The Effectiveness of Facebook Advertising or Fan/Like Pages a Study of Young Adults over the Ages of 13

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The Effectiveness of Facebook Advertising or Fan/Like Pages
A study of Young Adults over the ages of 13

By
Joe De Wet (197031803)
Laura Leigh Poonsamy (208159517)
Theodore Zeederberg (2080230416)

Assignment 1 submitted in partial fulfilment of the requirements for the diploma

National Diploma: Marketing

in the Faculty of Business

at the Cape Peninsula University of Technology

Lecturer: Mr RG Duffett

Cape Town
9 May 2011

DECLARATION

I, Joe De Wet, declare that the contents of this assignment represent my own unaided work, and that the assignment has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology.

________________________________________________________________________________ SignedDate

I, Laura Leigh Poonsamy, declare that the contents of this assignment represent my own unaided work, and that the assignment has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology.

________________________________________________________________________________ SignedDate

I, Theodore Zeederberg, declare that the contents of this assignment represent my own unaided work, and that the assignment has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology.

________________________________________________________________________________ SignedDate

ABSTRACT

We live in a world that has been evolving since its inception, probably even before that. With change being the only constant in society, Communication has become the key to success. The Oxford Dictionary describes Communication as “the successful conveying or sharing of ideas or feelings” or “a means of connection between people or places, in particular” (Oxford Dictionaries, 2011) Communication can be both verbal and non-verbal, but all communication has one main aim i.e.: to try to create meaning. There are many different forms of communication e.g.: conversations with friends and family, through TV, reading letters, writing emails, etc. In this ever changing world, people are constantly searching for new and more effective ways to communicate. People want to communicate simpler, faster and more importantly with the right people at the right time. Could this be the reason why Social Networks are becoming such a phenomenon in the 21st century? We seem to think so! But what is a Social Network, who are those people that belong to these networks, why are they choosing social networks as a form of communication and what power/benefit does social networks hold as a growing form of communication in this day and age. A Social Network can be described as: “Individuals or groups linked by some common bonds shared social status, similar or shared functions, or geographical or cultural connection” (Barker, 1999). Facebook is the largest social network and we can clearly see that it has the greatest power to influence its users. Businesses all over the world had realised that they need to access the power of Facebook and use it to effectively advertise their business and their product. From the research done during this assignment we found that Facebook has the power to help Marketers/Advertisers to create Brand Awareness and build relationships with customers and potential customers. Facebook advertising did not necessarily result in immediate sales and most importantly Fan/Like Pages were more effective than Facebook advertisements. Facebook allows marketers/Advertisers to gain valuable information that can help them create an effective marketing campaign.

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