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
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
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
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.
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.
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