Research target as a tool of marketing communications
Authors:   Ivan Franko National University of Lviv, Horodnіak Iryna , Khomits Liliia-Olha ,   Ivan Franko National University of Lviv
Published: June 2022

The aim of the article. The aim of the article is to analyze the basic theoretical and methodological principles and practical principles of targeted advertising as a tool of marketing communications. Analyses results. In order to ensure stable economic development and efficient functioning of your activity in the modern market conditions of enterprises, it is necessary to form a mechanism of enterprise management with the use of marketing. The most common and most developed tool of marketing communications is advertising. But the shortcomings of advertising, such as difficulties in determining the effectiveness and delayed feedback from the recipient of the advertising message is solved by targeted advertising. The main difference between targeted advertising and other types of advertising is the use of targeting to find the desired target audience, which allows you to effectively use the budget and track the effectiveness of the investment in advertising. The article presents targeted advertising and the main advantages and disadvantages of targeted advertising in general. The implementation of marketing communications using the tool of targeted advertising is impossible without specialized platforms. Platform algorithms search for the target audience with which marketing communications will be made. It is like a large customer base, and you need a specialized machine search to find its potential customers. The analysis of Facebook's performance indicators (Meta Platforms) and its tools for marketing communications targeted advertising explains the popularity of the corporation's taxes and its advertising platforms. This is due to not only the large user base and the ability to carry out targeted advertising on not only social networks, but also many functional tools for working on targeted advertising and their convenient functionality. To find the right target audience with Facebook Ads Manager, you need to choose the target of your targeted advertising campaign, which is optimized for the right marketing communications. The platform presents three categories of goals, depending on the direction of advertising: image, review or sales. The scientific novelty of the study is the systematization of all types of targeted advertising, analysis of the Facebook Ads Manager platform for targeted advertising. The proper use of a set of tools for situational analysis and recommendations for improving the effectiveness of targeted advertising in marketing communications, taking into account the advertising structure of a specialized platform Facebook Ads Manager, are proposed. Conclusions and directions for further research. Marketing communications have a direct impact on the efficiency of the enterprise. Targeted advertising, based on the targeting and the use of specialized, high-performance platforms, minimizes the inefficient use of investment in advertising and marketing communications due to the possibility of mass communication with the target audience. Further research into targeted advertising as a marketing communications tool consists of in-depth analysis of all types of targeted advertising, detailed research of a specialized online platform for targeted advertising Facebook Ads Manager and monitoring of change. The analysis of each of the goals of targeted advertising and the formula for ranking ads in the type of purchase «Auction» on the platform Facebook Ads Manager. The optimization mechanism of a targeted advertising campaign and its scaling on the Facebook Ads Manager platform are described. The peculiarities of the use of targeted marketing communications on B2B in B2C markets are analyzed and recommendations for improving the effectiveness of targeted advertising in them are provided.