MODULE 5 | LESSON 1

Advertising on
Facebook

You probably see hundreds of ads each day—most people do. But how
often do you pause to consider who each advertiser is trying to reach
and what they hope that person will do? In this exercise, you’ll do just
that: determine where ads sit in the marketing funnel and what
audience advertisers are trying to reach.
Unit 3 | Execute an Ad Campaign

Take-home assignment
INSTRUCTIONS

Log into your Facebook or Instagram account. If you don’t have one, ask a friend or
family member if you can view theirs for the purposes of this assignment. Complete
the table below for the first five advertisements you see in the feed.

01
Name of business Location of Product or Is the objective Target audience
business service awareness,
advertised consideration
or conversion?

1.

2.

4.

5.
Unit 3 | Execute an Ad Campaign

02 The customer journey

In this exercise, imagine the customer journey for a brand you love.

Brand name:
Choose a consumer-focused brand that you love.

Products and Describe what the brand sells.

services

The target or Describe the target persona for the brand you chose.
persona
Need

Demographics and interests

Motivations
Unit 3 | Execute an Ad Campaign

Customer journey Describe a possible journey for one of this brand’s customers.

Awareness phase Explain how a person may

have become aware of this
brand.

Consideration phase What may have made this

person consider the brand?

Conversion phase What may have made this

person buy the brand’s
products or services?
Unit 3 | Execute an Ad Campaign

Rubric

Meets expectations? (Y/N) Additional

Objective feedback

Student can explain the

customer journey and the role
advertising plays in the
conversion process.

Student can list the decisions

advertisers make in the ad
creation process.