This slide covers the effect and influence of social media ads on youth's mind

1. Social Media Advertising
Influence onYouth

2. This report was Prepared by
Syed Ali Hafeez (A student of Iqra University)
for respected Dr. Rubina Masum.
Dr Masum has proven to be a very kind and a
informative person. She has taught me alot
during my 4 months tenure.

3. Advertising is world’s second oldest profession. Since the beginning of
the advertising, advertiser have used various and unique methods to target
or to approach their target prospects. As society and media use evolved,
advertisers have always espoused changes in media terrain.
They have used every possible method of which they think would help
them communicate their message to their target prospects.
Introduction

4. Now they are leveraging social media sites to deliver their messages
through various strategies. The purpose behind creating the social media
sites/platform to facilitate the exchange of information through different
ways or through different strategies. As the time passes, awash of people
started using the social media platforms, which in result was the great
opportunity for the marketers/advertisers to use social media sites to throw
their message at their targeted prospects. If you open any of the social
media sites today, you will see how social media sites are covered
with advertisements .
So Does the youth respond to advertising messages on social media,
if they do, do these advertising messages have any influence on
them? Several issues related to this are mentioned in this report

5. Purpose for writing this report was to aware Youth,
their parents and the advertisers about how the advertising
they see daily almost on social media is creating an Impact on
the youth’s mind. And How these advertising which they see on
the daily basis is shaping their mind.
Purpose/
Statement Of Problems

6. This report clearly discuss about how brands are implementing mulitple strategies
to target there prospects which in result is impacting youth’s mind in positive or
negative way. Social media now is the major part of everyone’s life, from younger
to elder, you will find him on this platform. With our vast research we found about
how the advertisiment our youth sees on daily basis is influencing them to take
do something that might be not good for them.
Significance

7. Advertising is one of the beneficiaries of this changing landscape in marketing
as exemplified by internet technology. The main objective of advertising is to
create awareness of the advertised product and provide information that
will assist the consumer to make purchase decision.
Literature Review

8. Kotler and Armstrong (2010:454) “advertising is a good way to persuade,
whether the purpose is to sell coca-cola worldwide or to get consumers in
a developing nation to use birth control”.
Common Sense Media : Brands appealing to teens take advantage of their
particular vulnerabilities: the desire to fit in, to be perceived as attractive,
and to not be a huge dork. Teens are extremely attuned to their place in the
peer hierarchy, and advertising acts as a kind of "super peer" in guiding them
toward what's cool and what's acceptable. Both teen boys and girls are highly
susceptible to messages around body image, and marketers
use this to their advantag

9. For this research, the target audience chosen is students in the higher institution
Iqra University Main Campus in Karachi state who use the social media.
Primary data collected through the sample size of 100 respondents was chosen.
Students were asked to answer the given questionnaire based on giving a rank
to each statement on a 5-point likert scale basis (5 means strongly agree and
1 means strongly disagree. The study was done to determine the lifestyle of youth
with reference to the effect which was created through the social media
Advertisements .Secondary data was collected through research articles and
from different social media networking sites.
Methodology

10. After this experiment through questionnaire method we found few results based on
our method i.e
- 58 Students(age 23 - 26) marked that they do not get easily manipulated by
continiously seeing the ad on social media but their younger siblings (Age16 to 20)
their actions are based on the advertisment they see on the daily basis on
social media
- 18 Students (age 23 - 26) marked that cosmetics products adverisments made
them feel ugly or anxious about themselves, which eventually lead them to buy
the product.
- 24 Students (age 23 - 26) feels that when they see energy drink ads and drive a
car or a bike, they started feeling that they are professional drifters or drivers.
Results

11. Kaci Owens, a 16-year-old high school junior from Liberty Township, Ohio, knows
she’s going to be blasted with advertising every time she checks Facebook,
YouTube or Instagram. In her words, it’s “a few posts, an ad” then, “a few more posts,
another ad.” “I think it’s everywhere,” Owens says, adding that she most often sees
ads for makeup or food. “But it doesn’t really bother me. I usually just scroll past it.”
That behavior — skipping past advertising — sounds like a marketer’s nightmare.
But despite all the ads Owens may ignore, there’s one kind in particular she and
other teens are likely to engage with: Sponsored videos from online “influencers,”
those quasi-celebrities paid by brands to talk about their products to their
legions of adoring fans.
Discussion

12. Owens knows those influencers are being paid, sometimes in the Millions, to
influence her buying choices. But she says she’ll still listen to what they have to say.
That’s because, to some degree, she trusts they wouldn’t sell a product they didn’t
believe in. She also appreciates that many of them are forward about their financial
arrangements. “They’ll say ‘I’m being paid to do this,’ but I’ll want to listen to what
their opinion is,” Owens says. “It doesn’t mean that I go out and buy it right away.”
Bud Light Says No Doesn’t Mean No
Here’s What Happened

13. In 2015 Bud Light debuted a new tagline to go with their Up For Whatever
campaign: One might call it an honest mistake, since at first glance it seems like it
does fit in really well with the whole “Up For Whatever” personality the brand is going
for. But then we remember that the phrase “No Means No” is a thing—and that
combining alcohol and the implication that no….doesn’t mean no? in an ad
is a bad idea.
Why It Missed the Mark
USA Today said it perfectly: “[the ad evoked] concerns about alcohol-fueled
rape culture.”
Takeaway
Again: “What are the implications of what I’m saying?” You and your marketing team
must ask this at every turn. To not do so is irresponsible marketing.

14. ALS Bucket Challenge
ALS bucket challenge was first introduced by Rinaldi. He says that it began
“with one name”: Pete Frates. A former Boston College baseball player,Frates
was diagnosed with ALS in 2011. On July 31 of this year, he challenged some
friends and celebrities (including NFL quarterbacks Tom Brady and Matt Ryan)
to take the ice bucket challenge to “strike out ALS The ALS Ice Bucket Challenge
has quickly gone from a fundraising campaign to a viral Internet sensation,
raising $15.6 million so far for the ALS Association to research Lou Gehrig’s
disease. Youth was the most participating body in this challenge.

15. AXE body spray advertisement
AXE body spray advertisement has a clear sexual appeal in their ads.
Which influence Youth to think that If they spray AXE on them they will
attract girls or boys, Which is apparently considered
wrong in many societies.

16. During the research we had faced few limitations i.e
- Load shedding issue
- Struggle finding updated data
- Lack of time
Limitations

17. Few things can be recommended on the basis of this report i.e
- Brands should not use sexual or anything provoking in their ads.
- Brands should specify there targeting.
- Parents should cut down the use of social media of their children a bit.
- Youth should be aware of that the advertisment has no chance of
deciding whether they are ugly, beautiful, black or white.
- Positive messages should be implement through the ad content.
Recomendations

18. The research shows that although students in higher institutions who are mostly
youth are affected by advertisements on social media and have a positive and
negative both attitudes towards them, they do not automatically respond to the
advertising messages the way the advertisers expected. The main consequences
we have found in this research were, that social media not only able to effect youth
positively but it also effects negatively in order to generate good or bad behaviors
like in purchasing the stuff or in the general routine life. Therefore the choice of
social media should be made in realization of the fact that it is best used in
conjunctions with other marketing communications tools.
Conclusion

19. Thank-you!
Syed Ali Hafeez
32483