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May 20th Store Promotion Online Media Plan,Apr.11th ,2012,Media Objective,To announce and celebrate GAP the 20th store opening in China through efficient online & mobile media To build up brand awareness and ultimately drive audience to GAP store,Digital Media – IM Rich Media,Using attractive and Impressive media format can draw target audience attention at very first sight. Utilize rich media on live messager to create high impact and awareness (IP-targeted) Soft bonus to amplify the influence Big day：Mar 3rd (TBD),Media,Ad Format,MSN Live Skyscraper,Digital Media – Targeted Ads,Expand more reach to target audience in 6 cities via media network Optimize last campaign media pool Set up GAP audience cookies database Amplify and dominate brand voice in fashion and lifestyle vertical Period: Mar 3rd - 20th,Media Pool,Ad Format,Smart TV,Column+ PIP,,,,,Leverage mobile Apps to deliver 20th new store opening messages to audience Set up mobile media pool for GAP Period: Mar 3th – 20th,Media Pool,Ad Format,Banner,Digital Media – Mobile in APP Ads,Full Screen,Text Link,,,,Budget Allocation and KPI,Impression : 21 million Click: 145 k,CPM: 8.99* CPC: 1.32,* Mobile in-app banner is purchased by CPC. Impression cannot be provided. The real time CPM will be lower than estimated.,Est. Budget : 200K,