Assignment 2: Online Media Proposal
Goal(s) of the campaign:
• Penetrate the intended reach through advertising in Entrepreneur.
com newsletters.
• Overcome geographical parameters that existed with previous - non-web based - MoMA campaigns.
•...
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Assignment 2: Online Media Proposal
Goal(s) of the campaign:
• Penetrate the intended reach through advertising in Entrepreneur.
com newsletters.
• Overcome geographical parameters that existed with previous - non-web based - MoMA campaigns.
• Inform American, young-professional, men and woman that the MoMA shop – online is THE site for modern gifts and décor.
• Excite ad viewers to see what they’ve been missing from the MoMA shop online.
• Persuade viewers to click and browse everything the shop has to offer.
• Increase site-conversion rates by 15%.
Types of creative:
• 2x3” Web-banner ad flash-based with roll-overs and links,
• Anchor position ad ( 120x240-pixels) with linked roll-overs,
• 300x200-pixels with animated GIF or static image designed for user-initiated viewing.
Distribution outlets:
• TheOnion.
com
• Entrepreneur.
com
• Vibrant In-Text Ads (across 3,000+ websites).
Chosen because young professionals do most of their reading online.
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