2.5. Example of media plan.

Company: Oriflame

Brand: Wonder Lash Mascara & Lipstick

Period: October, 2007

Sites

Category and site name	Place	Format	Period	Impressions	SOV forecast
Yandex.ru	Main page, top, rotation	728x90	1 week	4 000 000	6%
ICQ	Message window, v. 5.1, rotation	120x90	1 week	400 000	33%
Rambler.ru	Home page, center, permanent	332x25 + 332x150 video	1 businessday	9 000 000	100%

Prices

Rate card cost (not including VAT)	Not cost before discount	Discount	Not cost, including discount	CPM after discount
338 RUR / 1000	1 350 000 RUR	24,45 %	1 019 925 RUR	255 RUR
700 RUR / 1000	280 000 RUR	45%	154 000 RUR	385 RUR
1 128 000 RUR / business day	1 128 000 RUR	45%	620 400 RUR	69 RUR

Timing

2007. Timing
Start	10.09-16.09	17.09-23.09	24.09-30.09	01.10-07.10	Finish
	I	II	III	IV
10.09	4000				16.09
17.09		400			23.09
1.10				9000	1.10

Cost estimate

Placement cost inclusing discount	3 755 556,15 RUR
Cost of system AdRiver (RUR 2.72/1000)	121 081,85 RUR
Video banners. Hosting (AdRiver)	10 000,00 RUR
Total	3 886 638,00 RUR
VAT, 18%	699 594,84 RUR
Total campaign cost	4 586 232,84 RUR

Forecast

Forecasted CTR	0,2%
Forecasted clicks	166 835
CPM (cost per 1000 impressions)	45,02 RUR
CPC (cost per click)	22,51 RUR
Forecasted frequancy	5
Forecasted reach	16 683 487
Cost per thousand contacts	225,11 RUR

Conclusion.

So, advertising on the World Wide Web has many advantages and disadvantages. Having online advertisement, allowing your advertisement to be viewed globally all around the world, takes your business to a whole new level targeting much more audience. Its low cost, offers small business to invest in online marketing cutting down in initial cost of marketing. Internet’s vast scope also allows every day users to experience more services provided by business and makes it a convenient places for shoppers. It allows people get more time out of their life, that other traditional shopping methods such as driving to a store to pay bills. With the help of the internet, it has helped us humans in many ways. There would most importantly always be disadvantages, but most importantly in my opinion, the advantages outweigh the disadvantages. The World Wide Web is always be developing and in this instance it would create a even better place for online advertisement. It proves to be the foremost advertisement method along all other media, and guarantees results everytime.

In my course work I described the media planning process, starting from establishing media objectives through to developing media strategies and tactics and finally evaluating the effectiveness of the media plan.