Alahari,+Sujana

Fake client: English language classes for immigrants called New Canadian Language Services (NCLS).
 * Online Advertisement Design **

Ad campaign includes:

An online banner advertisement:

A email advertisement:

Original, unedited image taken from: http://www.ravenwerks.com/leadership/adult-education-learning-is-not-just-kids-stuff-creating-overwhelmingly-successful-learning-programs-for-the-supposed-adults-in-your-organization/

Facebook sponsored advertisement:



Original Logo image taken from: http://canadianimmigrant.ca/news-and-views/survey-immigrants-claim-better-knowledge-of-canadas-history/attachment/portrait-of-a-boy-with-the-flag-of-canada-painted-on-his-face-2

The New Canadian Language Services (NCLS) offers English language classes for newcomers. NCLS has multiple branches and location across Canada. NCLS is committed to helping new immigrants struggling with English, offering one-on-one assistance in a class room setting to promote confidence. NCLS only hires experienced, licensed tutors and teachers to ensure their employees are professional and capable which puts NCLS a step above the rest. The target market is geared towards new immigrants, specifically middle-class, middle-aged and older adults (male and female). NCLS acknowledges older adults (middle-aged and above) find it more difficult to learn a new language compared to youth and have differing challenges; hence, NCLS offers lessons are specially geared towards this specific target market to tailor to their needs and assist them on their journey for better work opportunities and integration in their new community.

E-marketing has its own pros and cons and works best when the target market and location is neatly defined, as well as the central purpose for advertising. With the convenience and choices available in e-marketing, it holds a promising future for advertisers and businesses looking to gain new customers and clients like NCLS. The main goal for NCLS is brand awareness and sales as a new emerging business. The first step of brand awareness is brand recognition. NCLS has its own logo depicting a boy with the Canadian flag painted on his face, with the text, 'New Canadian Language Services' or its abbreviation, NCLS. This logo is on all of the three advertising forms to avoid any confusion and to reinstate the brand. Customers can easily connect the brand when they see the same, distinguishable logo depicted on all three forms of online advertising that differentiates NCLS from its competition.

One of the three forms of advertising, the advantages of a facebook sponsored advertisement include how it is based on user ‘likes’ and personal profiles which takes into account users’ age, hobbies, etc, as well as geographical location which adds more relevancy to the advertisement so we reach our target market. The banner advertisement also works similarly. It is geared towards people from a specific location and their search and profiles as the banner will only show up on relevant, associated sites (ex: immigration related sites or sites offering other services to new comers). Since NCLS has numerous branches across Canada, the one nearest to the user is advertised to them. Target marketing is promising, as advertisers know target marketing works better than just solely advertising to masses as this does not bring forth the same results.

The email advertisement offers a promotional incentive, offering new customers the first three classes free. The email advertisement also includes a specific phone number and the website link to track back its effectiveness. This also makes it simple and easy for those who prefer calling instead of navigating the website, which is keeping the target demographic in mind as some of the customers may not be computer-savvy. Furthermore, the effectiveness of all three forms involves knowing how many people are using this method. Because e-marketing can track its hits, the data collected can be analyzed which shows what is or is not working in the campaign which offers a great advantage.

One of the minor challenges that involve e-mail e-zine or newsletter advertising is the use of HTML and graphics. Even when the regular text option is offered to users, the issue lies in how the colorful, easily distinguishable brand logo cannot be presented in text. The main challenges posed in this advertisement campaign include excessive competition. When users try to search for NCLS in search engines by typing in search terms such as ‘Canadian language classes’, or ‘language classes new comer’, etc, various other sites offering the same services show up on the top of the search. Since the search terms are also valid for other language services offered in Canada, potential customers may choose a competition’s services. To tackle this issue, or at least gain an upper hand over the competition, NCLS is offering the promotional incentive of first three classes free. This promotional offer means customers can take part in classes without committing themselves to see if they are satisfied with the service. Because NCLS is dedicated to offering quality education, customers will more than likely return. Furthermore, customers will always look for the best deals and value while making any kind of purchase, online or offline. Through promotions and incentives such as discounts or affiliate programs, we are more likely to win over the competition. However, other services that use search engine optimization are more likely to reach the most customers and this can prove to be costly for a new business with a limited budget.


 * Online Advertising Critique **


 * Coca-cola's Arctic Home Campaign**

Click below to see Coca-cola's online Arctic Home campaign: []

Coca-cola's Arctic Home campaign features an online, interactive online site where those who donated to Arctic Home can enter a virtual Arctic environment and be able to track polar bear sightings (Yeomans, 2011). I came across the online advertisement in google after researching about the white Coca-cola cans back in 2011. Coca-cola temporarily turned its red coke cans white in support of their Arctic Home campaign in 2011 (Yeomans, 2011). Coca-Cola worked together with WWF for the Arctic Home campaign to raise funds for better sustainability and preservation of the polar bear habitat in the Arctic (Yeomans, 2011). The target audience for this campaign would be especially environmentalists and those who believe in wildlife preservation, such as the people who support WWF. Coca-cola is advancing sales of their white pop cans through their online advertisement clip to bring attention to their cause and essentially, reminding consumers the proceeds help a good environmental cause. Coke is cleverly pairing its brand with an environmental group WWF to increase its sales; the Cone consumer behavior study reports that cause-related marketing drastically boosts sales, as much as a staggering 74 percent (2008 Cone/Duke University Behavioral Cause Study). The online advertising in this campaign has been successful in conveying the Arctic Home cause about sustainability by effectively using their interactive website to reach users. According to the Cone study, a staggering 80% believe the specific nonprofit associated with the campaign matters (in this case, WWF and Coke) and 77% of consumers were concerned about environmental issue as one of the priority issues for society (2008 Cone/Duke University Behavioral Cause Study) This emphasizes how the Coca-cola's technique of integrating with WWF for the Arctic Home cause was a planned, intelligent move.

Who is their target audience? What are they trying to advance? When did you see this campaign, and where? What techniques did they use? Do you believe they were effective? Why/why not? Post this on your personal wiki


 * Corona Light's campaign to be "The Most Liked Light Beer in America."**

Click below to see the ad campaign: []

Corona Light's campaign was to become "The Most Liked Light Beer in America" on Facebook. The campaign included appealing incentives such as winning a trip to Mexico, other vacation packages and free gifts on their Facebook page. The campaign's main goal is to gain more 'likes' on their Facebook page. They used promotional techniques; users who had fanned the page got the opportunity to see their pictures up on New York's Time Square- this led to numerous vans successfully engaging and interacting on their Facebook page (Bullas). The reason for gaining more fans includes the advantage of marketing to millions of users at once through simple and easy status updates that keep the brand close to the consumers' minds (Bullas). The target audience includes consumers of Corona Light, though anyone may like the page for the great promotional offers like a chance to win a free trip to Mexico amongst other prizes. I came across the official Corona Light's page by seeing 'suggested pages' on my Facebook profile as some of my friends also 'liked' the page. I do believe the marketing was effect, judging by their current count of 318,640 fans on their Facebook page, as well as integrating their online Facebook ad with a billboard in Times Square (Bullas). Fans were able to actively engaged as they took pictures to appear on the billboard- furthermore, the news of Corona Light's campaign also spread about through word-of-mouth about its billboard (Bullas). Corona Light has effectively connected its online campaign with a billboard, generating interest.

References

Bullas, Jeff. "The 10 Best Facebook Campaigns" March 23, 2012..

Yeomans, Matthew. "Are companies on the button with their online sustainability programmes?" February 9, 2012. March 23, 2012. .

Cone Communications. "Cone Releases First Cause Consumer Behavior Study" March 23, 2012. .