RARC Report: Advertising Effectiveness and Age

Reaching the right consumers is an ongoing struggle for businesses, both large and small. Companies need to understand their target audiences and find effective ways to communicate with them. Customizing advertising efforts to specific consumers, including using demographic variables such as age, is a long-standing component of marketing strategies. But with the ascendance of digital media, companies need to understand if and how their new and traditional advertising efforts resonate with younger, digitally native consumers.

Publication: 
RARC Report
Author: 
Office of Inspector General
Document Type: 
Research
Paywall: 
Free

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