Nan 98 Fair organized by Royal Dutch Jaarbeurs & CCPIT. Campaign planning<br />
started in Jan 98 for fair in Nov. ’98.<br />
• Targeting the following sectors: Intensive Animal Production, Animal Feed Industry,<br />
Agricultural Production, Food Processing & Packaging, Horticultural Production, Fishery<br />
& Fish Farming<br />
• 24 different trade media selected, scheduling in Bi-Monthlies, Monthlies, Weeklies and<br />
Dailies<br />
• Planning Period: Aug. - Nov. 98, 44 inserts, peaks in Aug. and Oct, and sustaining stages<br />
in Sept. and Nov.<br />
• Full page color ads are used maximizing awareness, response ads used early in campaign<br />
to elicit action, remembrance ads placed in national publications
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