Websites Analysis

Based on the information gathered using MyMetrix it is suggested that BIZRATE.COM, REDFLAGDEALS.COM and FLYERLAND.CA are the three English language websites in Canada for retail comparison shopping. This would benefit KRAFTCANADA because they are targeted towards similar target market. Also KRAFTCANADA's target would be attracted towards their advertisements because they want to shop for a good deal.

Amongst the suggested websites, FLYERLAND.CA has the highest composition unique visitors of 27.2% and the reach of 7.8%. BIZRATE.COM holds the second highest composition of unique visitors, i.e. 21.5% and the reach of 7.7%. REDFLAGDEALS.CA has the highest reach of 8.5% and the composition unique visitors of 21.1%.

The ad type used in our campaign for Kraft Canada is In-Unit ads.

Bizrate.com is a retail comparison shopping website with a high reach percentage and a respectable average frequency. Our target audience consists of females aged from 35-54 years. It is very likely that these women visit websites like bizrate.com to compare products so that they can choose the best one for their family. Bizrate.com would especially be beneficial for Kraft because the target audience visits this site for a very specific purpose and hence even a glance at Kraft's ad would stay in their mind for a long time. Just 228,000 impressions have been allocated with Bizrate.com because it has relatively low percentage reach and average frequency.

Redflagdeals.com is primarily a website that women use to find deals and discounts on the products they already use. Hence, women that see Kraft Canada's ad, even if they are finding deals for some other brand, they are very likely to click on the ad or find out about Kraft's deals on redflagdeals.com itself. Also, since they are loyal purchasers of a similar product, the conversion rate of ad clicks into actual sales is very high. Also since these consumers are price