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  • Media-Mix KPI: Đặt mục tiêu cho các Kênh truyền thông

  • 1. Introduction
    • 1.1   The Approach to Media KPI evaluation
    • 1.2   Handout: Media Mix KPI
  • 2. Understanding Media Mix
    • 2.1   Traditional Media
    • 2.2   Digital Media
    • 2.3   Activation
    • 2.4   Traditional vs. Digital
  • 3. How to start with Media KPI?
    • 3.1   Case-study: Digital, Print & OOH
    • 3.2   Case-study: Music video, TVC + Viral video
    • 3.3   Case-study: Viral video + Mobile Apps
  • 4. Framework, Principles & Benchmarks
    • 4.1   General rules of Media Mix KPI (P1)
    • 4.2   General rules of Media Mix KPI (P2)
    • 4.3   TV Principles
    • 4.4   Print & Radio Principles
    • 4.5   OOH Principles
    • 4.6   Digital Principles
    • 4.7   Activation Principles
  • 5. Media Mix KPI in Traditional Media & Activation
    • 5.1   TV KPI
    • 5.2   Print, OOH & Radio KPI
    • 5.3   Sampling, Event & PR KPI
    • 5.4   Activation KPI
  • 6. Media Mix KPI in Digital Media
    • 6.1   Digital KPI Metrics: Paid Media
    • 6.2   Digital KPI Metrics: Owned Media (P1)
    • 6.3   Digital KPI Metrics: Owned Media (P2)
    • 6.4   Digital KPI Metrics: Earned Media
  • 7. Summary
    • 7.1   Summary
    • 7.2   Case-study: Results (P1)
    • 7.3   Case-study: Results (P2)
  • 8. Bonus Content
    • 8.1   Media KPI Summary
    • 8.2   Digital KPI Metrics
    • 8.3   Digital KPI Suggestion
    • 8.4   Radio in the new age - Kantar Media
    • 8.5   Media Proposal (FMCG)
    • 8.6   Media Proposal (Telecommunication)


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Kết thúc   Buổi 4 - Framework, Principles & Benchmarks

Activation Principles


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