Publication Date

Spring 4-22-2013


School of Communication


Communication Studies: Advertising and Public Relations

Primary Subject Area

Business Administration, Marketing


Target Advertising, Direct Marketing, Communication, Social Media, Advertising Budget


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.