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University Marketing and Communications

Stories by University Marketing and Communications


Aiming at you: Advertisers hit the mark with targeted messages

PepsiCo's decision to launch an online cause-related marketing program rather than advertise during the Super Bowl has generated tremendous interest. The program centers around Pepsi's pledge to donate millions of dollars to social causes voted on by Pepsi "fans." Social networking appears to be providing a more cost-effective way to reach a larger audience with greater long-term impact than television. But is it a trend that's here to stay?

Categories: Research & Discovery