Social Media Advertising Influence on youth.

Social Media Advertising Influence on youth.

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  Social Media Advertising InfluenceonYouth
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  This report wasPrepared 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.
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  Advertising is world’ssecond 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
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  Now they areleveraging 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
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  Purpose for writingthis 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
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  This report clearlydiscuss 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
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  Advertising is oneof 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
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  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
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  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
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  After this experimentthrough 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
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  Kaci Owens, a16-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
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  Owens knows thoseinfluencers 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
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  In 2015 BudLight 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.
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  ALS Bucket Challenge ALSbucket 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.
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  AXE body sprayadvertisement 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.
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  During the researchwe had faced few limitations i.e - Load shedding issue - Struggle finding updated data - Lack of time Limitations
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  Few things canbe 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
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  The research showsthat 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
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  Thank-you! Syed Ali Hafeez 32483