Awareness vs. Engagement: Understanding the goal of your digital campaigns

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PART 1

You subscribed to the following newsletters:

  • Axios AM – https://www.axios.com/signup/am-pm
  • Politico Playbook – https://www.politico.com/playbook
  • Punchbowl News – https://punchbowl.news/

Now that you’ve examined newsletters from these various organizations, use the questions below to assist with your review:

  1. Have you seen any advertisers sponsoring more than one of the newsletters? If so, who? 
  2. Have you seen any advertisers sponsoring a newsletter multiple days in a row? If so, who? 
  3. Choose an advertiser that you have seen sponsor a newsletter more than once and give an analysis of their ad placement. Analysis should include:

     – Who the advertiser is

     – A description of their copy and creative

     – A description of the landing page associated with the ad

     – Why you believe this advertiser is buying this placement

     – Whether or not you believe the advertisement is effective and why?

PART 2

Use Microsoft Word for this assignment. Choose one of the Youtube channels below, and review the content on the channel. 

American Petroleum Institute

https://www.youtube.com/c/TheAmericanPetroleumInstitute

or

Human Rights Watch

https://www.youtube.com/c/HumanRightsWatchOfficial 

Choose one video, from your chosen channel, that you found to be very effective. Copy and paste the link of that video on your Word Doc. Label that link as effective. Next, choose another video, from your chosen channel, that you found to be ineffective. Copy and paste the link of that video on your Word Doc. Label that link as ineffective. Below those links, in a paragraph or two, describe why you believe one is effective and the other not. 

PART 3

Watch the video below entitled America’s Restaurants- Industry of Opportunity as if you were the digital director of the National Restaurant Association and it was your responsibility to market that video. 

YouTube URL: http://www.youtube.com/watch?v=PF0gb3eny70

You have just watched  America’s Restaurants – Industry of Opportunity. Now, use Microsoft Word and write a one-page memo as if you were the digital director of the National Restaurant Association and it was your responsibility to market that video. This plan should include a strategy and tactics for driving views of the full video as well as a plan for using segments of the video to drive additional digital engagement.