Assignment #1: Display Ad Asset

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Assignment #2: Display Ad for Company

X

Display Ad Example for Cupcake Bloomer

Headline:

"Indulge in Luxury Custom Cakes"

Description:

"Make your celebrations unforgettable with Cupcake Bloomer's unique cake designs. Perfect for weddings,
birthdays, and special events. Order now and elevate your occasion!"

Call-to-Action (CTA):

"Order Your Custom Cake Today"

Campaign Settings for Target Audience:
1. Demographics:
○ Age: 25-50 (Targeting individuals planning weddings, parties, and events)
○ Gender: Both male and female (Since both genders might order custom cakes)
○ Income: Middle to high-income groups (Targeting customers willing to invest in luxury cakes)
2. Geographics:
○ Location: Focus on urban areas where Cupcake Bloomer operates or delivers. Target within
20-30 miles of the store.
○ Country: Target specific cities like Toronto or local areas with a strong presence.
3. Interests & Behaviors:
○ Event Planners and Wedding Organizers: People planning events, especially weddings,
milestone birthdays, or corporate parties.
○ Foodies and Dessert Lovers: People interested in food, baking, and luxury desserts.
○ Online Shoppers: Target users who frequently shop online for event supplies and gifts.
4. Device Targeting:
○ Mobile Devices: Focus on mobile devices to reach customers on the go who may be
searching for cakes and event services.
○ Desktop: Target desktop users during work hours for event planning and online shopping for
custom cakes.
5. Placement:
○ Display ads on websites related to event planning, wedding services, and lifestyle blogs.
○ Social Media: Focus on platforms like Instagram and Pinterest where visual aesthetics matter
and where users look for event inspiration.

This ad will be created in Google Display Ads with an appealing design, reflecting the brand’s luxurious and
custom nature, and will be targeted to the audience most likely to be interested in custom cakes for their special
events.

Assignment #3: Target Settings for

Company Y
Target Settings for Starbucks Display Ad Campaign

1. Demographic Targeting
○ Age: 18-45 (Primary coffee and beverage consumers)
○ Gender: Both male and female (No specific gender preference)
○ Income: Middle to high-income groups (Starbucks appeals to individuals who
are willing to pay a premium for coffee)
2. Geographic Targeting
○ Locations: Target urban areas, especially in locations near Starbucks outlets.
Focus on countries or regions where Starbucks has a significant presence.
○ Radius Targeting: Focus on a 5-10 mile radius around Starbucks stores for
localized promotions and offers.
3. Behavioral Targeting
○ Frequent Coffee Drinkers: People who regularly consume coffee, lattes, or
other beverages.
 ○ App Users: Target users who have previously interacted with the Starbucks
mobile app or website for ordering.
○ Loyalty Program Members: Engage individuals who are part of Starbucks
Rewards.
4. Interest Targeting
○ Food & Beverage Lovers: People with an interest in food, coffee, and
premium beverages.
○ Health-Conscious Consumers: Target those interested in plant-based,
low-calorie, or wellness-related products (e.g., plant-based milk, keto drinks).
5. Contextual Targeting
○ News Websites/Articles Related to Coffee, Food, and Lifestyle: Place ads
on websites that focus on coffee culture, food trends, and general lifestyle
topics.
○ Social Media: Display ads on platforms like Instagram, Facebook, and
Pinterest, which are popular with Starbucks’ audience.
6. Device Targeting
○ Mobile Devices: Focus on mobile targeting to reach on-the-go customers
likely to visit Starbucks during their commute.
○ Desktop: Target desktop users for work-related content, especially
coffee-related promotions and gift card sales.
7. Remarketing
○ Previous Website Visitors: Retarget people who have visited Starbucks’
website or interacted with ads in the past, especially those who left the site
without completing a purchase.
○ Cart Abandoners: Retarget individuals who have abandoned their shopping
cart (e.g., mobile app orders or gift card purchases).

Assignment #4: Audiences for Company Z

Audience Types for Company Z (Organic Skincare)

1. Health-Conscious Consumers
○ Demographics: Adults 25-45, mainly female, urban.
○ Psychographics: Interested in natural, chemical-free products.
○ Reason for Prioritization: Likely to buy organic skincare for
health reasons.
2. Eco-Conscious Shoppers
○ Demographics: 18-40, mainly female.
○ Psychographics: Focused on sustainability and eco-friendly
brands.
○ Reason for Prioritization: Aligns with organic and eco-friendly
brand values.
 3. Beauty Enthusiasts
○ Demographics: Women 18-40, skincare-focused.
○ Psychographics: Interested in beauty trends and skincare
routines.
○ Reason for Prioritization: High engagement with skincare
products.
4. Individuals with Sensitive Skin
○ Demographics: Various ages, skin conditions like eczema, acne.
○ Psychographics: Seeking gentle, hypoallergenic skincare.
○ Reason for Prioritization: Strong need for organic,
chemical-free products.
5. Millennials & Gen Z Consumers
○ Demographics: 18-35, tech-savvy, social media users.
○ Psychographics: Socially conscious, prefer natural products.
○ Reason for Prioritization: Highly engaged and responsive to
online marketing.
6. Luxury Skincare Buyers
○ Demographics: Adults 30+, high-income.
○ Psychographics: Value premium, high-quality skincare.
○ Reason for Prioritization: Willing to pay a premium for organic
skincare.
7. Online Shoppers
○ Demographics: 18-45, frequent online shoppers.
○ Psychographics: Prefer shopping online, value convenience.
○ Reason for Prioritization: E-commerce-focused; easy
conversion path.

Prioritization Process:

1. Health-Conscious & Eco-Conscious Consumers: Core audience for

organic products.
2. Beauty Enthusiasts: Broad, highly engaged audience.
3. Sensitive Skin Consumers & Millennials/Gen Z: Both are high
potential for organic skincare.
4. Luxury Buyers & Online Shoppers: Niche but high-value segments.
Assignment #6: Programmatic Media
Programmatic Media Success: Coca-Cola

Company Overview:
Coca-Cola is one of the largest beverage companies in the world, known for its vast product
portfolio, including Coca-Cola, Sprite, Fanta, and more.

Strategy Overview:
Coca-Cola successfully leveraged programmatic display media to drive brand awareness
and reach their target audience effectively across multiple platforms. They used data-driven,
automated ad buying to maximize ad delivery efficiency, optimize targeting, and drive
consumer engagement.

Key Strategies Coca-Cola Used:

1. Data-Driven Targeting: Coca-Cola utilized first-party and third-party data to enhance

targeting precision. By analyzing consumer behavior, purchase history, and
engagement data, they ensured that ads were shown to the right audience, at the
right time. This helped reach specific demographics like age, location, interests, and
even behavioral segments.
2. Dynamic Creative Optimization (DCO): Coca-Cola employed DCO to deliver
personalized and relevant ads to different consumer segments. With DCO, the
creative elements of the display ads (like messaging, images, and calls to action)
were dynamically adjusted based on real-time data, such as location, weather, or
recent interactions with the brand. This personalized approach boosted engagement
and click-through rates (CTR).
3. Cross-Channel Programmatic Campaigns: Coca-Cola implemented a
cross-channel approach, running programmatic campaigns across display, mobile,
video, and social media platforms. This allowed them to maintain a consistent brand
message while also reaching consumers on their preferred devices and media
channels. Coca-Cola used various demand-side platforms (DSPs) to manage this
diverse strategy.
4. Real-Time Bid Adjustments: Through programmatic ad buying, Coca-Cola was
able to adjust their bids in real time based on performance data. This flexibility
allowed them to maximize ROI by bidding more on high-performing audience
segments and scaling back on underperforming ones.
5. Measurement and Attribution: Coca-Cola integrated programmatic media with
advanced measurement and attribution tools. By analyzing the impact of display ads
on consumer behavior, they were able to optimize campaigns and identify which ad
placements and creative types performed best across various channels.

Outcome:

Coca-Cola’s success with programmatic advertising resulted in:

 ● Increased Engagement: Targeted and personalized ads led to higher interaction
rates.
● Brand Awareness: Programmatic media allowed Coca-Cola to reach millions of
potential customers across various digital platforms, boosting awareness of their
campaigns.
● Improved ROI: Real-time optimization and efficient targeting resulted in a better
return on investment, allowing Coca-Cola to reduce wasted ad spend.

Conclusion:

Coca-Cola’s use of programmatic display media demonstrates the power of data-driven

marketing and real-time optimization. By combining personalized creative, precise targeting,
and cross-channel campaigns, Coca-Cola has been able to maintain its dominance in the
highly competitive beverage industry while efficiently driving consumer engagement and
brand awareness.

Assignment #7: Integrated Plan for

Company Z
Integrated Digital Marketing Plan for Company Z: Organic Skincare

Objective:
Increase brand awareness, drive website traffic, and boost sales.

1. Search Engine Marketing (SEM)

Goal:
Drive traffic and conversions via targeted PPC ads.

Target Audience:

● Age: 25-45, mostly female

● Interests: Organic skincare, wellness, eco-friendly products

Keywords:

● Organic skincare, chemical-free skincare, vegan beauty

Ad Copy Example:
 ● Headline: "Glow Naturally with Organic Skincare"
● Description: "Shop our chemical-free, cruelty-free skincare. Free
shipping available!"

Campaign Structure:

● Budget: $50/day
● Location Targeting: Global (US, UK, Canada)
● Device Targeting: Desktop & mobile

2. Display Advertising

Goal:
Increase brand visibility across the Google Display Network.

Target Audience:

● Demographics: 25-45, interested in skincare and eco-friendly products

● Remarketing: Target previous website visitors

Ad Design:

● Headline: "Experience Organic Skincare"

● Copy: "Shop chemical-free skincare for glowing skin."
● CTA: "Shop Now"
● Image: High-quality product visuals with brand logo

Targeting:

● Contextual: Beauty, skincare, wellness websites

● Remarketing: Retarget visitors who didn’t purchase

Budget:

● Monthly: $1,000
● Daily: $33.33

3. Integrated Strategy
Goal:
Combine SEM and Display Ads for awareness, engagement, and
conversions.

● SEM targets intent-based searchers; Display Ads drive brand

awareness.
● Remarketing will target users who’ve shown interest but didn’t convert.

KPIs:

● SEM: CTR, CPC, conversions

● Display: Impressions, CTR, conversions

Optimization:

● Adjust bids, keywords, and targeting regularly.

● A/B test display ad designs and copy.

Assignment #8: Content Strategy

Day Heading Subheading Bullets CTA

- Peppermint Mocha,
Caramel Brulee, and
more!
Our seasonal - Perfect for cozy
flavors are here moments.
Start Your to make your - Limited-time offer –
Week with Monday extra grab them before Order now and taste the
Day 1 Starbucks! special. they're gone! season!
- Savor the rich flavor of
our Hot Chocolate.
The cold weather - Try the new
Warm Up just got better Gingerbread Latte.
with with our new - Made with the finest Visit your local Starbucks
Day 2 Starbucks! holiday drinks. seasonal ingredients. and enjoy today!
- Customizable drinks
to fit your mood.
Coffee That Starbucks is all - Freshly brewed coffee
Feels Like about making for every taste.
Day 3 Home your day better. - A cozy, welcoming Stop by and treat yourself!
 atmosphere at every
visit.
- Creamy, smooth, and
Plant-based perfect for your coffee.
options just got - A sustainable,
Have You even better with dairy-free option.
Tried Oat our Oat Milk - Available in all your Try it today – your taste
Day 4 Milk Yet? drinks! favorite drinks. buds will thank you!
- Rich, creamy, and full
of seasonal spice.
- The perfect
Don’t miss out on companion for chilly
Your Favorite the iconic days.
Holiday Drink Pumpkin Spice - Available now – hurry Grab yours today and
Day 5 is Back! Latte this season. before it's gone! indulge in the flavor of fall!
- Ethically sourced
beans from over 30
countries.
At Starbucks, - We’re committed to
we’re making a reducing waste.
Sustainability difference with - Supporting coffee Join us in making a
Starts with sustainable farmers around the positive impact – visit
Day 6 Us coffee sourcing. world. Starbucks today!
- Bold, refreshing, and
smooth.
- Infused with flavors
Meet Your Discover our new like vanilla or caramel.
New Favorite signature cold - A great pick-me-up for Refresh your day with a
Day 7 Drink brew creations! your day. cold brew – stop by today!
- Gingerbread cookies,
peppermint brownies,
and more!
Treat yourself to - Perfect pairings for
Sweeten something sweet your coffee.
Your Day with with our holiday - Freshly baked every Visit us and satisfy your
Day 8 Starbucks pastries. day. cravings!
- Join our Rewards
program for exclusive
offers.
- Support local
communities with every
cup.
Coffee, with a Starbucks is all - Starbucks partners Become a part of the
Side of about bringing with local organizations Starbucks family – sign up
Day 9 Community people together. to make a difference. today!

Jumpstart your - Espresso, lattes,

Boost Your day with a cappuccinos, and more!
Morning with handcrafted - The perfect blend of Come in for your perfect
Day 10 Starbucks espresso drink. flavor and energy. morning drink today!
 - Made fresh just for
you.
- Chai Latte, Cinnamon
Dolce, and more.
Our seasonal - Warm, cozy flavors to
Spice Things spiced drinks are brighten your day.
Up with here to add some - Made with the finest Stop by and spice up your
Day 11 Starbucks flavor to your day. seasonal spices. coffee experience!
- Explore exciting new
flavors and blends.
Start the year - A fresh start with
with our new every cup.
A New Year, limited-time - Perfect for ringing in Try them now – only
Day 12 A New Brew drinks. the new year. available for a limited time!
- Choose from our wide
range of beverages.
- Relax with a warm
Take a break and cup of comfort.
Your Perfect enjoy your - Whether it’s a quick
Coffee favorite drink at pick-me-up or a long Join us for a moment of
Day 13 Moment Starbucks. coffee break. relaxation today!
- Create memories with
every sip.
Starbucks brings - Share a coffee with
people together friends and family. Visit your local Starbucks
Coffee and over a great cup - The place to connect for great coffee and even
Day 14 Connection of coffee. and unwind. better company!

Assignment #9: Content Piece

Social Media Post Example:

● Heading:
"Indulge in the Art of Custom Cakes!"
● Subheading:
"Made to Perfection for Every Celebration."

🎂
● Bullets:

🍓
○ Custom Designs – Personalized cakes for all occasions

🎉
○ Premium Ingredients – Fresh and high-quality flavors

💕
○ Perfect for Any Event – Birthdays, weddings, and special moments
○ Handcrafted with Care – Each cake is a masterpiece
● Call to Action (CTA):

📞
"Order Your Custom Cake Today and Make Your Celebration Truly Special!"
DM us or visit our website to place your order!