Consider you are working in the PR team of TAX department,

Ministry of Finance, Government of India. You have been

allotted a task of raising awareness among the tax payers
about the New Tax Regime. Design a facebook campaign for
this purpose. Include aspects such as advert types, targeting
and other related tools.
Group members-

Devasish Panda-87

Abhisek Garadia-93

Atif Shahid-89

Abin Baby-86

Prasanna Patnaik-96
OBJECTIVES
• Reach: - It’s a Government of India’s Ministry of Finance Advertisement; therefore the
advertisement’s goal is to reach all the people of Indian citizenship within the geo-political area
of India.

• Awareness: - The main goal is to create awareness among the taxpayers of the new change in
the tax regime.

For creating awareness for taxpayers we can use tools like AB test or campaign budget
optimization.

AB Test: - AB testing can the help the advertisers to develop an effective advertisement which
can be better than the previous similar advertisements. By creating a variation in the new
advertisement from the previous ones, the advertisers observe the behavioural changes in the
minds of the taxpayers. Then on the basis of testing and observing the behaviours of the test
sample, advertisers create the most effective advertisement which would attract and generate
awareness among the taxpayers.

Campaign budget optimization: - It’s a feature mostly used in social media advertisements,
mainly facebook and other platforms in its circle (such as Instagram). CBO optimises your
advertisement budget for you by allocating and redistributing the budget to the best performing
group of users. Therefore, all you need to do is tell facebook your overall budget for the
advertisement campaign instead of assigning budget for each ad set by your own and then
facebook will determine the right budget on the right ad set using their algorithm tools. In this
way, facebook will tell you where you should put your budget more for your advertisements to
reach the targeted audience. CBO helps in more effectiveness of the advertisement campaign as
this system enables more return and decreases unnecessary costs.
AUDIENCE
 a) Location: Whole Geographical India

 b) Age:18-70+

 c) Gender: All genders

 d) Demography: All taxpayers

 e) Connection: Anyone who is connected to the internet and is using facebook or its
applications will be targeted.

Estimated Daily Result: - 90000-50000 reach

Audience Size: - extremely broad

PLACEMENT

To reach more people in the daily estimate and to increase more awareness in a short period, the
ad is to be placed in Automatic placements of facebook, which is one of its tools for
advertisement. This tool enables you to get the desired target users quickly among a vast set of
users and will get you the best results available from across all default placements. Automatic
placements are typically the most efficient use of the budget and help to control costs. It is
recommended for most advertisers. Another benefit of automatic placements is that if person
decides to duplicate a campaign, any new placements will automatically become available for
duplicate ad.
BUDGET AND SCHEDULE
 Optimization for ad delivery: - Ad recall lift
 Cost Control: - Facebook will aim to redistribute and reallocate the budget to users
seeing the advertisement most using the ad recall lift tool; along with the Campaign
budget optimization tool, also helping in cost control.
 Budget and Schedule:
• Daily Expenses- 200 Rs
• If ad runs 30 days budget won’t extend from 6000 Rs

IDENTITY
Post the ad on the existing Facebook page (Income tax department, Government of India).

FORMAT
The structure of ad can be in the form of image and texts, a display ad. After the
advertisement has been created, Facebook can provide instant experience feedback which
can help the advertisers to redesign the display ad if needed.

TEXT AND LINKS

 Primary Text: - Advantages associated with new tax regime
 Languages: - The advertisement would be automatically translated to all the official
languages of India to reach all the people in different regions of the country.

Media Type: Social Media Marketing

Facebook image advertisement