Example of advertising in Moscow (Russia) in Premium segment

CONTACTS PERSON:

Maxim Dmitriev

Project Director

E-mail: m.dmitriev@maxvision.ru

Address:

105082, Russia, MoscowBakuninskaya street, 78Phone. / Fax: +7 495 987-3477E-mail: info@maxvision.ruhttp://www.maxvision.ru

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Prepared Date: January 2009

Maintenance

Outdoor 6х3 …....……………………….…………………….. 1

Press ……………………………..…………………………..… 4

Internet ….………………………………………………….… 7

Food markets …………………………… …..…. ……………. 8

Gas station .………………………………………………….... 9

Elite Business Center ………………………………………… 10

Elite living house ………………………………..…………….. 11

Cinema .……………………………………………………...…12

City screens ………………………………………………….…13

City format ………………………………..….......................... 14

Radio stations .………………………………………………… 15

The outdoor advertising 6х3

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For the basic and most effective kind of advertising we take format boards 6х3. This choice is caused, first of all, good by indicator GRP* and small cost of contact on the given target audience, for example in comparison with advertising on TV. As an example we result a monthly advertising campaign which was spent in January, 2008 (the data are given by independent analytical company Espar the Analyst) Look the following slide.

GRP (gross rating points; GRP's; G.R.P.)– Summation indicators of efficiency the various vehicles for advertising, used by the advertiser.

Advertising campaign example 6х3

Mediaplan ( 146 sides)

The budget is 258 000 $ / month

Daily statistics

Percent of an audience which will see the billboard (at least one side) per day

Average contacts per day

How many people could see this advertising

Campaign cumulative rating for a day

Average rating

F1+ - Percent of people seen advertising minimum once

…

F15+ - It means that 0,08 % can see this advertising 15 times and more

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Advertising campaign example

Statistical data on a month advertising campaign

Thus we see that for the complete period of a month advertising campaign will be 284 297 900 contacts. That is not number of people, namely how many time advertising in Moscow will be seen.

the red points are the billboards 6х3 at the Moscow map

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Press

FHM Magazine:Man's magazine FHM have monthly edition. In FHM it is possible to find reviews of a fashion, novelties of technics and cars, and also exclusive foto of the most beautiful women from Russia and other countries. Magazine FHM offers the helpful information and councils on everything that interests men: from last releases of books, movies and music to novelties of cars, social themes and questions of relations.

Circulation: 110 000

Audience:76% men, 74% single, 97% have aducation, 61% have prestige post. Age: from 18 to 40 y.o..

Distribution:1200 trade points in 11 biggest cities of Russia.

Forbes - the independent business edition. Forbes does not publish the information, which already left in other mass-media. Each material in magazine – exclusive. In magazine: articles of economists and politicians specially for Forbes, economic news, investigations and tendencies, stories of success, opinion of experts on topical problems, ratings. In Forbes questions of regions, marketing, how the capital are taken up. Also, in the end of magazine - the information "how to spend"...

Circulation: 80 000

AudienceReaders Forbes – well-founded and active consumers of expensive goods. Incomes: the high: 7 %, above an average: 59 %, averages: 34 %. Age: from 25 years also is more senior. More than 1/3 readers Forbes take executive positions. 66,6 % of readers pay attention to advertising in printing mass-media.

Distribution: Moscow (62%), St. Pitersburg (7%), Other cities (4%). Distribution directly to office: 2%, Subscription: 5%.4

Press

Playboy – the name of a legend. The glossy man's magazine covers the broadest thematic spectrum: the most beautiful women of the world, exclusive pictures of celebrities, reportings on travel, prestigious cars, a fashion and a style of life. Intellectual prose, interview to known men – about business, hobbies and the relation to a life. To take pleasure, be able to find in all the pleasant parties – these main vital values are actual for men at all times. Playboy - modern stylish photos and publications about the literature, music, cinema, audio-video, adventures, sex, relations, career. And the girl of month and gallery of Playboy. Playboy – classical man's life style magazine!

Circulation: 120 000

AudienceMagazine prefer: taken place (20-39 years – about 66,5 % of an audience), formed (about 40 % of readers have higher education) and well provided men (43 % are carried to a category prosperous and provided).

DistributionDistribution by subscribe and sales.

GQ Magazine

GQ magazine - The monthly edition, devoted to a lifestyle and a man's fashion.

Circulation: 90 000

AudienceMagazine GQ is read by succeeding men (68 %); heads, the experts serving (70 %); with an active vital position. 26 % read each issue of the magazine GQ, and 32 % read only magazine GQ.

Distribution Moscow 57%, St. Petersburg 11%, Ural, Siberia, Ukraine and other.....

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Press

VOGUE Monthly fashion magazine. Themes: beauty and helth (35%), Clothes & acsessorize (29%), Jewells and watches (16%), cars (1%), hi-tech (2%) turism & other.

Circulation: 150 000

AudienceMen 24%, Woman 76%. Age 16-19: 15%, 20-24: 19%, 25-34: 29%, 35-44: 23%. Incomes above an average (66%) and average (20%). bosses, experts: 57%. Goes to clubs and restorants 72%, Have a rest on luxurious resorts 32%, Shop tours in one of fashionable capitals of the world 24%, Spa 24%. Visit sport clubs 29% , beauty centers 41%. Have car 61%. Active internet users 81%. High loyalty to magazine: 66% Readers buy more than 10 Vogue in a year. High degree of trust to advertising.

DisrtibutionMoscow (45%), St.Petersburg (12%), The Volga region (9%), Ural (8%), The Far East (7%), Syberia (6%), South (6%). Ukraine (6%).

Mens Health magazine

With the first number which have left in January, 1998, Men's Health tries to tell to readers about everything that excites men, irrespective of the place of residence, a trade and an educational level. That is about health, sex, career, muscles, an extreme and travel. Men's Health is a pragmatic and useful edition for men who perceive a life as a self-improvement way. We try almost all advices and a know-how on ourselves.

Circulation: 160000

The audience increases every year and now makes 600 thousand persons.

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Internet

The directions will be the primary goal on the Internet:

1. Optimisation and promotion of a site of hotel in search system yandex.ru rambler.ru google.ru

2. Placing of banner advertising

3. Contextual advertising

The most popular platforms with a great popularity for placing of banner advertising:

travel.mail.ru/www.afisha.ru

www.lenta.ruwww.turist.ru (RBK project)

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Advertising on monitors in premium supermarket networks

Advertising on monitors is one of the most popular kinds of the advertising, directed on target audience. The basic advantages are:

The basic advantages to the advertiser:• Possibility of constant contact to a highly remunerative audience.• The advertising message is delivered to more prepared audience, than in the outdoor advertising or on TV, at the moment of

decision-making on purchase.• Smaller legislative restrictions on advertising of certain kinds of production in points of sale.• Fast placing of a visual block from the uniform centre

Recommended networks of supermarkets in a premium segment:

17 supermarkets

32 supermarkets

30 supermarkets

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ТNК-BP Gas station

British Petroleum gas stations are considered in Russia elite and grant a service high level.

Advertising at BP

Roller BP – construction size А0, plased at enterance to BP Shops.

The description of city-format at BP Stations:• Installation site - at entrance in shops BP Connect;• Format - А0 (0.84x1.19м), roller;• Quantity of designs on one point - 2;• audience – more than 3 000 000 contacts per month.

Advantages: • inside Illumination• 100 % coverage of a unique audience of visitors BP Connect.

The offer: 360 surfaces possessed at all gas stations of network BP.

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Advertisement positioning in elite business centres

The network of advertising designs covers 18 largest cities of Russia and continues to grow constantly. We can offer

placing more than in 200 business centres across Moscow, 90 – in SPb and more than 140 – in regions.

Lightboxes Territory

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Advertising placing in elite house complexes

IN WHAT HOUSES WE PLACE ADVERTISING?

House complexes «De LUXE LEVEL»

House complexes «BUSINESS LEVEL»

The size of lightboxes – A0, А1 & А2

PRIMARY AUDIENCE

Owners of apartments in this houses are the most highly remunerative categories: owners of business, top-managers of the largest Russian and western companies, representatives of show business and members of their families. This audience is focused on consumption of the respectable goods and the services, known brands.

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Advertisement positioning in a network of cinemas “The Cinema Formula” (Formula Kino)

14 modern cinemas in Moscow

Variants of advertising placing:

• Placing of preview trailers before a session

• Placing of advertising videoclips on the plasma monitors established in foyer of cinemas

• Distribution of polygraphic production to foyer of a cinema and through a cash hall

• Advertisement on lightboxes, on posters and promo-racks in foyer.

• Advertisement positioning in the monthly film guide «the Cinema Formula»

• Realisation of promo-shares

• Advertising placing on tables in bars and cafe

• Presentation of production before film sessions in foyer of cinemas

• Sponsorship of premier displays and many other things...

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Advertising placing on city screens

Outdoor video screens are the carriers providing special

attention of an audience.

The huge sizes of screens (112 м2) and a careful choice of

installation places, guarantee long time of contact to

advertising materials.

The daily potential audience of each of screens constitutes

over 100 000 contacts.

Video screens fill in lost pending time with the bright,

dynamical images, ensuring positive perception of advertising.

The audience of screens consists of socially active groups of

the population which are advertising consumers.

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6,67%

16,87%

31,43%

28,68%

12,99%3,35%

Low

Below an average

Average

Above an average

The high

The ultrahigh

Audience structure by budget:

City formatCity-format has the target group – pedestrians and passengers of public transport. They move on a city with a smaller speed, than drivers (for

whom larger formats of the outdoor advertising are intended). Time of contact of the potential consumer accordingly increases. And appearance and a condition of posters in cities-formats are not subject to weather influence

so as they are in light boxes.

Design skinds of of city-format:

- Stops - pavilions of expectation and stopping platforms of a municipal transportation;

- Pilons - single standing designs with the static image;

- Rollers - single standing designs with dynamic change of the image.

Advantages of city-format:

- Possibility of a combination of a advertizing kinds and a uniform covering of the city;

- Placing in the central areas of the cities, allowing to capture the basic foot and transport streams;

- Possibility making national campaigns with coverage more than 35 million persons;

- Effective demonstration in a night-time, thanks to internal light;

- Possibility of carrying out of short-term advertising campaigns.

The offer on city-format:

- Moscow: more than 2100 points;- SPB: more than 3000 points;- Novgorod: more than 730 points;- other cities: more than 3000 points in 27 cities.9

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Rating of radio stations Moscow OCTOBER 2008 (By quantity of listeners)

1. Русское Радио (Russian radio)

2. Радио Шансон (Shanson radio)

3. Авторадио (Autoradio)

4. Европа Плюс (Europa+)

5. Ретро FM (Retro FM)

6. Милицейская волна (Police FM)

7. Радио России (Russia radio)

8. Маяк (Mayak)

9. Эхо Москвы (Echo Moskvi)

10.Юмор FM (Humor FM)

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