Section A

Answer all questions in this section.

For the GBA, you have already designed a small digital eco-system comprising a website as well as a YouTube video channel for a particular company. For the final assessment, expand this by including a Facebook page and recommend your advertising strategy.

Question 1

a) Construct a Facebook page for this company. Critique how the visual design of this Facebook page complements your website and appeals to your targeted consumer segments. Use screen shots to support your answers.

b) Design one product-related post on this Facebook page and assess how the tone and voice match the persona of your targeted consumer segment* and how the tone and voice complement the company’s brand personality. Use screenshots to support your answers.

Question 2

a) Suppose that your product post in Q1b) received numerous engagements from your targeted audience. Create an advertisement by boosting your post** to your targeted consumer segment*** who are at the top of the sales funnel.

– Use screen shots to explain how you will target those at the top of the sales funnel.

– What are your objectives?

– Justify why you focus on the targeting variables for boosting your post.

b) Design and pose an advertisement aimed at your targeted consumer segment*** who are at the bottom of the sales funnel.

– Use screen shots to explain how you will target those at the bottom of the sales funnel.

– Justify why you focus on the targeting variables for posting your ad.

– Why is your approach different when you targeted those at the top of the sales funnel?

A post that is boosted is considered sponsored content which is similar to an ad. Make sure that the targeted consumer segment for Q2 is the same as the one you discussed in Q1.

c) Appraise and justify how you will be spending your advertising budget between the two advertising situations where you target those at the top versus the bottom of the sales funnel.