Learning Goal: I’m working on a marketing exercise and need the explanation and answer to help me learn.
Select a B2C company that you are familiar with, along with a product sold by that company. Identify a particular consumer target market. Imagine you have been tasked with developing a paid media strategy for the related product to that target.
- Pick two of the digital ad options listed in the chapter. Explain the concept for each of the two digital ads (they can be the same or different) and identify the content (text, imagery, video, and other elements) of each digital ad and explain why the related concept and content will be an effective match for communicating to your selected consumer segment. In doing so, be sure to explain how you would use the capabilities associated with each chosen ad option to effectively target the associated consumer segment.
- For each of the two selected digital ad options, specify the pricing model that you believe is most appropriate for the type of ad (that is, cost-per-impression or cost-per-click). If the pricing models discussed in the chapter do not seem to be appropriate for the ad option selected, then explain why not and propose an alternative pricing model (that is, what do you suggest is more appropriate in terms of compensation between the advertiser and the communication channel)
Textbook Marketing Management 4th ed by Mark Johnston and Greg Marshall Chapt. 12 & 13 to help