Introduction
Introduction
Introduction
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Media Buying: Bosch - Case History 2000<br />
Background<br />
Agency submitted open pitch to Bosch in 2000 to improve on cost-efficiency of Bosch’s media buying &<br />
planning in China. Until then that was handled by a Hong Kong based agency that didn’t have representation<br />
in China.<br />
Main Idea<br />
To provide cost-efficient media while improving on the overall scheduling of campaigns for a lower than<br />
before agency fee.<br />
The Result<br />
In the two bursts in 2000 both the cost efficiency as well as the overall scheduling improved. For both burst<br />
46% of spots were scheduled in 1 st /3 or last/3 of a commercial block without paying extra fees for it. Overall<br />
a total of RMB 712,147 or 16% of budget of 4,400,527 was saved.<br />
The Verdict<br />
“Using Sino Universal Media’s services in handling our media in China proved very successful. Not only did<br />
we save a significant portion of our budget but the qualitative aspects improved as well.”<br />
Ms Cindy Lai<br />
Bosch China, Marketing Manager
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