School of Communication
Communication Studies: Advertising and Public Relations
Primary Subject Area
Business Administration, Marketing
Target Advertising, Direct Marketing, Communication, Social Media, Advertising Budget
Gaudio, Anna, "Target Advertising Effects on Campaign Success" (2013). Senior Honors Theses. 352.
Nearly every company and organization advertises to increase awareness, reach sales goals, and build brand loyalty. However, due to the pervasive nature of advertising, reaching an audience has become more difficult and less successful. An increasing number of marketers are relying on detailed, targeted advertising to reach the most likely consumer of a particular brand, service or idea.
First, past research and marketing information is analyzed and explained. Next, a study was conducted to determine how marketers utilize targeting methods and practices. Ten advertising professionals were asked open-ended questions regarding budget, direct marketing, technology and social media. The results showed that, while each account will use different methods to varying extents, targeted and direct advertising is vital to a successful campaign. As technology continues to develop and new targeting practices are made available, future research will determine the full extent of using specific strategies and tactics to reach the most promising consumer.