Chapter 5 in-class assignmant

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University of Alabama *

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Marketing

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Feb 20, 2024

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docx

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Uploaded by LieutenantFlowerFly15

Caroline Stein Scenario: Factory Outlet Buildings Promotional Campaign Background Myron, the owner of Factory Outlet Buildings, has recently launched a new feature on his company's website: a custom portable building builder tool. This innovative online tool allows potential customers to design their own portable buildings, adjusting features such as size, materials, colors, and accessories in real-time before making a purchase. Myron believes this feature will significantly enhance the customer experience by offering personalized solutions and is keen to promote this new tool to a wider audience. Myron's primary goal is to increase awareness and usage of the custom building tool, ultimately driving more traffic to his website and increasing sales. He has chosen Facebook as the platform for his promotional campaign due to its extensive reach and advanced targeting capabilities. Myron wants to identify which type of advertisement will have the highest click-through rate (CTR), indicating a strong interest from potential customers in the custom building tool. While Myron is confident in the appeal of the custom building tool, he is unsure about the most effective way to promote it. He needs to decide between two different advertising approaches (Ad A or Ad B). Myron's challenge is to determine which ad will resonate more with his target audience and lead to a higher CTR. As an aspiring marketing research, you will answer the following questions and create two versions of an ad (i.e., Ad A and Ad B). In a later class, we will launch the ad campaign and analyze the results. Questions 1. What is the dependent variable? Click through rate. 2. What is the independent variable? Campaign/ad type 3. How will you manipulate the independent variable? A few ways to manipulate the independent variable could be changing the colors, phrases, font, video vs pictures. As well as using catchy phrases, timer countdowns and the amount of information placed within the ad. 4. What control variables will be put in place?

Some control variables that could be put in place can be the time of day the ad is posted, pictures of the building already in the ad, weather, as well as banners or specific pop-ups. 5. Draw the conceptual model. 6. Write the hypothesis. As ad type changes, the click through rate will vary. If an ad contains a video (vs picture), the higher the click through rate will be. 7. Give rough sketch of what you think should be included in the ad. It doesn’t have to be pretty – just so I can create the actual ad based on your ideas. Ad A Click through rate. Type of ad (image vs video)

Caption : in this ad it is just a picture of a customized building showing the features you can change. Ad B Caption : in this ad there is a repeating video that shows the different features that you are able to customize on your building. Highlighting the specific tools (color, material, size, etc.) as the building is changing in the video. This is more of a “tutorial” to show the benefits of using their service.

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Chapter 5 in-class assignmant

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