Due: Oct 23 11:59pm via Canvas upload
This project applies digital advertising concepts and tools to solve marketing problems.There are three parts. Read these directions carefully.
Complete a Google Ads Certification of your choice. I recommend you choose Google Ads Display Certification (Beginner) or Google Ads Video Certification (Beginner). You may select a different option, but the two recommended modules build on the work we have already done.
The Certifications are timed assessments that must be completed in one sitting of 75 minutes. There are 50 questions and you must score 80% or higher to pass.
You may need multiple attempts to pass. This is ok, but you can only try one attempt every 24 hours. Plan your time carefully and be prepared to take the assessment using notes.
Using the scenario below,create two marketing objectives and plan twoaccompanying digital advertising campaigns. (20% each pair)
CLIMB is an established outdoor recreation and camping gearbrand. The company has recently launched a new product line of high-end activewear and athleisure apparel. The new line operates as a distinct brand called FITNAS, but will be part of the same company and be sold in the same ecommerce store.
FITNAS is primarily focused on U.S. customers in a crowded activewear market. Company leaders believe digital advertising can help leverage the strong CLIMB brand to expand the customer base for FITNAS. They also believe there are opportunities to use digital advertising to bring in new customers who are not familiar with CLIMB or FITNAS. They are unsure how best to proceed and need your expertise to guide them.
The topline business objective is to sell 10,000 items from the initial FITNAS lineup of T-shirts, sweatshirts, jackets, and yoga pants in six months.
To assist your planning and research, use notes and readings from class, Google Skillshop modules, and Mintel’s “Activewear, US October 2018” market research report (found on Canvas). The most useful section will be “The Consumer” pages 30-51.
Using the project template, provide the following information for both of your marketing objectives/campaigns.
Respond to two of the following prompts. (10% each)