Effectiveness of Facebook Advertising.

EXECUTIVE SUMMARY
With the explosive popularity of Facebook as a social media, there has not been much
research that examines Facebook advertising and its implications for businesses. This paper
represents an exploratory effort into this direction and analyses existing Facebook advertising
practices and tools, their benefits, and concerns associated with this type of social media
marketing.
Practical implications are suggested for organizations using Facebook as an advertising tool
and areas for future research are identified. The scope of this report is to analyse the business
benefits of Facebook Advertising and to provide some solutions towards the complex choice
of Social Media channels. Unlike traditional media channels, which offer a one-way
experience, Facebook is based on a two-way interactive experience between the consumer
and the company. In current business environment Facebook advertisements are playing a
significant role to convey a business message to target audience. The study is expected to
offer new information in this particular knowledge area. Facebook advertisement is
undoubtedly the most efficient and cost-effective strategy for businesses today.
First, the report proposes a definition of Facebook Advertising and a presentation of its
relation with the marketing domain. As a result, this section underlines the basic information
related to Facebook Advertising, needed for the detailed analysis of the project. Secondly, the
methodology which will be used through the whole project is determined, while presenting
the research process, highlighting the qualitative method of the research design, and defining
the structure of the project. Then, the report presents the theoretical considerations based on
which the business benefits of Facebook Advertising can be defined. Therefore, brand
exposure, targeted traffic, leads generation, market research, customer interaction, marketing
effectiveness, public relations and human resources are studied in terms of benefits for
businesses implementation
Based on these theoretical considerations and using the responses of the target audience, the
practical analysis of the report is developed to prove that Facebook is a widely used social
medium and Facebook Advertising is an effective tool for all types of business organizations.
In order to strengthen and prove the objectives of the research, case studies of company who
have achieved success by using Facebook as a medium of Advertising have also been
reviewed. Suggestions and recommendations for optimum utilization of advertisements
through Facebook to reach target audience and how to determine its success are also
discussed. Finally, the limitations and risks possibly encountered will be presented, resulting
in final conclusions on the current state of Facebook Advertising and its possible future
evolution
From the theoretical part it is obvious how important role Facebook plays nowadays for
people around the world. Several figures and tables have proved Facebook's dominant
position among the other social networking sites and its dominant position in the India as
well.

TABLE OF CONTENTS
Sr. No. Topic Page
No.
Chapter 1 Introduction
1.1. Introduction to the study
1.1.1 Social Networking
1.1.2 Social Networking Sites
1.1.3 Advertising on Social Networking Sites
1.1.4 Facebook
1.1.5 The Rise of Facebook: Path to World
Domination
1.1.6 Facebook for Advertising
1.1.7 Facebook in India
1.2 Objectives of the study
1.3 Need of the study
1.4 Significance of the study
1.5 Scope of the study
1.6 Research methodology
Chapter 2 Review of Literature
Chapter 3 Introduction to Facebook & Advertising
3.1 Facebook Overview
3.2 Phenomenon
3.3 Facebook 2004- 2017 in Steps
3.4 Facebook Advertising
3.5 Evolution of Facebook Advertising - A Visual History
3.6 Facebook as an Advertising Tool
3.7 Benefits from Facebook Advertising
3.8 Why is Facebook chosen as an advertising and
promotional platform?

3.9 Ways by which companies can judge the success of
Facebook Advertising
3.10 7 Areas of Facebook Advertising
3.11 Types of Facebook Ads
3.12 How to advertise on Facebook: Placing your Ad
3.13 Compare and Contrast Facebook with other popular
social media
3.14 Facebook Statistics in India
3.15 Facebook Tools
Chapter 4 Analysis and Interpretation
4.1 Survey Data Analysis
4.2. SWOT Analysis of Facebook Based on Primary &
Secondary Data
Chapter 5 Findings
5.1. Findings on the Basis of Primary Data
5.2 Findings on the Basis of Secondary Data
5.3 Limitations of Facebook Based on Primary &
Secondary Data
Chapter 6 Suggestions
Chapter 7 Conclusion
Bibliography

CHAPTER I- INTRODUCTION
1.1 INTRODUCTIONTO THE STUDY
1.1.1 SocialNetworking
Social networking is a revolution. The concept does not come from the field of informatics,
but from sociology. A social network is a cluster of individuals, groups or organizations
connected for some reason. Such a network is, for example, a group of friends who share
common interests. These all are social behaviours, which every human person has. Social
networks are different. It affects our personal life first, then our work life. However, the line
between our personal and work life is thinner than ever before. These relationships,
interactions and connections are passing more and more from our real life to the social
networks and vice versa. Online social networks go beyond technique and media. It is one of
the most important socio-cultural phenomena of this decade. They broaden and create new
kinds of ordinary interactions, which enable new kinds relationships with low obligation
Social networking sites allow users to share ideas, digital photos and videos, posts, and to
inform others about online or real-world activities and events with people in their network.
While in-person social networking - such as gathering in a village market to talk about events
- has existed since the earliest development of towns,the web enables people to connect with
others who live in different locations, ranging from across a city to across the world.
Depending on the social media platform, members may be able to contact any other member.
In other cases, members can contact anyone they have a connection to and subsequently
anyone that contact has a connection to and so on. The success of social networking services
can be seen in their dominance in society today, with Facebook having a massive 2.13 billion
active monthly users and an average of 1.4 billion daily active users in 2019.

1.1.2 SocialNetworking Sites
Today, social networking site is a term that everyone knows. Even the most remote areas of
the world have at least heard of Facebook and Twitter, and are probably using them on a
regular basis. Today's digital revolution allows consumers to have access to all types of
information. Thanks to the rapid globalization process and technological innovation of the
last few decades, any kind of communication is easier and faster than ever before. The
Internet is the most commonly used tool for people to gain information. Online social
networking functions as a World Wide Web of people and seems to be the top medium or
tool of the digital revolution Social networking sites have become an integral part of
businesses marketing and advertising strategies.

1.1.3 Advertising on SocialNetworking Sites
A good social network goes above and beyond just allowing users to post profiles and update
pictures. Additional features include music sections, video uploads, groups and more. Top
social networking websites allows members to search for other members in a safe and easy to
use environment. Common search functions include search by name, city, school and email
address. Social network sites are self-explanatory. No doubt social network is a significant
new way of reaching people, but the market is far from being mature. Despite the current
boom of Social networking sites for marketing, this study reveals that effectiveness of
advertising through social networking sites. Social networking sites provides the ideal
platform for direct communication between organizations and customers. In recent days,
internet advertising has taken new forms which have more advantages over the traditional
mediums like print media, television and radio. Advertising is becoming precise, personal,
interesting, interactive and social. Different strategies of communication are followed in
various social networking site like Facebook. they not only create effect over the users but
also make them interact with the marketing statistics created. People get attached to brand
communication in social networking sites than usual banner and pop up ads.

1.1.4 Facebook History
Facebook is the largest social network in the world today but how did it all begin? Mark
Zuckerberg, 23, founded Facebook while studying psychology at Harvard University.
Facebook however, actually started out in theory on October 23, 2003 when Zuckerberg
launched Facemash.com Face mash allowed visitors (basically his Harvard classmates) to
compare two student pictures side-by-side to let them decide who was "hot" and who was
"not". Mark was able to populate the site with student pictures by hacking into Harvard's
database. However, some days later outraged students demanded Zuckerberg to shut down
the site. But one thing was clear, people like to go on the Internet and check out pictures of
their friends. On February 4, 2004. Zuckerberg launched a new website called "The
Facebook." He named the site after the directories that were handed out to university students
to aid them in getting to know one another better. Membership to the website was at first
restricted to Harvard College students. Over time, Zuckerberg enlisted a few of his fellow
students to help grow the website. In 2004, Napster founder and Angel investor Sean Parker
became the company's president. The company changed the site's name from The Facebook
to just Facebook after purchasing the domain name facebook.com in 2005 for $200,000. The
following year, venture capital firm Accel Partners' invested $12.7 million in the company,
which enabled the creation of a version of the network for high school students. Facebook
later expanded to other networks such as employees of companies. In September 2006,
Facebook announced that anyone who was at least 13 years old and had a valid email address
could join. By 2009, it had become the world's most used social networking service. In
August 2009, Facebook acquired the real-time news aggregator site Friend Feed. And then in
April of 2012, Facebook made a huge splash in the market by acquiring Instagram for
approximately $1 billion dollars. As of April 2016, Facebook was the most popular social
networking site in the world, based on the number of active user accounts. Facebook has
more than 2 billion monthly active users as of June 2017.

1.1.5 The Rise of Facebook:Path to World Domination
Facebook, the social media masterpiece all of us, more or less, use for personal or business
reasons. Facebook is considered to gain more or less rule the internet. This social media
monster bringing in clients and prospects to companies, is a great tool for businesses and
freelancer Everything you would like to have in social media featured by one single
company, on a single web page, having a single descriptive word to be assigned yet
dominant. Facebook's stock market launch is $10 billion, 6 times higher than its closest
competitor Google With Facebook likely to be valued at around $100 billion, this would
make it bigger than Disney. Amazon, HP, Cisco System and McDonald's Those five as well,
all founded many years before Zuckerberg was even thinking of applying to Harvard
Between Google, Microsoft, Yahoo and Facebook, Facebook holds a well-deserved first
place in ad revenue. Facebook had by the end of 2011 a projected revenue of 54.2 Billion.
Well, although Apple made that amount in three weeks, it is still impressive for a company
that doesn't sell products, but only advertising space. Different people and companies
invested money in Facebook rise at various stages in its lifetime all of their investments paid
off. Thirteen years after launching and less than five years after hitting 1 billion, Facebook
now has 2 billion monthly active users, Facebook's growth in the last half decade has been
fuelled by the developing world. The company has relentlessly optimized its app for cheap
Android smartphones and low-bandwidth connections. It's added 746 million users in Asia
Despite Facebook's size and age, at 17 percent its user count is growing as fast as or faster
than any year since 2012. And people aren't using it less either. In fact, 66 percent of
Facebook's monthly users return each day now compared to 55 percent when it hit 1 billion
Facebook has largely conquered its competitors, giving it the slack to finally address the
modem sociological challenges that stem from its popularity.

1.1.6 Facebook forAdvertising
The leader of today's social networking world is definitely Facebook, with 2 billion members
worldwide, Facebook is a free service that appeals to both young and old alike by constantly
updating formats and usability. On the other side, all the members are sharing information,
such as gender, age, interests, or hometown, which can be very useful for marketing
purposes. This information helps marketers to target their Facebook advertisements as
accurately as possible, thus making them more efficient. Facebook continues to add new
features and developments on a consistent basis. Since it is free to create an account,
Facebook has to generate its revenue elsewhere, through a venue such as advertising
Companies can utilize Facebook's features to reach their audiences in different ways. There
are a variety of ways to use Facebook, and the different features allow creativity and
experimentation in advertising. For instance, when users log-on, they are taken to a
homepage called a "News Feed" which highlights recent activities from other users.
Advertisers also have the option to create a free fan page, where companies and individuals
can invite users to become a "fan" of a product, service, person, company, brand, etc. The
page is set up similarly to a profile page, with the option to add status updates, photos,
announcements, etc. This helps them to build their reputation by communicating to their
existing and new customers as never before According to Facebook's statistics (2009), over
10 million users become fans of pages on a daily basis, which provides growing possibilities
to reach consumers without any financial risk. Not only traffic to Facebook increasing, but
users are also spending more and more time on the site. Only the companies that constantly
adapt to changing conditions are able to succeed in today's competitive market. All the
above-mentioned facts are obviously well known, especially among companies, and they
have recognized the importance of Facebook and also the new advertising trends that it brings
along. However, there are still some companies who do not pay enough attention to Facebook
and they either underestimate the power it has or do not use it at all. With growing popularity
of Facebook among the internet users, the need of having a Facebook page for your brand
and organization is also increasing.

1.1.7 Facebook in India
India overtakes the USA to become Facebook's country,
The latest figures that Facebook is reporting to advertisers indicate that India has overtaken
the United States to become the platform's largest country audience, As of july 13th 2020,
Facebook is reporting a total "potential audience" of 241 million active users in India,
compared to 240 million in the United States, a million more than it does in the US making
India the country with its largest user base for the first time. The change at the top of the
platform's country rankings comes just a few days after Facebook announced it has more than
two billion monthly users around the world. Facebook has achieved impressive growth in
both countries since the start of 2017 but these new figures suggest that active users in India
are growing more than twice as fast as they are in the United States. Active users in India are
up 27 percent in the past six months alone (150 million), compared to growth of 12 percent
(126 million) in the United States over the same period. India may be home to many of
Facebook's next billion. The country has long been a growing market for the social media
network as more Indians come online. Facebook is the most popular social network
worldwide, with a global usage penetration of 22.9 percent.

1.2 OBJECTIVE OF THE STUDY
1) The aim of the study is to analyse and determine the effectiveness of Facebook as an
advertising tool and how it correlates with the benefits derived.
2) To discover Facebook's successfulness for both business and consumers.
3) To analyse how businesses communicate to their potential consumer using this social
network and influence their behaviour.
4) To explore the potential of Facebook Advertising for businesses and prove that it an easy
source for data collection.
5) To understand perceptions of consumer regarding Facebook Advertising
6) To prove that Facebook is dominated by youth.
7) To prove that Facebook is the most widely used social networking site.
8) To prove that consumers are attracted on large scale on social networking platform which
in return may help to advertise the product better.
9) To study how the businesses gained growth and importance with the help of advertising.
10) To study how Facebook advertising helps to expand the business.

1.3 NEED OF THE STUDY
1) Facebook enables the business to have a competitive advantage in a climate of constant
change.
2) Facebook is too huge for a business of any size to ignore.
3) There is need for new and creative avenues of advertising instead of the conventional
ways.
4) To understand how to judge the success of business through the use of Facebook as an
advertising tool.
5) Companies are spending a sizable portion of their budget on advertising their products and
services, thus understanding effectiveness of Facebook will help them allocate their budget
wisely.
6) Along with advertising Facebook helps us to connect with the world and for consumers on
a timely basis.
7) It helps avoiding communication gap between the supply chain management.
8) Facebook helps the business to grow on a wide scale in long run.

1.4 SIGNIFICANCE OF THE STUDY
Considering the amount of spending on advertising, it is essential to understand what
advertising effectiveness is and how it is measured. Understanding what leads to advertising
effectiveness, however, is far more important, as any waste in spending can be avoided in
advance. The research can be helpful for small companies who want to create awareness
about their brand but aren't able to do so because of increasing advertising cost. Facebook as
a platform is very cost effective and also provides range of services some of which can be
availed for free i.e., no cost while some of them can be availed for minimal charges.
Businesses can target users with Facebook Ads by location, demographics, age, gender,
interests, behaviour, and connections. Thus, usefulness of Facebook for any organization
whether large or small cannot be denied

1.5 SCOPE OF THE STUDY
Just in a few years, it has become a part of promotional mix of the firms to create awareness
in target areas and influence customers’ mind. Because of its popularity, businesses are
placing their ads on Facebook for creating awareness and influencing buying behaviour.
According to statistics, 55 minutes is the average amount of time a typical Facebook user
spends on the site every single day i.e., almost an hour everyday That's a lot of time and
opportunity to grab consumer attention.
There are plenty of different reasons a business needs Facebook. What it boils down to,
though, is that this is a FREE opportunity to reach out to Audience in their preferred
environment, improve SEO rankings and visibility and show off business in a way that
people can relate to,
Future Scope
 In order to further understand how actively Facebook advertising works, more
research should be conducted. It would be beneficial to follow a specific company
who is advertising on Facebook, and see how the company grows or changes as a
result of Facebook exposure.
 A study can be conducted for a specific company using Facebook's Ad Manager and
other metrics to determine whether or not Facebook advertising is effective.
 Researcher can also examine studies regarding effects of visual advertising and
integration of Facebook with traditional marketing methods, consumers' social
networking behaviour to understand how they use Facebook; the segmentation of the
online communities on Facebook, and how can companies measure the return on
investment of Facebook participation
 Further research may also involve an experiment that puts all listed suggestions into
action after establishing a product, service or campaign to promote on a campus or
across multiple campuses.

1.6 RESEARCH METHODOLOGY
1.6.1 Sources of Data Collection
Primary data is sourced through inter-personal interview and survey with the help of
structured questionnaire. The questionnaire's objectivity, quickness, and the ability to gather
information from a large crowd necessitated its choice. The interview was conducted in order
to get company and industry specific insights which were not obtained from the
questionnaire.
1.6.2 ResearchDesign
The Research Design is descriptive in nature. Survey research was used for the study.
1.6.3 Sample Design
A sample size of 100 respondents was selected. The data was collected using the convenient
sampling method. The sample was selected purposefully from the age group of 18-45 years,
as this age group uses Facebook more often than others. The sample included 52 males and
48 females.

In any study, the review of previous studies is considered as important for getting clear
understanding regarding the problem and for the methodology followed to identify the
unexplored part of field of study under consideration, in this regard some of the relevant
studies have been reviewed in the present study.
Katz, in his study highlights that Facebook is considered as the leading social network that
has attracted millions of users across countries. However, the motivations for using Facebook
may differ with each country. His theory provides important insight into why Facebook is so
widely used. As an audience-based theory, uses and gratification hypothesizes that different
consumers use the same media messages for different purposes, depending on their individual
needs the theory is based on the assumption that
1) The audience is active,
2) The media choice lies with the audience member,
3) All mediums compete with other sources of need goal fulfilment,
4) Mass media goals can be found in the message of the source, and
5) Cultural value judgments should be not be taken into consideration as the audience
explores their own opinions.
Katherine Roberts stated the following facts in her research report. By directly applying
assumptions to mass media in terms of the social networking sites (specifically Facebook), a
few customized observations can be made. First, the average Facebook user is active, as he or
she has willingly created an account, and is a member of the site. Next, the user chose
Facebook as a means to fulfil his or her wants and goals over other sources. Essentially, the
Facebook user came to the site for a unique purpose. This can include the need to connect
interpersonally as well as the want to promote a business or product (i.e. advertising). In
order to understand the perspective of a potential consumer, it is essential to study why
Facebook users visit the site in the first place.
Boyd& Ellison, from their findings defined social networking sites as "web-based services
that allow individuals to
1) Construct a public or semi-public profile within a bounded system.
2) Articulate a list of other in-public profile within a bounded system. of other users with
whom they share a connection, and
3) View and traverse the list of connections and those made by others within the system".
4) They found that the greater frequency of instore people used social network services such
as Facebook. The interaction with friends, had positive benefits on respondents' self- esteem
and ultimately their reported life satisfaction and social capital. Usually, researchers equate

life satisfaction and social capital with subjective happiness or personal contentment. de
come, in part, by their social ties. to his research, he highlights that individuals' life
satisfaction and social capital is the four most popular social networking sites of today
Facebook, YouTube and Twitter Each of these webpages can be accessed through a
consumer's tablet, smartphone, and/or Computer.
Yousef, who studied the interest of Facebook users in the advertising messages published via
Facebook while to identify the effect of these messages’ users' purchasing behaviour and how
the Facebook users perceive Facebook as an advertising media, has found that Facebook
users shown very high interest in advertising message via Facebook, as they perceived those
messages are credible. Similarly, he suggested that the use of viral marketing and the word
of-mouth are the key factors to the success of Facebook advertising because the transferred
among members especially message

CHAPTER 3 - INTRODUCTIONTO FACEBOOK& ADVERTISING
3.1. FACEBOOKOVERVIEW
Facebook is a Social Networking Site (SNS), which provides users with a platform to create a
personal profile page, add 'friends', and send messages. Since the company was founded in
2004, it has become the top ranked social networking site. Facebook users have claimed the
site a "necessity, along the lines of oxygen, water, and food" For many people, visiting
Facebook has become an integral part of their daily lives. The site has transformed social
communication in the 21st century. Vast use of Facebook around the globe has made it a new
and important advertising platform, where businesses place their ads to reach their
prospective customers. This is probably because Facebook allows businesses to target
specific customer and promoting their product or services through effective advertisements.
3.2. PHENOMENON
Why Facebook is so different from the other online social networks and what makes it so
special?
Most of the previous social networking sites, like Six Degrees.com or Yahoo! 360, were
either short-lived or just could not offer as much as Facebook, causing users to lose interest.
Facebook has, however, always been different. "Three early decisions and innovations helped
set it apart from the rest: trusted identity combined with clearly defined networks,
exclusiveness, and were providing continuous engagement". The fact that the Facebook
founders has Facebook can be joined by given unique and trusted identity to their project.
Although anyone nowadays, its beginning created an image of an exclusive service. Limited
searching within one's own network, for example helped the school to build a sense of trust,
while users of Myspace were getting message spam and friend requests from unfamiliar
people. The final secret to Facebook's success is its News Feed, which keeps members
updated and engaged. News Feed has become the addiction that keeps people returning to
Facebook. The very first service was just to share pictures with friends, but nowadays we can
chat and make video calls with our friends or tell our life story by using Timeline, Facebook
continues to add new features and developments on a consistent basis. The purpose of
Facebook has shifted, as the continued popularity of added features proves that its users are

looking for more than just casual networking with friends. A few of the currently popular
Platform applications include games, fan pages, and gifts. There are a variety of ways to use
Facebook, and the different features allow creativity and experimentation in advertising
Advertisers also have the option to create a free fan page, where companies and individuals
can invite users to become a "fan" of a product, service, person, company, brand, etc. The
page is set up similarly to a profile page, with the option to add status updates, photos,
announcements, etc. According to Facebook s statistics (2009), over 10 million users become
fans of pages on a daily basis, which provides growing possibilities to reach consumers
without any financial risk. There is also a chance to buy birthday gifts, as Facebook has
expanded its gift shop' to include real gifts alongside virtual ones.
3.3. FACEBOOKADVERTISING
Facebook provides unique opportunities for companies that simply don't exist among the
advantages are increased interaction between the business and custom Where wasted means
for reaching an audience, and a direct way for customers to connect o cv other as well as
potential customers. This allows companies to be directly woven into conversations simply
by appearing on the site. Facebook presents an entirely new way of Scrutinizing a product or
brand. It has not only transformed the research and purchase consideration phase, but it also
provides shoppers with a platform to advocate for the Products and stores they love. For
example, product raves and reviews could appear on a fan n an application. Not only does
interactivity increase, but Facebook also allows for a Complete customization of
advertisements by the ad creators. For the traditional web site advertiser (i.e., using a banner
ad on the side, bottom, or top of a site), Facebook advertisements are relatively easy to
generate, and allow the creator a variety of choices when making an ad. The site lets
advertisers select the exact demographic that sees the ad, which helps them not waste time or
energy on people outside of their chosen market. The advertiser can view the results of who
is clicking their ad, and modify it accordingly. Facebook is the most popular paid content
promotion platform among advertiser: 84% of B2B marketers use it to regularly drive traffic
to their content. Facebook is facilitating the manufacturers and service providers to reach
customers of specific age group and interest. Growing Facebook based advertising is perhaps
an indication that it is becoming an important source of business presentation and the firms
are taking Facebook advertisement as a useful strategy to attract customers. Just in a few
years, it has become a part of promotional mix of the firms to create awareness in target areas
and influence customers mind. Because of its popularity, businesses are placing their ads on
Facebook for creating awareness and influencing buying behaviour.

3.5 FACEBOOKAS AN ADVERTISING TOOL
Facebook data can be compared to a crystal ball to understand customers. User actions on
Facebook appear in the news-feed status, and every single friend is able to see them.
Notifications can be delivered straight to email addresses Facebook communities where users
are members are the most relevant for marketers. Through these communities, marketers are
able to identify consumer tastes and likes, which is essential in helping to create market
segmentation and targeting and positioning strategies. Marketers can gain valuable
information on community members profiles and from the news feed statement that users
post on their walls and page. This information can then be used for developing right ads for
the targeted audience. Popular Facebook tools via which advertising objectiu of creating
awareness and increasing purchasing attention can be achieved are:
1) Facebook Profile: A strong profile of the organization can be established on Facebook with
its vision and mission statement stated and clearly defined.
2) Facebook Groups: The following are the most important aspects that can be use to attract
consumers: the name of the group, the group topic and image of the group.
3) Business/Fan Pages: Fans will receive updates from the company as new information is
posted. The organization can regularly post information on the business/fa page on upcoming
events, articles, games, blogs, podcasts, videos and links.
4)Sharing Events: The organization can advertise its upcoming events on Facebook

5)Social Ads and Polls: Social ads can be placed on Facebook according to the age sex,
location, workplaces and education level of the users. Polls can also be organized Facebook
to obtain valuable feedback from users.
6) Facebook Ads: They can be tailored and sent to individual users.

3.6. BENEFITS FROMFACEBOOKADVERTISING
Facebook allows companies to connect with many more people and much more often than the
companies would be able to approach through phone calls, emails, or meetings. One of the
for organizations is therefore Tower marketing costs in monetary as well as mam bel terms.
With the economic downturn, many companies are trying to find ways to cut persie and thus
Facebook Advertising is the way for them to market their businesses and SPice their costs.
Costs of communication have fallen drastically with Facebook, creating opportunities for
organizations to communicate directly, quickly and consistently with millions of individual
customers. Moreover, the emergence of Facebook as an advertising platform has ushered a
new era of personalized and directed advertising. Facebook advertising has consequently
grown in popularity. The advent of targeting ads, specifically demographics (age, sex,
education, and so on), and tighter restrictions on ad quality has turned Facebook advertising
into a viable traffic builder and advertising option for small and large size businesses.
Because of its sheer number of active users as well as the level of each user's activity on this
social networking website, Facebook is considered an appealing platform for Internet
marketing specialists and online advertisers. From an economic point of View, Facebook
offers a thorough and competitive tariff system, charging advertisers for a per-click or a per-
impression model.
1. Your customers spend most of their time on Facebook
2. Facebook advertising is the most targeted form of advertising
3. Facebook advertising is fast
4. Facebook Advertising is the cheapest form of advertising
5. Facebook advertising increases brand awareness
6. Facebook advertising increases website traffic
7. Facebook advertising increases revenue, sales, and leads
8. Facebook advertising is measurable
9. Facebook advertising increases your customer attribution
10.Facebook advertising can lower your cost per acquisition

Summary on benefits of using FacebookAdvertising by a company for
individual departmental function.
FUNCTIONAL AREA BENEFITS
MARKETING
 Increased brand exposure
 Build awareness
 Brand reputation management
 Increased targeted traffic
 Improved Search Engine
Optimization
 Leads generation
 Reduced marketing costs
CUSTOMER SUPPORT
 Customer interaction > Feedbacks
 Real-time and personalized support
 Improved customer experience
 Increased customer retention and
loyalty
 Reduced support costs
RESEARCH & DEVELOPMENT
 Market insights on target audience
 Competitor monitoring
 New ideas captured from
community
FINANCE
 Cost effective
 Reduce costs in marketing, customer
service and recruitment
PUBLIC RELATIONS
 Communication in real-time
Increased brand exposure
 Increased Brand Exposure
HUMAN RESOURCES
 Business networking
 Facilitated recruitment
 Reduce recruitment costs

3.7. WHY IS FACEBOOKCHOSEN AS AN ADVERTISING &
PROMOTIONALPLATFORM?
With well over 2 billion active Facebook accounts used to communicate with friends or to
extend the network there are many reasons for companies to use Facebook as an advertising
and promotional platform.
I. Easy Networking & Communication Tool
First of all, Facebook is an easy networking and communication tool for everyone. Compared
with other social media platforms, Facebook is more user-friendly communication tool. There
is a function called News Feed' which provides updated information that includes profile
changes, upcoming events, and birthdays, among other updates. Also, there is a function for
Facebook Page which is Facebook Insight. The benefit of using Facebook Insights is free,
regular, detailed updates on the growth of the page. Therefore, business companies can know
detailed analytic about the demographics of their fans and amount of the fans interacting with
the page
2. User Popularity
Due to Facebook being user-friendly, there are many people utilizing it as their
communication tool with their friends. According to a Google release on Web Traffic data on
28 May 2010 "Facebook is the King" when it comes to online visitors despite its criticism
about privacy within the social media sphere. Due to many users of Facebook, there is a huge
opportunity for businesses to market their products and services to their customers and also
attract new customers.
3. Instant Customer Engagement
Facebook can provide instant customer engagement for companies. Businesses can interact
with customers by setting up a Page. Facebook provides a platform to present multi-media
information to their customers such as photos, video, latest updates and events. Therefore,
customers are able to know the details of the products and services straight from the source.
Not only is there instant customer engagement for business companies, but they can also
engage within business partnerships, clients and potential clients. It is because all of the
potential partnerships, clients can know the feedbacks and companies' detail from Page
4. Information Immediacy & Fast Feedback
Traditionally, when a business wanted to get feedback on their products or opinion for
services from customers, they need to run a voting poll or conduct call surveys. Now with
social media, Facebook provides an active line with their customers. Therefore, companies
just need to post a question on their wall or status and it is here where hundreds of people can
respond within minutes. It can be good research for companies and their products and brand
image.

5. Achieve Higher Search Engine Ranking
For all the Pages, they will have their own unique URL. Therefore, when people search on
Google by using key words, for example ABC and Facebook, they can get the Facebook Page
link easily. Therefore, companies can increase their exposure to the public by setting up their
own Facebook Page.
6.Free / Low Price
One of most important reasons why Facebook is helpful is because it is free or low price for
people setting up their business Page on Facebook Pages and Groups are free for everyone to
promote their business, On the other hand, advertising is another good choice for the
business. Facebook will help the business set target audiences by their demographic’s
psychographics, and techno-graphics of their profile. And the minimum budget is US$1 per
day. Therefore, Facebook can reduce the marketing expense and businesses can use that
money on other elements of development for their business.
7. New Technologies
Advance development of new technologies is also an important reason for using Facebook as
a business tool. Nowadays, "smartphone" is immensely popular as it enables people to use the
Internet whenever and wherever due to well-developed mobile Internet networks. The
Facebook App on phone enables companies to promote their products and services while they
are on the go and not be stuck at a desk; in addition, as customer feedback can be expressed
while they are up and about therefore giving another dimension of immediacy.
8.Customer Psychology
Besides the different advantages for businesses, there is also the other spectrum, customers
and clients. Facebook Pages have many functions and applications to engage with and close
the gap between business and client; therefore, it is more interesting than a company's official
homepage. In addition to this, customers want to be heard, they want to express what they
want and share their opinions on particular products within their social networks. Moreover,
with evidence proving that customers want to show their friends what their favourite products
or companies are with a simple Like' it is imperative that there is an advantage for business
because Fans will share their Pages to their friends.
9.Strong Connection with Other Website
Businesses can show their company's detail in the Info of the Page. They can post their
official homepage of the companies, Twitter, blog, YouTube channel, etc. Therefore, when
people 'Like their Page and look at their Info, people other information of the company. In
addition to this, there is a function called Badge for businesses to post on their homepage or
blog, this enables their customers to observe and link back to the company's Facebook Page.

3.8. TYPES OF FACEBOOK ADS
Facebook offers 10 campaign objectives based on what you want your ad to accomplish For
each of those objectives, you can choose various ad formats based on your chosen goal and
target audience. Before we dig into some specific Facebook ad examples and the technical
requirements for each format, Let's take a quick look at how the different types of Facebook
campaigns align with business goals:
1) App Installs: Encourage installations of your mobile or desktop app.
2) Brand Awareness: Introduce your brand to a new audience.
3) Conversions: Get people to take a specific action on your website (like subscribe to your
list or buy your product.
4) Engagement: Expose a post to a wide audience to increase the number of Likes,
Comments, shares, or photo views, increase your number of Page Likes,
5) Lead Generation: Get new prospects into your sales funnel.
6) Reach: Expose your ad to as many people in your audience as possible.
7) Product Catalogue Sales: Connect your Facebook ads to your product catalogue to show
people ads for the products they are most likely to want to buy
8) Store Visits: Drive customers to brick-and-mortar stores.
9) Traffic: Drive traffic to a specific webpage.
10) Video Views: Show your video to a large audience to increase brand awareness.

These are 10 types of facbook ads
1. Photo Facebook Ads
 Facebook ad specs one image plus text
 Campaign types: All except video views
 Facebook ad image sizes: 1200 x 628 pixels
 Text limit: 90 characters
 Headline text limit: 25 characters
Another type of rich media advertising on Facebook is a post of an image. This is one
of the most popular types of ads ever since Facebook began favouring visual content.
Adjust your image based on the target audience's needs and by what will appeal to
them the most. Whatever your business goals are, a photo advert on Facebook is a
great way to increase awareness of who you are and what you do. A photo advert
gives you a clean, simple format to use with inspiring imagery and engaging copy Use
beautiful images to share your message. You can create a photo advert directly from
your Facebook Page by publishing and boosting a post with an image.

2.Video FacebookAds
 Facebook ad specs: one video plus text
 Campaign types: All
 Facebook ad image sizes (thumbnail): Minimum width 600 pixels, match length to
video aspect ratio
 Facebook ad dimensions: Video aspect ratio of 16:9 (full landscape) or 1:1(square) for
all objectives: other aspect ratios available for specific campaign types
 Maximum video length: 120 minutes
Video ads can create massive engagement if they're done right. Tell your story with
sight, sound and motion. Video ads appear fairly large in the user's New Feed and
offer more engaging content than static posts. And with 8 billion videos being
watched on Facebook every day, it serves as an interesting and potentially profitable
ad type for marketers to try out. Capture short bursts of attention with in-feed video
adverts. These short videos remind people of your brand and introduce new products.
Facebook video lets you reach people that are difficult or expensive to reach on TV,
such as young adults. On mobile, people prefer shorter video adverts - we're talking
15 seconds or less. Shorter videos have higher completion rates, so you can
successfully share your entire message. Businesses on Facebook bring their stories to
life with captivating video ads, and now more people than ever are sharing,
discovering and engaging with videos in News Feed.

3 Facebook CarouselAds
 Facebook ad specs Up to 10 photos or videos plus text
 Campaign types: All except post engagement and product catalogue sales
 Facebook and image size:600 x 600 pixels
 Text limit 90 characters
 Headline text limit: 40 characters (for image) or 25character (for video)
 Maximum video length: Two minutes combined
The carousel format allows you to showcase up to ten images or videos within a single
advert, each with its own link with more creative space within an advert, you can highlight
different products, showcase specific details about tune product, service or promotion, or tell
a story about your brand that develops across each carousel card the advert format can be
used by any business to accomplish a variety of advertising objectives. Facebook carousel
adverts perform better because of the following three reasons. They're bigger You have more
space to tell your story or showcase your products. They're interactive -To see your whole
story, people can swipe or click through the carousel. They're flexible-You have up to ten
cards that you can fill with photos or videos to tell your story creatively. These adverts give
customers more options and encourage them to purchase by showing a different product on
each carousel card, with links to different landing pages.

4. Slideshow Facebook Ads
 Facebook ad specs: A video automatically created from up to 10 still images
 Campaign types: All except post engagement and product catalogue sales
Facebook slideshow adverts are video-like adverts that use motion, sound and text to tell your
story beautifully across devices and at every connection speed. You can create a slideshow
advert in minutes from desktop or mobile and use it to tell a story that develops over time.
You can even create a slideshow advert out of stock images available in the advert creation
process, or use an existing video. Slideshows play and capture attention like videos. Unlike
some video adverts, slideshow adverts are quick and affordable to create Slideshows load
quickly so they play beautifully on any connection speed. One of the biggest advantages of
slideshow is that businesses don't need a lot of resources to produce live video adverts. It's an
incredibly simple way to make adverts from existing photos and stock images. These ads
have the power of video adverts, without the time and expense that is needed for the video
adverts. Slideshow reduces the need for video production time and resources, and because of
its smaller file size, it extends eye-catching ads to people on basic devices or with poor
connectivity. Slideshow adverts have captivating format, work everywhere and are easy to
create, Slideshow uses video-like motion and no sound, giving advertisers a new way to tell
brand stories to people.

5. Facebook Collection Ads
 Facebook ad specs A mobile-only ad format that showcases multiple products or
features
 Campaign types: Conversions, traffic
 Facebook ad dimensions Video aspect ratio of 16:9 (full landscape) or 1:1 (square)
 Maximum video length: 120 minutes
Collection, an advert format that makes it easier for people to discover, browse and purchase
products and offerings in a visual and immersive way. Tell a story and showcase relevant
products and features - all in a single Facebook advert. With collection, people who tap on
your advert can browse more products or learn more about the features of a specific product,
in a fast-loading, full-screen experience, without leaving the Facebook app. It's a seamless
browsing experience. These ads allow advertisers to showcase multiple products within one
ad Viewers can scroll through the images and click on individual links to each product. You
can promote multiple of anything, not just products but also different blog posts, eBooks, or
webinars. The collection advert format helps brands connect with people by pairing a video
or photo with four product images in the Facebook News Feed. The Facebook collection
advert format also helps businesses drive mobile shopping in a more visual and immersive
way. The advertiser can choose the initial four products that show up in a collection, the rest
are automatically selected by Facebook, based on the merchant's preferences and on user
targeting, aiming to create an experience that's as relevant as possible for the consumer.

6. Facebook Canvas Ads
 Facebook ad specs: An immersive ad format incorporating text, up to 20 photos, and
video
 Campaign types: Brand awareness, conversions, engagement
 Facebook ad size: Full screen
 Facebook ad image sizes: 66 x 882 pixels (header); 1080 x 1920 (full-screen image)
 Text limit: 300-character text bock
Canvas enables you to shorten the distance between your message and the customer It loads
instantly, is mobile-optimized and is designed to capture the complete attention of your
audience. With Facebook Canvas, people can watch engaging videos and photos, swipe
through carousels, tilt to pan and engage all in a single advert. They won't just view your
story, they'll become a part of it. Canvas adverts are designed for mobile and load up to ten
times faster than standard mobile web. This advert helps the companies to showcase products
in a beautiful full-screen format that drive's intent to purchase on your website or app. Canvas
helps advertisers achieve any objective by giving businesses a fully customizable digital
space on which to build multimedia stories. Canvases open from Facebook ads in News Feed
to reveal a full-screen experience where advertisers can use a mix of video, still images, text
and call-to action buttons to build beautiful and ffective brand and product experiences on
mobile.

7. Facebook Lead Ads
 Facebook ad specs A pre-filled lead form that makes it easy to connect people with
your business
 Campaign types: Lead generation
 Button text limit: 25 characters
Plenty of people want to hear back from your business, but filling in forms to learn more
information can be difficult on mobile. Facebook lead adverts makes the lead generation
process easy. People simply tap your advert and a form pops up, already pre-populated with
the contact information they've shared with Facebook, ready to be sent directly to you. Just
like that, they can get the information they want - and you generate a qualified lead for your
business. On mobile, Facebook lead adverts make customer acquisition easier and more cost-
effective. Facebook lead adverts do most of the work of filling out contact forms for people,
so people are more likely to finish and send forms. Whether businesses want to encourage
people to sign up for their newsletter, an offer, an event or more information about their
product, lead ads simplify the mobile signup process, helping businesses hear from people
interested in their business. Each lead ad form offers both standardized and customizable
fields. Advertisers can also include a customizable disclaimer, so companies with pre
approved legal language can easily add their approved disclaimer to lead ads. When someone
clicks on the lead ad, a form opens with the person's contact information automatically.

8. Facebook Dynamic Ads
Facebook Dynamic Adverts automatically promote products to people who have expressed
interest on your website, in your app or elsewhere on the Internet Simply upload your product
catalogue, set up your campaign once and it will continue working for you - finding the right
people for each product - For as long as you want, and always using up-to-date pricing and
availability.

9. Facebook Link Ads
Whether you want people to learn about your product, buy a ticket or download an e book,
Facebook link adverts are a great way to get people clicking to your website and visiting the
pages that you'd like them to see. It's a great tool for your website advertising strategy. Use
link adverts to get people to take the action that you want them to with your choice of call-to-
action buttons: Shop Now, Learn More, Sign Up. Book Now and Download. Link adverts
work across Facebook, Instagram and Audience Network.

10.Local Awareness Ads
A new Facebook advertising feature aims to help businesses better target those mobile
customers and even track the success of those campaigns. It's called The Facebook's local
awareness ads essentially allow businesses to target the customers closest to them. Facebook
users can see a map of a business's locations. So even if your business has several different
locations, you can target customers using the specific location that is closest to them or allow
them to select the location they want. Then you can provide them with relevant calls to action
like the ability to call or get directions. Those location awareness tools can certainly be
helpful in targeting relevant customers, especially if you don't have a mobile friendly store
locator on your website or if your customers are ignore inclined to just stay on Facebook for
that type of information
The platform just added store visits as a new metric within the Ads Reporting tool. So
businesses that run local awareness ads can now access data about how many people come to
your store after seeing a Facebook campaign. The metric is based on data from people who
have location services enabled on their phones. So it's not necessarily exact. But it can still
offer advertisers a general idea of how mobile ads can impact local foot traffic. This feature
also gives you the opportunity to create different ads for people based on whether or not
they've already visited your store so that you can better tailor your message to different types
of consumers. Then you can even compare your results across different stores or regions if
you have multiple locations. Overall, these new advertising features aim to make mobile
advertising actually make sense for local businesses. Instead of just investing in those ads and
hoping to see some general increase in sales over time, you have a way to actually measure
the effectiveness and access the insights that can help you make future mobile ad campaigns
even more effective. The systems may not offer the full picture of in-store visits and
purchases. But it seems to be a step in the right

1.9. HOW TO ADVERTISE ON FACEBOOK:PLACING YOUR AD
If you already have a Facebook business page and you should), you can head straight to the
Facebook Ads Manager to create your Facebook ad campaign. If you don't yet have a
business page, you'll need to create one first.
Step 1: Choose Your Campaign Objective
a) Choose your campaign objective based on the most important metrics for your business
and your goals for this particular ad.
b) Keep in mind that for conversion-oriented objectives you can pay per action, but for
exposure objectives you will pay for impressions.
Step 2: TargetYour Audience
Effective targeting is key to maximizing ROI and there's no shortage of ways to target your
audience on Facebook. In addition to targeting by location, gender, and online behaviours,
you can hone your audience based on the following:
a) Connections: You can target people who are either connected or not connected to your
Facebook Page. If you want to reach a new audience, under Detailed Targeting, choose select
"Exclude people who like your Page." If you want to promote an offer or new product, select
"People who like your Facebook Page" to reach people who already know your brand.
b) Custom Audiences: You can build your own audience of people who have already
interacted with your business on or off.Facebook has a good step-by-step guide on how to do
this.
c) Lookalike Audiences: This lets you target people who are similar to your existing most
valuable audiences. Here's how to set-up a Lookalike Audience. As you make your
selections, keep an eye on the meter on the right side of the page, which indicates the breadth
of your audience selection, and the estimated daily reach chart.

Step 3: Set Your Budget and Schedule
Next, you decide how much money you want to spend on your Facebook ad. You can choose
a daily or lifetime budget, then set the start and end dates if you want to schedule your ad in
the future, or choose to place it live right away
You can get into pretty fine detail about how you want to spend your money using the
advanced budget options.
Keep in mind that running your ad on a schedule may be the most efficient way to spend your
ad budget, since you can choose only to serve your ad when your target audience is most
likely to be on Facebook.

Step 4: Create Your FacebookAds
One option is to promote an existing post. If you would prefer instead to create a new ad, first
choose your ad format, then enter the text and media components for your ad Making sure
you conform to the Facebook ad image sizes mentioned above for each format
Use the preview tool at the bottom of the page to make sure your ad looks good for all
potential placements (mobile, desktop news feed, right column, and so on). When you're
happy with your choices, click the green Confirm button to submit your order, then wait to
get an email from Facebook notifying you that your ad has been approved.

Step 5: Manage and Measure your Facebook ads
Once the ad is created, you need to have a constant follow up. Here are four great ways to
manage and measure your Facebook advertising.

Building Posting Schedule
Two common questions Advertisers Often have are:
 “What time should I post on Facebook?”
 “And how often should I schedule Posts?”
Using these numbers as starting points is suggested for businesses initially. Then, they can
adjust these numbers until they find what works best.
Building a Facebook Content Calendar
To do this, businesses need to figure out:
 How many times you'll post per day?
 Which times you'll post at?
 Which number of which types of posts you'll create?

3.10. COMPARE & CONTRAST FACEBOOK WITH OTHER
POPULAR SOCIAL MEDIA
According to 2019 Social Media Marketing Industry Report Facebook, Twitter and LinkedIn
are the top three social media tools used by businesses, It was however revealed that most of
the companies use Facebook for starting their social media marketing and using it as a
medium for cost effective advertising Although, Facebook and Twitter are both popular for
businesses marketing and advertising but Facebook is more multi-functional than Twitter.

Monthly Popular Social Media Platform For Advertisers
After comparing these media platforms, it is evident that they have their own advantages to
better a business, however Facebook seems like a more successful business tool. In
conclusion, according to different demographics, monthly active users, average minute per
users, mobile engagement, features, return on investment, most popular social media platform
for advertisers, different research reports, articles, figures, facts, and case studies, there is no
doubt that use of Facebook is successful for companies as against other social media sites.
Facebook can generate exposure for their business within a short period. It is sure that
Facebook is a powerful advertising platform.

Facebook Facts from India
1) India has world's largest number of Facebook users at 241 million computers to the US's
240 million.
2) Active users in India are up 27% in the past six months alone (+50million) compared to
growth of 12% (+26 million) in the US over the period.
3) There are 155 Million Monthly Active Users (MAUS) in India, of which 147 Million
MAUS access Facebook via Mobile Phones and 73 Million are active daily on Mobiles.
4) Top 5 countries accessing Facebook are India, USA, Brazil, UK Germany
5) Key Facebook Users from India are aged 18-24, which is the largest and fastest growing
population segment.
6) Facebook 's active users in India also skew young with more than half of the country's uses
below age of 25.
7)A user revisit Facebook more than 3 times in a day
8) Indian users can access Facebook in 12 languages and 670 Million users are connected to
at least one News Publishers page
9) In India. 76% of Facebook users are Men, and 24% users are won illustrates the barriers
women face in India to access technology and information
10) Most popular Indian Brand on Facebook is Aaj Tak with 14.4 million global fans.
11) Prime Minister Narendra Modi is the most popular Indian on Facebook with 329 Million
likes as of 2nd quarter of the year. Deepika Padukone is 2nd most popular person with 31
Million likes.
12) Nearly 52% of Facebook Users in India hesitate or aren't bothered to mention relationship
status on their profile 131 In India, Facebook is the only social network to cross 150 Million
Users.

3.12. FACEBOOKTOOLS
1. Facebook Polls
Facebook polling, enables quick answers to simple questions. Firms and researchers are
able to create a question, specify a sample nike, pay a small fee and have the results
appear in their Facebook account few hours later. The recognizes Facebook's potential to
reach consumers and get their views, opinions easily regarding your product or service.
Such kind of information is extremely useful for the businesses, Among other things, the
poll creator can choose the question format (multiple-choice, text, only one correct
answer, multiple correct, add drop-down answers etc.), modify their appearance (e.g. by
adding images), and send personalized thank-you notes to the poll's participants
(available only in the premium version)
2. Facebook Connect
In 2008, Facebook introduced Facebook Connect, a social plug-in that allows retailers to
have a Facebook log-in window on their website, Facebook Connect allows shoppers who are
logged into Facebook to see an item they want to buy and by simply clicking a 'share to
Facebook' button send photo and product details to their profiles and newsfeeds for their
friends to see. Friends can share their opinion about the product or give recommendations.
These comments and photos can pop up months later when friends are looking for similar
information and consequently this Facebook feedback continues to influence friends in their
purchasing environment. Facebook Connect makes e-commerce more like traditional means
of shopping. This social plug-in makes consumers feel like they're still going to the mall with
their friends, as they can comment, like, and share their thoughts on the product. Facebook
Connect allow customers to feel like they're getting the social experience as in traditional
shopping by connecting with friends and sharing opinions. This is a great tool for advertising.
3. Facebook Places
Consumers can "check-in" through the Facebook "Places" application when they are at retail
locations such as restaurants, fashion stores and services and share their location with friends.
Many retailers have extended the Places mobile feature with a "Deals" application which
provides incentives to check-in by offering discounts on purchases. This application can
replace traditional coupons and loyalty cards. This application increases word of mouth
promotion and local knowledge, and also allows retailers to reach potential consumers.
4. Facebook GraphSearch
Graph Search seems like a great idea in theory. Facebook has collected billions maybe
trillions of pieces of data about its users over the last nine years, and making that data
searchable is a natural move. The important thing about Facebook Graph Search is that it's a
semantic search engine. That means it tries to give you results related to the context of your
search terms. Facebook's Graph Search opens up a new world of opportunities to target users.

5. Facebook Edge Rank
Edge Rank algorithm is a collection of math operations with many different variables. It
determines which stories will be shown in each user's newsfeed depending on the content that
they are interested in. Through this algorithm, Facebook decides which publications will
appear in each of your follower newsfeeds. The movement of each Facebook user counts,
from making comment on a photo, liking a post or posting a video Facebook looks at all
possible stories and says "Which story has the highest Edge Rank score" Let's show it at the
top of the user's newsfeed. Which one has the next highest sore Let's show it next."
Edge Rank is calculated with “affinity" "weight" and "time decay" The ability to influence
Edge Rank is a major benefit to maintaining Facebook star ratings on your page. There's also
the increased integrity and credibility that comes with brand transparency.

6. Facebook Pages
On a business perspective, Facebook can be extremely useful in finding new customers,
building online communities of fans, and digging into gold mines of demographic
information, through the use of Facebook Pages. Indeed, thanks to its wide range of
applications available Facebook pages have many various benefits for business, including
increasing brand exposure, targeted traffic and customer interaction. With the new Facebook
Timeline, Facebook Pages can now illustrate wide marketing opportunities thanks to amazing
visual displays such a the cover photo. Then, the 'About' tab needs to include a complete
description c the company and the best Search Engine Optimization. Moreover, this Abou
section is the part that Google and most over search engines looks at first, an thus, it defines
how well the Facebook Page will be ranked on the Search Engin Therefore, it is really
important to include directly a link to the company website in this section, as well as all the
main keywords best used to describe company, its products and services, and its branded
message.

7. Hypertargeting
Marketers in today's world are dealing with overloaded information, which make it difficult
for businesses to make their messages different from the others and for the customers to find
what they are looking for. Hypertargeting on Facebook solves this problem. This advertising
tool enables marketers to select the exact people they want to reach and involve the right
people in their messages at the right time by using users given profile information. The basic
three options to specify are location, demographics and interests. Location can be targeted
either on a country, a city or even a small village Demographics include two main choices
which are age and gender, so we can target our advertisement on exact age match of men or
women. The option of interests is based on the information that the users provide on their
profiles. The advertisers can also target based on education, workplace or relationship status

8. Facebook Newsfeed
News Feed is the constantly updating list of stories in the middle of your home page. News
Feed includes status updates, photos, videos, links, app activity and likes from people, Pages
and groups that you follow on Facebook. The stories that show in your News Feed are
influenced by your connections and activity on Facebook Facebook also injects ads into the
News Feed. Facebook uses a similar but separate ranking algorithm to determine whether
you're likely to be interested in a Page or business' ads. Facebook limits the number of ads
you see, and therefore wants to maximize the likelihood that the ones it shows you will
resonate with you or get you to click, since that's how it earns more money. The more
Facebook knows about you, the more relevant the ads will be. If you fill out your profile and
Like the Pages of things you care about, Facebook's ads will become more personalized and
relevant, informing you about products, apps, events, and more that you're truly interested in.
Thus, most business decide to place their Ad on Facebook News Feed. There are 4 Key Areas
of Facebook News Feed which business usually try to customize depending on the objective
of Ad. They are Newsfeed, Left sidebar, Right Column, Right Sidebar.

9. FacebookBlue Print
Facebook Blueprint is a series of free, self-paced online courses and learning paths you can
take to learn more about advertising on Facebook and Instagram. You can choose from a
wide range of topics, and select learning paths that align with your overall business goals. All
you need to sign up for Blueprint eLearning is a Facebook account. Blueprint is a new
education program that trains agencies, partners and marketers on how to use Facebook, so
they can create better campaigns that drive business results. Blueprint offers training on
everything from campaign optimization and how to use video on Facebook to effective ad
measurement solutions. Blueprint's tagline is Plan to do great things". That's because
Facebook wants you to be educated about its various features and campaign options--it's in
Facebook's best interest to not only promote its products and services, but also to ensure users
can best take advantage of them. Blueprint courses cover all of the below topics and more.

10. Facebook BusinessManager
Business Manager is a free Facebook platform that helps advertisers integrate Facebook
marketing efforts across their business and with external partners. Business Manager provides
a solution for anyone who needs to run, place, or track Facebook and Instagram ads. Business
Manager also provides solutions for anyone managing assets such as a Facebook Page,
Instagram account, audience list, product catalogue. More, Business Manager is Facebook's
best advertising platform for any business working with an agency or marketing partner. By
having all your Facebook information in one place, your business maintains control of your
Facebook assets, and securely manages user access to the right people and right credit lines.

Belowisthe listof numerousservicesthatFacebookBusinessmanagerprovide Theseservices
shouldbe availedbythe companiesandtherebyimprove theirAdsandincrease theirreachon
Facebook

CHAPTER 4- DATA ANALYSIS AND INTERPRETATAION
INTERPRETATION
 In the total survey there are 52.1% of male.
 The total number of females are 45.8%
 2.1% prefer not to say.

2. Do you think advertising on Facebook will affect your business?
INTERPRETATION
 70.8% of people think that Facebook helps to affect your business so grow.
 29.2% of people are not sure whether the Facebook can affect your business to
prosper.

3.How often do you surf on Facebook?
INTERPRETATION
 42.6% of people sometimes click on the advertisements they view on Facebook.
 8.5% of people never click on the advertisements they view on Facebook.
 12.8% of people rarely click on the advertisements they view on Facebook.
 36.2% of people often click on the advertisements they view on Facebook.

3. Are the advertisements on Facebookare relevant to you?
INTERPRETATION
 62.5% people think that advertisements on Facebook are relevant.
 37.5% of people think that Facebook advertisements may or may not relevant.

4. Does Facebook Advertisements helps to choose better products?
INTERPRETATION
 70.8% of people think that Facebook helps to choose the product better.
 29.2% of people think that the Facebook does not help to choose the product better.

5. . What would persuade you to use Facebook more often?
INTERPRETATION
 42.6% people use for Advertisements.
 27.7% people use for News.
 21.3% people use for Gaming.
 8.5% people use for Explore.

6.Are you aware about FacebookAdvertisements?
INTERPRETATION
 83.3% are aware about Facebook Advertisements.
 16.7% are not aware about Facebook Advertisements.

6. What sorts of Advertisements would you like to prefer?
INTERPRETATION
 39.6% people like video Advertising.
 37.5% people like photo Advertising.
 22.9% people like slide shows Advertising.

8. Which medium will you prefer for Advertisements?
INTERPRETATION
 62.5% people prefer Facebook.
 16.7% people prefer Google.
 10.4% people prefer Linked In.
 10.4% people prefer Twitter.

9.Are you aware about the advantages of Facebook Advertising?
INTERPRETATION
 83.3% people are aware about the advantages of Facebook Advertising.
 16.7% people are not aware about the advantages of Facebook Advertising.

10. How was your experience with Facebook Advertising?
INTERPRETATION
 34% had an amazing experience on Facebook Advertising.
 31.9% had an average experience on Facebook Advertising.
 29.8% had good experience on Facebook Advertising.
 4.3% had a bad experience on Facebook Advertising.

11. Did you make any purchases or deal after seeing an ad on Facebook?
INTERPRETATION
64.6% people had made a deal after seeing an ad on Facebook.
35.4% people didn’t make any deal after seeing an ad on Facebook.

12.Have you Face any Fraudulent activity in Facebook Advertising?
INTERPRETATION
 29.2% people faced any Fraudulent activity.
 70.8% people didn’t face any Fraudulent activity.

13.Does that discourage you to suggest people to have faith on Facebook
Advertisements?
INTERPRETATION
 41.7% agreed and said Yes.
 58.3% were disagreed and said No.

14.In your opinion, are Facebook Advertisements more effective than any other?
INTERPRETATION
 62.5% said Facebook advertisements are effective.
 37.5% said Facebook advertisements are not effective.

15.Does Facebook Advertisements saves Time?
INTERPRETATION
 For 62.5% it saves time.
 For 37.5% it doesn’t save time.

16.According to you, Facebook Advertising are Economical?
INTERPRETATION
 For 89.4% its Economical.
 For 10.6% it isn’t Economical.

17.Does Facebook Advertising keeps transparency between Business and Customer?
INTERPRETATION
 83.3% agreed and said Yes
 Rest 16.7% didn’t agree and said No.

18.Is it worth to spend money on creating Facebook Advertising?
INTERPRETATION
 83% people said it is worth to spend.
 17% people said it is not worth to spend.

19.What according to you, Facebook Advertising is a spam?
INTERPRETATION
 29.2% said Yes.
 37.5% said No.
 33.3% said sometimes.

20. How would you rate the ads on Facebookatthe scale of8?
INTEREPRETATION
 33.3% people rated 8 out 8.
 1% people rated 2 out 8.
 0% people rated 1 out 8

4.2. SWOT ANALYSIS OF FACEBOOKBASED ON PRIMARY &
SECONDARYDATA
A SWOT analysis of Facebook indicates strengths that support the organization's leadership
in the online social media business, However, Facebook must continue innovating to ensure
such market position, considering the threats facing its social networking website and online
advertising services.
Facebook's Strengths (Internal Strategic Factors)
Facebook strengths support its market position as the biggest player in the social media
market and as a major player in the online advertising market. The internal strategic factors
that build business competitiveness are considered in this element of the SWOT Analysis.
The following are Facebook's main strengths:
1. Strong Brand Image
Facebook's social networking website's popularity comes along with a strong brand image.
The company has developed its business as a reliable social media service provider.
2. Large Consumer Base with Externalities
Facebook's large consumer base is a strength that brings externalities: The large number of
users or members makes Facebook's social along a number of beneficial networking website
more attractive to potential new members, more attractive to advertisers, and more difficult
for new social media companies to compete with
3. High Revenues
With its high revenues, the company has the financial capacity for research and development
(R&D) investments for new products, and investments in new business ventures. This
element of the SWOT analysis shows that Facebook has the necessary strengths to maintain
its competitive advantage and attractiveness in the online advertising market

Facebook'sWeaknesses(Internal Strategic Factors)
Facebook suffers from a number of weaknesses based on the nature of its social media
business. This element of the SWOT Analysis identifies the internal strategic factors that
prevent or reduce the company's success. In Facebook's case, the following weaknesses are
most significant:
1. Easily Imitable Products & Service
Facebook's social networking website and related services are easily imitable in terms of
basic features and functions. For example, other companies can develop their social
networking websites to directly compete against Facebook
2. Negative Impacts of online Advertising on User Experience
While the company earns through online advertising, this earnings mechanism is also a
weakness because users could perceive the advertisements as a nuisance in their experience.
Facebook also suffers from a low level of business diversification, which maximize market
ask exposure. This is so because the vast majority of the company's earnings are generated
through its social networking website and related mobile apps
3.Heavy Reliance on Ad Revenue
Facebook's main source of income are the online ads. It does not have another major stream
of revenue Based on this element of the SWOT analysis. Facebook m address its weaknesses
to reduce market risk exposure, and to increase potential business growth

Opportunities for Facebook(ExternalStrategic Factors)
A number of opportunities are available for Facebook to grow its social media business
internationally. The following opportunities are most relevant in Facebook's case:
1. Business Diversification
Facebook has the opportunity to diversify outside its core 3 social media a advertising
business. The company has already taken steps in this direction, such can its purchase of
Oculus VR, which is a virtual reality technology business that can support the social
networking services of the firm
2. Product Innovation
Another opportunity is for the organization to innovate more products that are
complementary to its social networking website and mobile apps.
3. Market Penetration & Development
Market penetration and development can increase membership and revenues, in line with
Facebook's generic and intensive growth strategies
4. Growing Number of Mobile Device Users
The growing number of mobile device users presents a major opportunity for Facebook. Its
revenue from mobile ads has grown sharply in 2015. Mobile ads constituted for 80% of the
total revenue Facebook generated from ads, Since the number of mobile devices users is
growing every year, Facebook's revenue from the mobile ads might keep growing.
5. Increase Income through Complete Monetization of Instagram & WhatsApp
Apart from that the income of Facebook could also grow by monetization of Instagram and
WhatsApp. This element of the SWOT Analysis enumerates the extremal strategic factors
that the company can exploit to improve its business situation.

Threats Facing Facebook(ExternalStrategic Factors)
Facebook experiences the potential risks and negative effects of threats in its business
environment. External strategic factors that prevent or impede business growth are outlined in
this element of the SWOT Analysis, Facebook must address the following threats against its
social media and online advertising business:
1. Imitation
limitation is one of the major threats in the business, considering that other firms could
develop social networking websites and mobile apps similar to that of Facebook.
2. Cybercrime
With increasing membership, Facebook now experiences high risks of cybercrime, which
threatens to reduce the attractiveness of the company's social media services.
3. Market Saturation
As the organization becomes more popular, it increasingly contributes to market saturation
that could lead to a future business growth plateau or stagnation. Based on this element of
Facebook's SWOT analysis, it is crucial for the company to develop new products and related
technologies, and to enter new businesses
4. Heavy Competition from Google & Other Social Networking Sites
Another major threat before the social media giant is the severe competition it faces from
Google's AdWords as well as the social networking sites. Google still reaps the lions share in
online ads. Other social networking sites like Twitter are also making efforts to grow their
share in online ad revenue.
This element of the SWOT analysis indicates the need for Facebook to reform some of its
strategies to ensure continuous growth. The growing use of mobile devices could be a highly
profitable trend for Facebook. Its share in mobile ads has grown and with that it's total
revenue and profits as well. Monetization of Instagram and WhatsApp could also bring extra
revenue for the social media giant. Facebook benefits from its leading market position in the
social media business.

Summary of SWOT Analysis
However, this SWOT Analysis points out a number of issues that the company must address
to maintain its growth and profitability. It is recommended that Facebook must diversify its
business to minimize market risk exposure while exploiting possible additional sources of
revenues to keep the organization growing. Apart from it, Facebook can try diversifying into
new lines of business to reduce its reliance on ad revenue. Another recommendation is for
Facebook to continue its research and development (R&D) investments to increase its
capabilities in counteracting cybercrime that victimizes users of its social media services. The
company must also continue its efforts in negotiating with governments to open up markets
where it currently has minimal or no presence.

5.3 LIMITATIONS OF FACEBOOKBASED ON PRIMARY &
SECONDARYDATA
Throughout my project, I have described mainly the advantages and importance of the most
powerful social network, Facebook, Of course, there are also some disadvantages and
difficulties as well. In order to stay objective, I summarized the most common issues into
points and describe them.
Poor brand fit –
Using Facebook for advertising purposes is not ideal for every brand.It always depends on
two critical factors: the product and the target demographic.There are products and brands
from certain fields, which are ideal for social networks such as sports, movies, books,
clothing, recreation or celebrities, because they evoke passion and people are expressing
themselves by showing they like them. On the other side, there are products or services which
people use and pay for, but they do not want to be connected with them officially. They can
be too personal or impersonal, less exciting or embarrassing, such as medication, tax filling
services or laundry detergent.
Poor performance –
There have been many viral hits spreading all over Facebook, such as T-Mobile using funny
videos from a gym to introduce their new programs and products. Nevertheless, there have
been also a lot of poor-performing campaigns that have never met exceeded expectations.
There is no perfect formula that would lead the companies to successful campaigns and high
purchases through Facebook. The best way is to set realistic expectations, strategy and start
testing.
Social network fatigue –
One of the largest threats to marketers is that people can start being tired of Facebook and
other social networks. Only time will tell if people continue to sign up, log in and like fan
pages. Some members are already complaining that the sites seem too commercial. Social
networks need to keep balance and not let people feel like it is not about them and their
friends, because it would only lead to the end.
Non-standard ad formats –
Advertising on social networks is still relatively new and there are no standards set
considering formats and metrics of advertisements. Some of the big companies are still not
sure about social network advertising. The users spend a lot of time on Facebook and there
are a lot of impressions and clicks, but these do not have to necessarily mean growth of sales
at the same rate as traditional online advertisements.

CHAPTER 6 - SUGGESTIONS
1.The advertisers should target their ads towards the youth as they consist of majority of
Facebook Users.
2. Since professionals aren't using Facebook as much as youngsters, they are potential
customers who can be tapped upon by companies using Facebook Ads. Also they can prove
to be profitable and loyal customers, because they make their purchase decisions wisely and
if convinced shall stick to the same brand or company
3. 75% of the targeted audience have monthly family income of 30K and more,which means
their purchasing power is high. Considering the fact stated above, it can be interpreted that
majority of the target audience can afford to use internet on hand held devices in order to
enjoy the benefits provided by Facebook without any disturbance. If this kind of audience is
targeted then there are chances that the conversion rate of sale of product/service advertised
through Facebook shall increase, as such a target audience would not mind to spend the
money if they find value in the product/service. 4. 99% of the respondents are not only aware
of Facebook but also have an account on it, thus Facebook Advertising is a great opportunity
for marketers to reach the fastest growing Facebook populace.
5. Whether in terms of account holders or in terms of usage, Facebook is highly preferred
over other sites, thus Advertising on Facebook is wise strategic decision for any company
whether big or small.
6. Accessing Facebook with mobiles has become an increasing phenomenon. People are now
surfing their Facebook via the mobile phones hence what this means is that they carry
Facebook everywhere they go and get notifications for new products, sales, and events at a go
without much ado or delay. Advertisers should therefore concentrate to place their ads more
on Mobile Newsfeed as compared to Desktop Newsfeed.

7. 85% of the target audience use Facebook daily. So considering 100 respondents, an Ad put
upon Facebook for this audience shall get at least 85 views daily. Now Indian users of
Facebook according to secondary data are 241 million. If we take its 85%, your Ad shall
reach to 204.85 million audience daily at just a click of button with no extra cost. No other
platform could provide such a wider reach at such minimal or no cost. Thus, including
Facebook Advertising as a part of Promotional Mix of any business is inevitable.
8. People aren't hesitant to reveal their basic personal information on Facebook This points
out the level of trust and comfort that the audience has towards Facebook. From this we can
infer that Facebook is a great tool for data collection as well. For advertisers, this can be
useful to increase their database and boost their reach.
9. Ads that are placed on Newsfeed and Individual's Homepage shall get a higher reach, thus
companies should try to place their Ad more often on these places.
10. Facebook Ads are achieving the objective of spreading awareness but lack in creating
purchase intention, thus advertisers should focus on developing ads, which trigger the
consumers to purchase the product for at least once.
11. The most influential factor that affects the purchasing decision of buyers is the brand or
the company itself. Thus the organization should post such ads that enhance their brand
equity and brand image.
12. Advertisers should revert back to the query of the consumers as soon as possible,
otherwise there could be chances that the organization might lose on a potential customer.
This can also be an opportunity for CRM.
13. Businesses need to strike a balance of giving customers the product information they
want, without sounding too much like salespersons. The main reason that Facebook
Advertising will work is because the organization will enter a community and engage as a
friend to customers and that Facebook itself is based around the premise of friendship
implying trust.

14. Advertisers should make Facebook. advertisements to be more appealing, and catchy so
that Facebook users, especially the youths, will not only feel like patronizing the products,
but rather patronize the products. strictly
15. With regards to the concept of trust, organizations must ensure that follow privacy laws
and that private information is not sold to or misused by third parties to the detriment of
individuals
16. As Facebook is becoming a new advertising tool for most of companies and they enhance
their brand awareness, they need to adopt new advertising policies and strategies that are
different from the traditional ones.
17. Facebook lacks online payment options but was in the process of getting one with the
help of PayPal. This would allow Facebook to collect fees from sellers for transactions
performed within the network and would provide a revenue source based on how well retail
and social media have been mixing.
18. The consumers would appreciate the benefits such as discounts, free stuff, competitions
or faster communication for sure.
19. Depending on the product or service, ascertain if the campaign only generates brand
awareness or if people engage and Share content with friends. Putting Facebook advertising
into action through isolated channels will help establish a more concrete claim on Facebook
advertising effectiveness on adults.

20. Facebook now is an integral part of the promotional mix and the following points are
proposed to guide interactions in order to have a positive impact on the organization:
a. Create communities of people who share interests.
b. Engage customers using social networking tools such as blogs.
C. Appeal to a range of customers by combining marketing tools.
d. Disseminate product information. e. Give customers a notion of exclusivity regarding
certain products.
f. Create products that make customers converse with each other and the organization
g. Appeal to the customer's affinity with causes.
h. Create memories through storytelling.
i. Think outside the square and challenge extremes.

CHAPTER 7 – CONCLUSION
The aim of the project was to point out the importance of the currently most powerful social
network Facebook as a symbol of today's dynamic advertising strategy and show some
possible ways how to use it as an effective advertising tool for a company. The following
conclusions regarding Facebook Advertising can be drawn from the entire research work. As
Facebook can interact with consumers and customers, and and also can get quick feedbacks
and responses, Facebook is successful business tool. Facebook has its fan page and group
page which is efficient and economical. By comparison, phone and email business are
expensive and cumbersome. Promoting even small firms and businesses using social media
such as Facebook non less expensive solution than taking the risk of paying large sums to
advertise in non-virtual media. Social media such as Facebook act as a check on the
credibility of brands.
Advertising on Facebook has also created an electronic marketplace where physical
proximity is no longer needed for exchange to take place. Besides, accessing Facebook with
mobiles has become an increasing phenomenon. Students are now surfing their Facebook via
the mobile phones hence what this means is that they carry Facebook everywhere they go and
get notifications for new products, sales, and events at a go without much ado or delay
Facebook company pages are often even better ranked on search engines than the companies'
websites. For companies intending to create a professional online portfolio for networking
purposes and to attract future employers, Facebook will definitely be a useful channel, if the
content published is managed properly. Besides, for advertising purpose, Facebook can help
spreading the word as advertisements would appear only to the target audiences that have
indicated their interest in the Facebook Page.
Utilizing Facebook within a marketing strategy, companies will have the opportunity to build
relationships with their prospective and existing customers. Facebook also encourages traffic
back to websites and provides the valuable opportunity to get found by prospects that might
not otherwise have learned about the company in other more traditional methods.
As a social network site, Facebook has been one of the most important social trends of the
last decade and in accordance with the research analysis in this project is still the most
important social networking websites for consumers as well as for businesses

The advent of targeting advertisements, specifically toward demographics (age, sex,
education, and so on), and tighter restrictions on advertisements quality has turned Facebook
advertising into a viable traffic builder and advertising option for small and large size
businesses because of its sheer number of active users as well as the level of cach user's
activity on this social networking website. From an economic point of View, Facebook offers
a thorough and competitive tariff system, charging advertisers for a per-click or a per-
impression model.
Facebook is an excellent direct-response marketing platform, which can nrovide mediate and
direct answers to marketing questions and problems within the least know their behaviour
time period. Through the interaction with customers, organizations can gain valuable insights
and feedback about existing and potential products and services Facebook helps facilitate a
two-way conversation with customers about a product and/or service. If used correctly, this
can be a positive interaction which will ultimately improve the product and service and
increase customers' satisfaction.
Facebook makes it easier for businesses to identify who is not happy with an aspect of the
business and can help remedy the situation Facebook advertising exploits existing social
media and networks by encouraging consumers to share product experience with their friends
which helps in spreading the image and boosting the products reputation and as you know
potential customers are there likely to try a product introduced to them by friends, families,
colleagues or their celebrity of choice for example actors and sports men/women.
Facebook is ever consistent with its news feeds and innovative and creative new ideas that its
users have seen over and over again. Many inspirational speakers take to the website to reach
millions of their followers at no cost whatsoever. There is no other better and cheaper media
than Facebook to inform your customers about the arrival or release of new products and
services. Facebook has endeared itself as individuals, companies, businesses and advertisers'
advertising medium of choice.
Even in 2016, there are plenty of business owners who are sceptical of using Facebook Ads.
But here's the simple truth: If you're a small business with a tight budget, Facebook
Advertising is one of the most affordable and effective ways to market your business.

Facebook is the new frontier of digital advertising. Never before has an advertiser been able
to tap into a vast database of information that included human behaviours at such an
extraordinarily granular level. The benefits to an advertiser are unparalleled and because of
this it has become a medium to monetize.
With Facebook's over 1 billion monthly active users, 70 languages covered already and more
users added each month, it is unarguably the preferred advertising choice for companies who
want to see their businesses grow astronomically.
This study was to determine the effectiveness of Facebook as a medium of advertising. From
the theoretical part it is obvious how important role Facebook plays nowadays for people
around the world. Several figures and tables have proved Facebook's dominant position
among the other social networking sites and its dominant position in the India as well.
Facebook does not replace the traditional marketing tools but can be used as a complement to
existing traditional promotional tools. But at the same time, Facebook also has been through
its shortages and risks. However, the advantages of Facebook are far more than the issues. All
in all, Facebook as a successful advertising tool is getting more and more popular. At last, but
not least, nothing draws a crowd like a crowd. And, Facebook is definitely the crowd.

BIBLIOGRAPHY
JOURNALS
1. Impact of Facebook usage on Life Satisfaction and Social Capital.
2. Perception of Effective Facebook Advertising and Its Relation to Consumers Decision to
3 Buy Uses and Gratification Theory, International Journal of Software Engineering and Its
Applications, Vol. 9, No. 4 (2015)
4. The Elon Journal of Undergraduate Research in Communications, Vol.
RESEARCH PAPERS
1. A research on effectiveness of Facebook advertising on enhancing purchase intention of
consumers, Milad Dhegihan, Sapienza, University of Rome, Italy.

2. Privacy and Perceptions: How Facebook Advertising Affects its Users, Katherine K.
Roberts, Strategic Communications Elon University
3. How Facebook Advertising Affects Buying Behaviour of Young Consumers. The
Moderating Role of Gender, Fazal Ur Rehman, COMSATS Institute of Information
Technology
4. The Implications of Facebook Marketing for Organizations, Room Rosanne, Central
Queensland University
5. Facebook: Investigating the influence on consumer purchase intention, James Er Richard,
Victoria University of Wellington 6. Effectiveness of Facebook as an advertising medium
among university students, Adekunle A. Adeyemi, Near East University.
REFERENCES
1. http://www.sciencedirect.com/science/article/pii/S074756321500241 1 https://smb
forum.web.com/forum-web-com/9-reasons-facebook-is-the-most-effective social-media-
marketing-tool

Effectiveness of Facebook Advertising.

Effectiveness of Facebook Advertising.

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