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Develop an advertising plan to capture consumer’s attention and interest.

(5.1) Search Engine Marketing and Placement (SEM); Create an initial keyword marketing campaign (for placement in a search engine’s sponsored results).

  • Assume a $1000 monthly budget
  • Develop a two ad word groups (3-8 keywords per group) and recommend keywords for each group.Provide estimations for the CPC for these keywords.
  • Provide examples of the advertisement copy for each ad group

(5.2) Online Advertising. Recommend an advertising placement on Facebook, LinkedIn or Twitter.

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  • Discuss filters and criteria for the advertisement
  • Do not worry about setting a budget
  • Describe or provide an example of the advertisement copy

(5.3) Online Advertising: Recommend an advertising placement for an online site, platform, or network other than Facebook, LinkedIn or Twitter

  • Discuss where the advertisement will be placed (type of site, content and audience demographics)
  • Do not worry about setting a budget
  • Describe or provide an example of the advertisement copy (explain contextual relevance and “native ad” characteristics)

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