Digital Advertising College project

Your report should be no more than 2500 words (+ or - 10%), excluding

the bibliography and appendix. A penalty of 10% will apply for

assignments outside these limits.


Brief:  You are now tasked with applying the SOSTAC model to create a Digital

Advertising Campaign.  The phases in the SOSTAC model you need to follow are;

Situation Analysis, Objectives, Strategy, Tactics, Actions & Controls.



This is an individual project worth 100% of your overall module mark.

As the Digital Marketing Manager for a company/brand of your choice. You are

tasked with completing the Situation Analysis, Objectives, Strategy, Tactics,

Action and Controls to support the company’s marketing goals for a Digital

Advertising Campaign.

You are required to present your report using the SOSTAC planning framework as


1. Situation Analysis: assesses where a business is presently (where are

you now?). You should include the following:


o A digital-specific SWOT analysis.

o Aspects of the micro-environment (including

customers, competitors and stakeholders).

o A review of the macro-environment.

2. Objectives: The goals for the business (where do you want to be?) Be

specific and include SMART objectives.

3. Strategy: Detail your Segmentation, Targeting & Position approach. Your

strategy should identify details of segments of the market you are aiming

to target. Outline how your strategy will acquire and engage your target

audience(s) and achieve your objectives and advertising goals.

4. Tactics: Create and develop Digital Advertising campaigns appropriate to

your target audiences and objectives.  Please note that you may use a

combination of digital advertising platforms, relevant to your specific

target audiences and your ad campaign goals.  Please structure your

ad campaigns using best practice methods for the appropriate digital

networks such as Facebook, Instagram, Twitter and or Google Advertising

Networks (Search, Display YouTube).

              You are required to name your campaigns and include the following

campaign details;


o What type of Ads are you proposing and why are they


o What are your advertising Goals

o Per ad group, you are required to create 2 ads

including up to 10 Keywords per ad group

o Ad Placement: describe why you have chosen where

your ads should appear.

o Ad Format: Chose the formats for your ads and define

why these are appropriate

o Scheduling: when will your ads appear

o Budget Strategy - Please include details of your


o Please include all sample ads you have created in

the Appendices

5. Action: What do you need to do and when to make the Tactics work?

Which advertising platforms and design tools are you using to create your

adverts. How often, which days of the week and at what time of day will

you adverts run. Please explain how your decisions relate to the objectives

of your digital advertising campaign.

6. Controls: How do you plan, measure and control the strategy? What KPIs

do you propose  to measure the success of your digital advertising

campaign in relation to your advertising goals?  Please indicate how these

key performance indicators relate to each of the tactics above. 


Report Layout

 Documents should be presented in Times New Roman font size 12

 The written report should be of good academic standard. The report

should be no more than 2500 words, excluding the bibliography and


 Please include ads images and graphs in an Appendix where appropriate.

 Penalties in accordance with Marks and Standards will apply to late


 It is essential that you reference all of your work carefully using the

Harvard Referencing Style.

Beceriler: Pazarlama, Digital Marketing, Rapor Yazma

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