CSM Media Research Feb. 2010

1. How to make the spot planning At a right target CSMMedia Research Feb. 2010

2. Planning -Targeting BYD F6 Target : 30-50 old years old Target Description : Good career/high income and education/high education/ high life quality Period : Nov. to Dec. 2009 Duration : 2 months Market : Haikou

3. Scheduling- Targeting Universe(000) Sample 30-50347 387 With purchase intent for middle size car116 102 Plan to purchase the middle size car in 5 years 50 43

4. Competition Analysis Media Brief Target Analysis Ad. Plan Target’s Media Contact Creative Communication Opportunity Key Markets Communication Strategy What’s the Target

5. What’s the Target • Audience Lifestyle Insight Survey Project • Project implementation date：Nov. to Dec.2009 • Project implementation market：HAIKOU • Project description： Implement the media consumption and lifestyle questionnaire among 300 Diary HHs, with all panelists continuing to record 15-minute detailed every day TV viewing. On the basis of these questionnaires summarized lifestyle characteristics in addition to the conventional demographic characteristics, combined with TV ratings, to make audience, programming and advertising related analysis in InfoSys • Project results： • The questionnaire survey focuses on media contacts and lifestyle of Haikou Audiences • InfoSys - Audience Insight Version

6. Product Category What’s the Target Male/Female More than 10 product categories Product Sex Alcohol & Beverage Food Cooking Category Fast Food Shop Cleaning products Toiletries /Cosmetics Baby supplies Sanitary & Sanitary products for female Mobile Phone Communication Service Computer Car Home Appliances/ Digital Products Medicine Sports Finance/Investment/Insurance Others 4+ Purchase habit for grocery goods Purchase Habit Age Rating% The activities in leisure life Primary School …… University Attitude Education The reaction to ads and the media source Managers …… Unemployed Media Contact Occupation

7. What’s the Target

8. How to target accurately • Reach and Viewing Minutes by weekday • The reach of targets has not big difference, but at the weekends, the consumer target watched longer TV Data Source：CSM, Haikou, TTV, Nov.-Dec. 2009

9. How to target accurately • Rating Trend • The prime time of consumer target starts late after 7 o’clock Data Source：CSM, Haikou, TTV, Nov.-Dec. 2009

10. How to target accurate • Channel Group share% • Consumer Target watched more national and provincial satellite channel group Data Source：CSM, Haikou, TTV, Nov.-Dec. 2009

11. How to target accurately • Viewing time by program genre • Consumer target watched more sports and movie programs Data Source：CSM, Haikou, TTV, Nov.-Dec. 2009

12. How to shoot accurately • Spot Plan based on consumer target Client: BYD f6 Target: Plan to purchase the middle size car in 5 years Market: Haikou Channel: Local Channels Budget: 300,000 Period: 2010/1/1-2010/1/31(PM)

13. How to shoot accurately • Channel ranking • Consumer target watched more CCTV channels and provincial satellite channels • Hainan general channel and Haikou news and general channel have higher rating among all local channels

14. How to shoot accurately TV Drama 直播海南 热带播报 Weekdays TV Drama TV Drama 直播海南 Weekends 热带播报 TV Drama Data Source：Plan to purchase the middle size car in 5 years

15. How to shoot accurately • The cost and CPRP by channel by time band Data Source：Plan to purchase the middle size car in 5 years

16. How to shoot accurately • Based on the rating of consumer target to do the spot planning, and make the spot plan done Channel Selection Time Band Selection Program Selection Date Selection

17. How to reach accurately • Demographics of consumer target University and above Female Senior middle school Male Junior middle school or below 55-64 Unemployed Students 45-54 workers 35-44 Prof.Techn. and clerk 25-34 Self employee 15-24 Officer and manager Data Source：Plan to purchase the middle size car in 5 years

18. How to reach accurately • The activities in leisure life in past half year • The consumer targets have higher life quality with more culture activities Data Source：Plan to purchase the middle size car in 5 years

19. How to reach accurately • Consumer Targets’ attitude Findings Consumer Target is sensitive to Price Trust on Brands but not so much on Ad. Love environment-friendly and new technology products Data Source：Plan to purchase the middle size car in 5 years

20. How to reach accurately • Media Contact Frequency • “U” shape • The traditional media still works well, internet becomes the new media with biggest user Data Source：Plan to purchase the middle size car in 5 years

21. How to reach accurately • The ad response experience in past half year • 46.5% Watched the products ads and then searched for more information • 32.6% Watched the Ads, and then put the bradn into my shopping consideration set • Only 1% After watching an ad, I went to buy the product • The Media Source of Ads responses • TV67.4% • Newspaper 46.5% • Internet39.5% • Outdoor 30.2% • Magazine 23.3% • Radio9.3% Data Source：Plan to purchase the middle size car in 5 years

22. Product Category What’s the Target Male/Female More than 10 product categories Product Sex Alcohol & Beverage Food Cooking Category Fast Food Shop Cleaning products Toiletries /Cosmetics Baby supplies Sanitary & Sanitary products for female Mobile Phone Communication Service Computer Car Home Appliances/ Digital Products Medicine Sports Finance/Investment/Insurance Others 4+ Purchase habit for grocery goods Purchase Habit Age Rating% The activities in leisure life Primary School …… University Attitude Education The reaction to ads and the media source Managers …… Unemployed Media Contact Occupation

23. Support you on the accurate media planning • Amy Gao • gaobaozhu@csm.com.cn • 010 85086859