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Media Advertising: Posting an Ad on Facebook
Social media advertising provides a great platform for enhancing a brand message's reach and influencing prospects at the buying cycle's middle-of-the-funnel or evaluation stage. Facebook presents a unique marketing plan for advertisers; one that entirely focuses on middle-of-the-funnel offers as a way of influencing buyer decisions. This is quite logical since it is at the evaluation stage that a buyer i) clarifies exactly what they need, and then embarks on the search for a satisfying provider, and ii) is most likely to share information through their established network though a 'like' (Social Media Today, 2013).
In order to take advantage of this aspect, Sushi Fashions, a dealer in ladies wear, handbags and accessories intends to put up an ad regarding its Super Bowl sale, in which buyers could get up to 50% off on the conventional prices - over the entire product range. Having used Facebook as an advertising platform several times in the past, Sushi Fashions has an established business page by the name 'Sushi Fashions,' whose fan base currently stands at 289.
Part Two
Facebook would require an advertiser to have an active Facebook account, a valid email address, and a business fan page (Catholic Democrats, 2008). Sushi Fashions already has these, and the step-by-step process below will be used to deploy the ad.
Step 1: Click on the advertising link at the bottom of the Sushi Fashion fan page, and select 'create Facebook ad' (Catholic Democrats, 2008).
Step 2: Ad creation
Screen 1: Key in "the web link associated with the ad," which will lead viewers first to the Sushi Fashions website, and then...
The headline for this ad reads 'Super bowl sale'; and the body 'Get up to 50% off on ladies shoes, handbags and accessories this Super bowl'.
From the drop-down menu labeled 'photo', choose the 'upload photo' option, select the 'browse' button and then the file in which the ad's preferable image, as downloaded to the computer from the Sushi Fashion web site, appears. Otherwise, select the 'downloads' tab, and then download the image directly from the Sushi Fashion website (Catholic Democrats, 2008).
Uncheck the social actions box.
Screen 3: reach the exact audience for which the audience is meant by choosing the audience's age, gender, location, and the ad's keywords (Catholic Democrats, 2008). The details for this ad are as follows:
Location: the U.S. (from the drop-down list)
Sex: uncheck both boxes, to enable the ad reach both genders
Age: Any to Any
Selection of keywords determines the number of people the ad is targeted to reach (Catholic Democrats, 2008).
I want to reach people who value style, are passionate about fashion, value class, live for comfort, and know just where to get the best value for their money.
Screen 4: Name the campaign; 'cheap yet classy' in this case, and then choose the preferable payment option (Catholic Democrats, 2008). The 'pay for clicks' option best suits this ad; choose this option and then input figures for the ad's daily budget (for this ad, retain the $25.00 and the $0.98 for max…
References
Catholic Democrats. (2008). Step-by-Step Instruction to Place a Facebook Ad. Catholic Democrats. Retrieved from http://catholicdemocrats.org/contribute/Facebook%20Instructions.pdf
Social Media Today. (2013). Enhance your MOFU: 10 Ways to Advertise on Social Media. Social Media Today Community. Retrieved from http://socialmediatoday.com/seanroyer/1444696/enhance-your-mofu-10-ways-advertise-social-media>
VanHoose, D. (2011). E-Commerce Economics (2nd ed.). New York: Taylor & Francis.
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