BMW in South Africa
BMW seemed to benefit from tying in the print ads and the online ads. Both were part of the same campaign, something that allowed the company to create a common theme. When the target market was exposed to BMW ads, there would more likely be recall of the campaign. It takes a certain number of exposures for an advertisement to resonate with the audience, and so the use of online/offline for the same campaign increased the number of exposures to the brand, the campaign and the essential message of the campaign. The use of multichannel advertising is common for campaigns, and in this case was deemed essential for reaching the target market for a BMW in South Africa.
The target market for the campaign is young -- in their 20s and maybe 30s. The market is clearly white -- there are no black models in the ad presented, though maybe there are in other campaigns. The campaign appears to be targeted at an urban audience as well, which generally means Gauteng, Cape Town and Durban. The target market likely has a good education and has travelled, but also likely comes from a wealthy background -- most people that age cannot afford a BMW, unless their parents have given them a good head start financially. Thus, the target market is a relatively small number of people in their 20s and 30s, rich, urban, educated and white.
3. The success of the campaign can be measured in a couple of ways. First, there are basic measures such as page impressions, clickthroughs and those sorts of measures. This is not the sort of product that will be tied into a contest or other such promotion, so that it not going to help measure the effectiveness of the campaign. However, the online ads can, when clicked through, have a prompt where someone can provide a number to receive a text for more information. In addition, because the campaign is integrated, the company can measure its effectiveness in broad terms, such as vehicle sales, test drives, and through an examination of the demographics of buyers -- if the target market has increased in percentage of total buyers, then it is reasonable to conclude that the campaign has enjoyed some success.
Yachting Partners International
1. Technical considerations need to be addressed first, because they are the basis for SEO. Things like metadata are not on the part of the page that the user sees, but in a hidden part of the page. The quality of links is important, and it is necessary to ensure that the links on the page are not dead as well. Little errors like that on the technical side are going to have an impact on quality of the SEO. The technical side of things is what will determine whether or not the SEO is successful, so it is necessary that the company focus on technical issues first.
2. Headers and title tags are among the first things that a bot sees when it visits the page. SEO depends on bots looking at the page, and the keywords that are found in the earliest bits of text, of which the headers and title tags are included. These words, being at the top of the HTML code, are among the first things that the bot sees, and therefore contribute to the way that the site is indexed.
3.Site maps help the bots to deliver more links, and better quality ones. For example, the YPI link in the case does not appear to have a site map helping it out. For other companies, you might see something like sub-pages gleaned from the site map -- Investor Relations, Contact Us, and other such sub-pages. The site map makes it easier for the bot to index the site, so that when the site shows up on the search results, there are a number of sub-pages also visible, giving the end user a direct link to what they want without needless clickthroughs.
Southern Sun
1. A PPC campaign can provide good information to a company, because the advertising provider gathers information that is then transmitted to the ad buyer. This will include demographic information about the users who have clicked on the ads. This can be matched with the content of those ads. In the case, it was learned through the PPC campaign that South African consumers had a high recognition of the Southern Sun brand, but visitors from overseas did not. They instead were apt to click on ads that targeted that audience, such as for "Cape Town hotels." The implications for...
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