As an Advertising Assistant at Simon & Schuster, Kate Peppiatt primarily works on executing paid advertising campaigns across both traditional and digital media. The team functions as an in-house advertising agency, working with the marketing team to determine where and how advertising budgets should be spent. The team coordinates general and title-specific campaigns from start to finish, considering important aspects such as market trends, sales goals, author platform, seasonal opportunities, and budget. Then, they set up the campaigns on various platforms such as Meta or Amazon. Ad performance is monitored throughout the duration of a campaign to see if any changes need to be made to optimize performance. The final step is to report campaign data and results to the marketing team to evaluate level of success and use the data for future advertising decisions.
Peppiatt emphasizes that the most important consideration when planning book advertising campaigns is to know the target audience and where these readers are most likely to interact with the paid ad spend.