POC: Point of Conversion

(1)

6. APPENDICES

6.1 GLOSSARY



CPC: The cost or cost-equivalent paid per click-through.



CPM: cost per mille



CR: Conversion Rate - percentage of website visitors who buy something on the site



CTR: percentage of people who click on an ad after seeing



E-Retailer: Electronic retailer whose sales of goods and services is done through the internet

(electronic retailing).



Electronic retailing: or e-tailing, can include business (B2B) and

business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or

through advertising.



Frequency: # weeks of an ad on air multiplied by the # times the ad is showed per profile



iMEDIA: Intelligent Mediation Environment for Digital Interactive Advertising



Impressions: is a single display of a particular ad on a web page. Clicking or not is not taken

into account. Each time an ad is fetched it is counted as one impression.



HDL: Heavy Duty Laundry



POC: Point of Conversion



POME: Point of Market Entrance



P&L: Profit & Loss Financial Statement



Reach: total number of different people or households exposed, at least once, to a medium

during a given period.

(2)

6.3 BRAUN TARGETING TOOLS

(3)

6.5 KEY MEDIA CONCEPTS

6.6 THE QUESTIONAIRE

MARKET RESEARCH

–

CONSUMER BEHAVIOR AND SOCIAL MEDIA

Thank you for being here today and contribute to our study. The session will take 50min in

total: 5min Introduction, 15min to answer the questions below, and last 30min to an open and

informal discussion about the topic and to understand broadly how you interact in social media

You will have now 15min to answer the four questions below. Please read them and in case of

any question, don’t hesitate to ask for clarification.

I. Time spent

How many hours per week you normally spend online, specifically on Social Media?

1. Less than 1h per week

2. From 2h to 4h per week

3. More than 4h per week

Media

Enabled

Business

Growth

Effectiveness

(NOS/100 GRPs)

Efficiency

(ROI)

Reach

(4)

II. Facebook behavior

In order to rate your Facebook activities and online review behavior; Can you mentioned below

how often you:



Like a post/page?

1. Never

2. Rarely

3. Sometimes

4. Often

5. Always



Post on Facebook?

1. Never

2. Rarely

3. Sometimes

4. Often

5. Always



Play games?

1. Never

2. Rarely

3. Sometimes

4. Often

5. Always



Use the Facebook mobile app?

1. Never

2. Rarely

3. Sometimes

4. Often

5. Always



Review products online?

1. Never

2. Rarely

3. Sometimes

4. Often

(5)

III. Attitude

Inside the box next to your chair, you can find two P&G products:

1. The most recent Braun electric shaver Serie 9,

2. Our best seller laundry detergent

–

Ariel Mountain Spring 2L bottle.

Please tell us how you feel about both products:



What is your attitude and perception regarding the Braun electric shaver?

1. Strongly negative

2. Somewhat negative

3. Neutral

4. Somewhat positive

5. Strongly positive



What is your attitude and perception regarding the Ariel Bottle?

6. Strongly negative

7. Somewhat negative

8. Neutral

9. Somewhat positive

10. Strongly positive

Purchase Intention

Please rate from scale from 1 (definitely you would not buy it) to 5 (definitely you would

buy it) how likely you would purchase both of the products.



Braun electric shaver?

1. Definitely wouldn’t buy

2. Probably wouldn't buy

3. Might buy product

4. Probably would buy

5. Definitely would buy



Ariel 2L Mountain Spring?

6. Definitely wouldn’t buy

7. Probably wouldn't buy

8. Might buy product

9. Probably would buy

(6)

31 6.7 FACEBOOK TOOL

–

Braun Target Guidance (template example)

Stage Source Styling

1.MARKET SIZE POME : Men 15-24 POC : Men 25-45 Men : 15 - 45 Women 25-34 Women 35-44 FEHR POME: Women 14-24 FEHR POHC: Women 25-44

BROAD Target (MM) - Demographics CMK team 4.3 MM 10.0 MM 14.3 MM 5.1 MM 4.8 MM 4.1 MM 9.8 MM

DESCRIPTION Part-time/Full-time students. Late teenager, young adult

: New job / New parent. Employed full-time or part-full-time

Late teenager/young adult to Settling down, established single or starting a family men. Full/part-time student or full/part-time job

In a relationship / married Parent (Mum) Late teenager/young adult. Part/Full-time student. Single

Busy, working full time or staying-home, mum, w/partner INTERESTS Gaming, Sports Sports, Home&Family, lifestyle, career Fashion,Gym, Gaming iVideos Fashion, Beauty Fashion, Beauty Travel, Health & Beauty, Film, Social

media

Fashion, Health&Beauty, Lifestyle, DIY/Home, Parenting

DESCRIPTION Student Interested in sports & gaming Men interest in sports, career, home,

family Men interest in sports, career, home, family

Women in a relationship/married/engaged,

interested in gifts and beauty

Women in a relationship/married/engaged interested

in beauty and gifts, parenting

Single women, full-time student, seasonal jobs, interested in films, health

and bauty, music, travel, social media

Parent, married, interested in beauty, home improvements, lifestyle, shopping

and fashion, parenting

POTENTIAL TARGET (MM) in Facebook 3.6 MM 4.5 MM 4.5 MM 4.3 MM 1.9 MM 3.4 MM 5.6 MM

Facebook Penetration Imbedded

Calculation 84% 45% 31% 85% 40% 83% 57%

3a. Frequency (# weeks) Facebook 4.0 4.0 4.0 4.0 4.0 4.0 4.0

3b. Frequency (#/week) Facebook 2.0 2.0 2.0 2.0 2.0 2.0 2.0

# MM REACHED (vs. Broad Target) Facebook 3.0 MM 3.8 MM 3.8 MM 6.3 MM 1.8 MM 2.9 MM 4.7 MM

% Reached Imbedded

Calculation 70% 38% #DIV/0! 70% 69% 78% 70%

# Impressions Imbedded

Calculation 24.0 MM 30.4 MM 30.4 MM 50.4 MM 14.4 MM 23.2 MM 37.6 MM

CPM ($) Facebook 7.06 $ 6.94 $ 6.94 $ 8.44 $ 8.94 $ 5.51 $ 5.75 $

Total cost ($M) Imbedded

Calculation 169.4 $M 210.976 211.0 $M 425.4 $M 128.7 $M 127.8 $M 216.2 $M

3. FREQUENCY 4.REACH 4. COST 2a. CMK 2a. FACEBOOK CMK team Facebook Braun Female Female Gifters for MPG (Male)

Braun Male (15+ men)

(7)

32 6.8 FACEBOOK TOOL

–

Campaign planning tool (template example)

Campaign planning tool

Approach 1:

Start with your

reach objective

(Awareness campaign) or

sales/traffic objective

(performance campaign) to

determine budget needed

Audience

4,500,000

Input Audience size (see tab 1)

Unit sales needed

4,000

Either start with Unit sales target or traffic target

Reach target (% of Audience)

70%

70% of audience recommended

Est. CR on eRetailer

5%

Reach

3,150,000

Traffic to eRetailer

80,000

Weeks

4

Input length of campaign

Est. CPC

€

0.75

Input CPC estimate. See tab x, verify with local media agency

Frequeny per week

2

Input frequency per week

Est. CTR

0.90%

Input CTR estimate. See tab x, verify with local media agency

Impressions

25,200,000

Est. Impression

8,888,889

MS to check how we can estimated impressions. I think average CTR could be used

CPM

€

3.61 Est. CPM

€

6.75 Budget

€

90,972

Budget required

€

60,000

Booking

Book on Rea ch & Frequency a s s equenced buy.

Booking

Aucti on

Campaign Objective

Webs i te tra ffi c

Format

Ca rous el , l i nk, offer a ds

Length

4 weeks a s fol l ow-up from pha s e 1. 8 weeks a s s ta nda l one.

Placement

Fa cebook & Ins ta gra m

Placement

Approach 2:

Start with available budget to determine reach (Awareness campaign) or sales/traffic (performance campaign)

Budget

€

90,972

Input budget

Budget

€

90,972

Input budget

CPM

€

3.61

Input CPM, see tab x, verify with local agency

Est. CPM

€

6.75 Impressions

25,200,000

Est. Impressions

13,477,333

MS Is there a ny wa y to es ti ma te uni que rea ch on a ca mpa i gn booked on a ucti on?

Weeks

4

Input length of campaign

CPC

€

0.75 Frequeny per week

2

Input frequency per week

CTR

0.90%

Reach

3,150,000

Traffic

121,296

Clicks to eRetailer website

Audience

4,500,000

Input Audience size (see tab 1)

CR on eRetailer

5%

Input conversion rate on eRetailer

Reach (% of Audience)

70%

Target is 70%

Est. Unit Sales

6,065

Booking

Book on Rea ch & Frequency a s s equenced buy.

Booking

Aucti on

Campaign Objective

Webs i te tra ffi c

Format

Ca rous el , l i nk, offer a ds

Length

4 weeks a s fol l ow-up from pha s e 1. 8 weeks a s s ta nda l one.

Placement

AWARENESS (Catch)

PERFORMANCE (Consideration/Close)

Use av. conversion rate of the eRetailer you are linking to

Input CPM estimate (see tab 1). Note that CMPs are higher in peak seasons (ca. +25% during OND). Cost & budgets to be verified in FB R&F tool by local agency