5. Why Internet? The internet can generate high consumer involvement with the brand, at a cost-efficient level. @NIVEA.gr 22 pages on average are viewed during one visit The average visit length is about 8.0 minutes . LEAN-BACK (passive) LEAN-FORWARD (active)
6. 2007 in Numbers Consumers stay on the site for 8 minutes , viewing 22 pages of content outstanding quality of contact! 8 min. www.NIVEA.gr POS (shelf): 60” TVC: 20” Print Ad: < 1” – 5”
7. Communication mix TV Print Online Awareness / Image Interest Involvement Retention Communication Level Awareness driver AND Extension of TV and Print Internet extends traditional communication campaigns, increasing the number of contacts with consumers. It also presents them with messages that are not sufficiently communicated only via ATL campaigns.
8. TV / Print / Outdoor Sampling PR POS Internet Integrated Campaigns
