User:TheGreatest5700/sandbox

Disadvantages
Small companies spend lots of money on target marketing. They often conduct primary research to determine who buys their products, especially when servicing regional or national markets. Those who sell to multiple markets cannot identify their target audiences by simply doing a few hundred in-person surveys. Most small companies pinpoint target customers by conducting primary marketing research. The marketing research manager may hire a research agency to conduct phone surveys, which can cost tens of thousands of dollars.

Behavioral Targeting
Behavioral Targeting (also known as online behavioral advertising) is a method that allows advertisers and publishers to display relevant ads and marketing messages to users based on their web-browsing behavior. Broadly speaking, this form of targeting typically relies on data connected to a user’s behavior, such as:


 * Pages viewed
 * Previous search terms
 * Amount of time spent on a website
 * Ads, content, and buttons clicked
 * Last date of website visitors.
 * Other information about their interactions with the website.

Controversies
Have you ever seen an advert that has left you scratching your head? Well, you’re not the only one. Advertising can often be very hit or miss depending on the target audience and the marketing team in charge. Sometimes marketing departments can hit the nail on the head and deliver an incredible marketing campaign to impress their client and boost sales. Other times, marketing departments can get it completely wrong and produce terrible adverts that cause a lot of controversies, often resulting in a boycott and loss of sales. Over the decades, there have been multiple examples of companies delivering terrible campaigns that have been talked about for all the wrong reasons. These whoopsies can affect any company no matter how big or small and have lasting impressions. To give you an idea of terrible ad campaigns that have caused a lot of controversies, we’re taking a look at some of the most memorable commercials and ads from recent memory. In no particular order, here are the topmost controversial ads from the past decade, including some controversial ads that worked!

Pepsi – Live For Now

The Ad: Pepsi is known for its high budget ads which usually feature famous faces such as Lionel Messi, Beyonce, Pink, Michael Jackson, and Beckham to name a few. This ad was no different and featured celebrity fashion icon, Kendall Jenner. Released in 2017, the ad (which you can watch above) shows Kendall joining a protest outside after removing her black wig and makeup. She then proceeds to give a can of Pepsi to a police officer during a stand-off who then smiles and the crowd cheers. Kendall Jenner has saved the day, all thanks to Pepsi!

The Problem: During the time the advertisement was released, there were many protests and riots taking place in America over the #BlackLivesMatter campaign. The ad took a lot of “inspiration” from these protests and fundamentally undermined the whole point of the protests. In addition to this, the ad also received a lot of criticism for how Pepsi was responsible for “saving the day”. Within 24 hours of releasing the ad, Pepsi faced a lot of criticism from online users over the ad and had to release an official statement while also pulling the ad.

Nike – Colin Kaepernick

The Ad: Nike is undoubtedly one of the biggest companies when it comes to sportswear and sports brands. Known for its sports footwear, clothes and accessories, Nike regularly invests in multi-million-dollar ad campaigns featuring the likes of famous sports athletes. In 2018 Nike launched an advert featuring the American quarterback Colin Kaepernick who at the time was known for protesting over the American national anthem during football games. The ad was plastered on billboards all over America with the tag line “Believe in something. Even if it means sacrificing everything”. The line is a nod to Kaepernick’s previous actions of not standing for the national anthem in protest over the treatment of ethnic minorities.

The Problem: After Kaepernick refused to stand for the national anthem, many viewers became angry at him and viewed him as anti-American. The fact that Nike was using him in their ads made many people believe Nike was also anti-American. This sparked a lot of controversies online with many social media users destroying their Nike products while posting the hashtag #JustBurnIt. However, despite the online backlash over the campaign and casting of Kaepernick, Nike reportedly made over $6 billion in sales and saw online sales grow by 31%. Now you’ve seen the most controversial ads be sure to check out the best guerrilla marketing campaign examples that will make you rethink your current marketing campaigns.



Targeted advertising