P R 309 Study Guide - Final Guide: Web Traffic, Conversion Marketing
Document Summary
Improve or eliminate parts of campaign: actions do we need to change anything. Step 1: define goals, budget, & target audience. Target audience = environmentally conscious consumers, ages 18-35. Choose the one that your target audience uses the most. Step 3: create media mix & divide budget. Advertising at a consistent level that covers every week of the campaign. Advertising for a period of time followed by a hiatus, then another flight of advertising. A combination of continuous & flighting schedules where advertising is placed at a consistent level augmented by intermittent bursts of heavy advertising. Doesn"t stop completely but lowers ad for awhile: don"t wanna lose market share. How long people spend on ad, what sites are they coming from. Operational definitions: measures we will be taking. Brand awareness metrics how effective is our ad placement/ Associate director of strategic account analytics for a digital advertising company.
