Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Creative Corner
Bluefly's marketing team wants to enhance the company's brand name and Internet presence. They have asked you to be an Internet advertising consultant. Access the Bluefly Web site at www.bluefly.com. Once you feel comfortable with the company, prepare the following creative material and information for Bluefly.
1. Bluefly wants to use brand spiraling to increase brand awareness and enhance the brand name. Outline a media plan that you believe will accomplish this objective.
2. The company is interested in placing an advertisement on a social network, such as YouTube or Facebook. Other than Facebook, what other social networks would you advise Which site or sites would you recommend Design the display ad that should be placed on Facebook or another social network site.
3. The company believes a viral marketing campaign would be effective in drawing new visitors to the site. Design a viral marketing campaign.
4. Search engine optimization seems to be an effective tool for driving individuals to the company's site. Which search engine should be used Identify five key words that you believe Bluefly should advertise. Design the display or listing ad that should be used