A.5 Channels:

Weibo: For Weibo I want to do the basic News feed Ads. This type of advertising allows us to target specific people based on their location or interest. It’s more direct and effective. Also, I want to cooperate (payment involved) with some well-known bloggers, let them help me to promote my brand to their fans.

YouTube: For YouTube I am going to do in stream ad (video skipping ads). This kind of short video ads will attract a person very fast.

Yelp: I want to do an advertisement on yelp. So that those search for restaurants or check reviews on Yelp will have a chance to see my brand.

Instagram: For Instagram I will do some simple image ads. It displays image to potential customers in a direct way.

Google: For Google I’ll do search ad. Pay for specific keywords so that customers will get a chance to know my brand.

B. Target

Weibo: Ad campaign on Weibo should target on Chinese students who study in the United States. The age of them should be between 16 and 30 years old. The range of advertising should be wide. Major cities such as New York and Los Angeles should definitely be covered as there are a lot of Chinese students in these cities.

YouTube: Ads on YouTube should focus on American people at the age between 20 and 40 who have interest in Chinese cuisine. Most of these people have stable careers and live in cities with higher economic standards. Advertisements should be targeted at people who are interested in or who often eat Chinese food.

Yelp: Ads on Yelp should target on personal interests and preferences. These ads are more regional, normally small scale. The target audience should be people in their 20s and 30s who often use Yelp to search for Chinese food information.

Instagram: Advertisements on Instagram should focus on Asian people and Asian Americans who live in United States. The age of them should be between 18 and 30. They are usually students or people who just graduated from college. Similarly, the coverage of advertisements should be extensive to ensure that they are seen by people in large and medium-sized cities.

Google: Search ads on Google will be more focused. Those who search Chinese food often usually see our ads, and they are our target audience for sure.

C. Keywords

Best Chinese food, Chinese Fried Rice, Best Fried Rice

On the choice of keywords, I think from the perspective of potential customers, I believe they search on the internet for some solutions. They search because they want to know more about what kind of Chinese food is suitable for them. The keywords that I’m going to buy are basically things that potential customers are going to search for.

D. Ad concept

1. The first concept is in stream ad on YouTube. It’s a short video: Bruce lee defeat his enemy with only a few moves. The enemy fell to the ground looking painful. Bruce lee approached him and asked, “I’ll spare you, only if you tell me what the best Chinese food around this neighbor is.” The enemy replied: “It’s Fried Rice! Kung Fu Rice!”
2. The second concept is an image display on Instagram. This should be a drawing. The drawing is about a lot of people chasing after each other for a box of Fried rice. Above the drawing there should be our tagline: “Fight for your taste-Kung Fu Rice
3. The third concept is a straight-forward News feed Ad on Weibo. The ad is more like a post, it contains 9 images of Kung Fu Rice (consider Brand Look). And the text should be direct, telling people we have the best authentic Fried rice. And the link to the main website should be given below the text message.

E. Budget

Weibo: Weibo’s News feed Ad charge advertisers based on CPM. The average charge for a thousand people is 5 RMB. The cost of opening an advertising account needs 600 RMB, and a single ad cost around 6000 RMB. If I’m going to find well-known bloggers to promote my brand, the flat fee per one blogger is usually 5000 RMB. Let’s assume that within a year, 500,000 people view my ads, and I find 8 bloggers to help me with brand promotion. It will cost me around 270,000 RMB, which is about 40,000 dollars. So, my budget for Weibo ads should set around 45,000 USD a year as an early established brand.

YouTube: YouTube’s in stream ads charge advertisers by CPV. Which means that it starts charging after a user view the ad more than 30 seconds, or when a user clicks the ad video. This is a good thing for advertisers, although few people really have the patience to watch a youtube AD for more than 30 seconds. However, our brand will be known by them even they just watch it for 10 seconds. Also, I have to consider the cost for producing this short video, which should be around 7000 USD. So, for YouTube ads, I’ll set my budget around 12,000 to 14,000 dollars.

Yelp: Yelp charges advertisers based on CPC, the cost should be around 0.5$ per clicks. It’s really cheap and effective. Let’s assume that 100,000 people click the ad within a year, It will cost me 50,000 USD. So, I’m going to set the budget about 55,000 dollars.

Instagram: Instagram charges based on CPC as well. The average Instagram ads CPC is around $0.50 – $1.00. Let’s assume that within a year, 10,0000 click the ad. It will cost me about 50,000 USD. So, I’m going to set my budget around 60,000 dollars.

Google: The average cost per click in Google Ads is between $1 and $2 on the search network. I’m going to purchase 3 keywords. Let’s assume I get 100,000 clicks per key words a year. It will cost me around 30,0000 a year. So, I’m going to set the budget to 30,0000 a year.

Total: In total, the entire budget for all of my ads within a year should be around 500,000 as a new brand.

E. Goals to achieve

The general direction of course is to build brand image and enhance brand awareness. To be more specific, I want to target specific groups of people through paid advertising, find potential customers in these specific groups, and let them get to know and spend money on brand’s product. Also, if an ad is creative and goes viral, it will be much better.