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Web 2.0isthesecondgenerationoftheWorld
WideWebthatisfocusedontheabilityfor
peopletocollaborateandshareinformation
online.
sharing
Most difficult task for marketers to
comprehend
WEB 2.0
Traditional media
Customers
Target market
ive young
tween
2 to 24
girls
aged
who have
nique style
and taste in
fashio
s shows that majority of the target market have a profile in social media
Option 1
Option 2
Option 3
Benefits
Risks
Benefits
Large active users and
growing at pretty high
rate
high engagement with
users
Can target audience by
demographics
Unique functionalities
Risks
Highly
costly($900,000)
Can lead to
advertising
blindness
Benefits
Large customer base
Highly active users
Videos can have high
effect on audience
Good growth in user base
Potential for videos to go
viral
Risks
Low interaction
Pre roll ads may seem
intrusive
High advertising price
($500,000)
Creative videos must be
made
jkbjkbjbbjjbkbjkjbjkbkjbkbkbjkkbjk
Highly active
users
High level of
interaction
Targets particular
market
Increasing growth
rate
BUDGET
$10,000,000
CPM
$29.85
Magazines
$2,000,000
$11.91
Radio
$1,000,000
$11.55
$250,000
$3.50
$250,000
$8.52
$13,500,000
Target market
reachability
No of active users
Active users
Type of media
Television
Newspapers
Radio
Magazines
online
% of active users
31
8
20
7
34
Present
% active users
Reallocating
budget inbudget
$
Television
10,000,000
Magazine&News
papers
2,000,000
15
2,025,000
Radio
1,000,000
20
2,700,000
Online
500,000
34
4,590,0
00
TOTAL
31
Reallocated
budget
4,185,000
13,500,000
budget : $300,000+$300,000=
$600
Budget : $500,000
=$
Reallocated budget
Type of media
Present
% active users
Reallocating
budget inbudget
$
Television
10,000,000
Magazine&News
papers
2,000,000
15
Drastic
2,025,000 change
Radio
1,000,000
20
2,700,000
Online
500,000
34
4,590,0
00
TOTAL
31
Reallocated
budget
4,185,000
13,500,000
Drastic change
may
in television budget
Budget allocation
Type of media
Present
budget in $
Television
10,000,000
Magazine&News
papers
2,000,000
15
2,025,000
Radio
1,000,000
20
2,700,000
500,000
34
2,000,0
00
Online
TOTAL
% active users
31
Reallocated
budget
6,775,000
13,500,000