Design, implementation and evaluation of the effectiveness of an Internet advertising campaign : A case study of Garage Countdown

This study was commissioned by Sorvi Team Oy, Limited Kotka. The objective of the research was to design an Internet marketing campaign using various Internet advertising tools for its Garage Countdown competition, to assess whether the campaign was successful and to suggest further methods to increase the brand awareness of Garage Countdown. \n \nThe research consists of analysis of advertising tools used by Garage Countdown prior to the campaign, the literature review of Internet advertising tools available, design of marketing plan dependent on those tools and their implementation. The empirical analysis of the study consists of evaluation of success or failure of the marketing campaign based on metrics or key performance indicators derived from the literature review. It also consists of categorization of the various tools utilized in terms of their ability to drive traffic towards the website, the ability to target service users and their speed of delivery. \n \nThe conclusions indicate that the marketing campaign was successful in attracting traffic to the website but failed to attract targeted service users or to build any kind of enduring relationships with them. The primary recommendation of the study was therefore to use those tools that have the potential to attract targeted service users. The study ends with suggestions for topics for further study where research gap was existed during the literature review and empirical analysis.