Marketing Assignment: ROI, ROAS, Ad Copy, and Competitor Analysis

This assignment explores the key differences between Return on Investment (ROI) and Return on Ad Spend (ROAS) in digital advertising, emphasizing their formulas and practical applications. It involves crafting three Google AdWords ad copy examples for Tom Ford Black Orchid perfume, incorporating positive aspects to counter negative perceptions and utilizing different call-to-actions. The assignment also requires identifying and analyzing four competitor perfumes, highlighting their similarities and unique features, followed by an analysis of the new Miss Dior fragrance from the Christian Dior website, including a product description and a comparison of its good and bad points. The solution offers insights into perfume marketing strategies, competitor analysis, and effective ad copy creation.

1.) What is the difference between ROI & ROAS? WHAT IS THE
Please also explain in layman terms ALSO INCLUDE FORMULAS AND STATE THE OBVIOUS
DIFFERENCE THAT ROI TAKES INTO ACCOUNT COSTS ACCOCIATED WITH GENERATING THAT
REVENUE.
ROI and ROAS in digital advertising features the Return on Investment (ROI) and the Return on Ad
Spend (ROAS). The latter is popular with advertisers because its metrics includes the optimization on
a number of words used. Therefore, the tactic used in generating content is important because it
measures the effectiveness of an advert. Its consideration is on returns made by an adverting
venture against the cost of the advert. This means if a company spends $100 and gets 1 million
views, 200 customer engagements by loyal customers and 100 new buyers, then its efforts are
worthwhile. The new customer contributes to sales and profit increase while the loyal customer
feels affiliated to the brand. This is a cheap venture, which involves the brand website and its social
media links, yet its returns are higher than traditional TV and print advertising. This is different from
ROI, which considers the marketing strategies against profits. Below are formulas for the two.
ROAS=Revenue from ad campaign/cost of campaign
ROI=Total profits-Costs/ 100
2.) TOM FORD BLACK ORCHID PERFUME:
Write 3 Ad Copy as in the Ad Copy like on Google AdWords: I WILL INCUDE A TEMPLATE
AD COPY STRUCTURE: Headline 1 30 characters
Headline 2 30 characters
Description: 80 characters
You can just put the URL as the tom ford black orchid one:
http://www.tomford.com/black-orchid/T0-BLACK-ORCHID.html
YOU CAN KEY IN THE 3 AD COPY IN THE TEMPLATE THAT I have attached in an excel file. It
has the formulas to track the amount of characters you use.
TRY TO INCORPORATE THESE POINTS MEANING IN YOUR 3 AD COPY, TRY TO TURN THE
NEGATIVES (5 BAD THINGS) INTO POSITIVES. AND USE 3 DIFFERENT CALL TO ACTIONS IN YOUR AD
COPY. I WILL SEND YOU A TEMPELATE FOR THIS.
Tom Ford Black Orchid:
5 Good Things

1.) Very long lasting & can use it sparingly save money
2.) Modern stylish timeless & exotic scent/ bold& different. opulent
3.) Unique and standout perfume- elements of the perfume blend nicely together.
4.) Scent Leaves a trail/ tends to linger.
5.) Very elegant packaging & bottle.
5 Bad Things
1.) Heavy scent (Overbearingly sweet). (Nauseating)
2.) Not Very Versatile- more for evening use and colder weather.
3.) Not considered very feminine/ more of a unisex fragrance.
4.) Scent is not for everyone geared toward matured women.
5.) Very expensive @ $120 for 50ml.
3.) WHO IS TOM FOR BLACK ORCHID COMPETITOR PERFUME, PICK 4 PRODUCTS. HAVE AT
LEAST 8 SIMILARITIES WITH THE BLACK ORHID PERFUME.
Tom for Black Orchid is among the leading UK perfumes. It has an attractive sensual smell that
comes out as spicy and modern. Its competitor brands include international designer’s varieties with
mixed fruit and spicy elements from top rated brand names. Its competitors are Giorgio & Armani, Jo
Malone, Guerlain, and Voya des Hermes. Its similarities with Tom for Black Orchid include:
1. These competitor brands represent exotic perfumes ( e.g. Jo Malone, Guerlain)
2. The perfumes are stylish in design
3. Each of the designs is a quality symbol ( e.g. Giorgio & Armani has a global
recognition)
4. These are costly brands designed for the value client ( e. g. Jo Malone and Giorgio)
5. The packaging is attractive for all brands ( e. g Hermes and Voyage de Hermes)
6. The scents have a wider target group for both masculine, feminine under unisex
customers
7. These brands strive to gain an edge by being different in scent variants
8. The brands include innovative spicy cents such as a combination of fruits and spices;
vanilla and floral
9. The perfume brands have different price categories for various customer needs
10. These represent popular UK and global brands in the perfume and personal care
industry
4.) FOR THE 4 COMPETITOR PRODUCTS, PICK 2 UNIQUE FEATURES FOR EACH SCENT.
a. Jo Malone Wood Sage
 Outstanding Sandal Wood Scent
 Simple and refined
b. Guerlain Chypre de Paris

 Appeals to unisex buyers
 Simple and refined cologne
c. Voyage de Hermes
 Caters for both men and women tastes
 Great combination of scents
d. Giorgio Armani Eau de Perfume
 Intense masculine and feminine scents
 Global brand respect
5.) GO TO CHRISTIAN DIOR WEBSITE AND CHECK OUT THE NEW MISS DIOR FRAGRANCE
AND https://www.dior.com/beauty/en_int/parfum-beaute/parfum/les-parfums-pour-
femme/miss-dior/fr-missdiorfpl-missdior.html
1.) GET THE UNIQUENESS OF THE PRODUCT
2.) WHAT IS THE PRODUCT? IE DECRIBE THE PERFUME
The new Miss Dior Eau de Perfume reveals the femininity of a sensual floral. Its heart is a
floral declaration that combines the beauty of Grasse rose with the boldness of Damascus
rose, both wrapped in a ribbon of fresh notes of Calabrian bergamot. This handcrafted
creation is woven with rosewood from French Guiana and pink pepper from Reunion Island
for heightened character. A Miss Dior that will leave you love-struck.
PERFUMER'S WORD
I refined its florality to render it carnal and suggestive. It had to burst like that
feeling of falling head over heels. A declaration of love to love!
François Demachy, Dior
THIS IS FROM THE CHRISTIAN DIOR MISS DIOR SITE: SO MAYBE YOU CAN SUM UP WHAT THE
PRODUCT IS
The new Miss Dior Eau de Perfume is a bold fresh fragrance in an attractive feminine bottle. The
uniqueness of this product is its focus on the feminine customer. Although it has affiliation to
masculine products, its attachment to women is evident in its campaigns. Associated with the
woman, it appeals to the young and mature woman. Nurtured over a long period, it brings out the
bloom of love. It includes the new and original perfume and new arrivals.
THEN YOU NEED TO READ THE GOOD POINTS AND BAD POINTS HERE AND SEE IF THEY TALLY WITH
WHAT THE PRODUCT IS DESCRIBING?
CHECK THE GOOD THINGS AND BAD THINGS ABOUT MISS DIOR HERE:

Good Things:
1.) Light Elegant Floral & Fresh Citrusy scent. (Lemon& Pink Pepper & Rose notes).
2.) Versatile Scent. Can be used as an all-day perfume and through all seasons.
3.) Pretty & Feminine bottle.
4.) Different scent to previous variations. Not a flanker and different previous versions.
5.) Can be geared towards younger women 20s and well as mature women (40s-50s).
5 Bad Things:
1.) A very generic floral scent & does not stand out. Synthetic fruit juice & rosewater with sugar.
2.) Packaging of the perfume is similar to previous versions of the perfume. Customers had to
read labels to clearly define the perfume. (Similar Packaging &Similar Pink Liquid.)
3.) Does not have very long staying power. Have to keep on re-applying.
4.) Very Pricy @ $94 dollars/ 50ml for a scent that does not last long/watered down scent and
bottle might finisher quicker.
5.) Not unique no notes that stand out in this perfume. “Sweet Pink Water Perfume”.
The description tallies with product description except in the price description, which is not included.
The new Miss Dior Eau de Perfume pricing may differ in online shops but it stands out in cost as a
costly perfume. The description also highlights the bad things, which is missing in its URL. Its
description of uniqueness does not seem to be different because there are other “sweet pink water
perfumes’ in the market. Customers look out for positive and negative reviews of the product. Its
product description shows a bold and fresh fragrance while the description given highlights a negative
scent that does not stand out.