Ppt on digital marketing presentations ppt

This ppt is about digital marketing and their core areas

1. PRESENTATION TITLE
A STUDY ON EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING IN
BUILDING BRAND AWARENESS AT FIPRAS INTERNATIONAL
PRIVATE LIMITED, ANNA NAGAR, CHENNAI
Viva Dated:28.04.2025
Guide: Mr. J. ANAND
Designation: Asst.Professor
SRM VALLIAMMAI
ENGINEERING COLLEGE
Presented By: V. KEERTHI PRIYA
Register Number: 1422236361072

2. Company Profile
SRM VALLIAMMAI ENGINEERING COLLEGE
➢Established in 2003 in Chennai, Tamil Nadu, Fipras International Pvt Ltd is a leading
educational consultancy.
➢Offers services such as overseas education guidance, university application assistance,
visa processing, and test preparation (IELTS/TOEFL).
➢Partners with top universities across the USA, UK, Canada, Australia, and Europe,
providing students a wide range of options for higher education.
➢Focuses on personalized counseling, guiding students at every stage from career
selection to final admission.
➢Recognized for ethical practices, strong student success rates, and transparent consulting
services in the education industry.

3. Need of the Study
SRM VALLIAMMAI ENGINEERING COLLEGE
➢To understand how social media platforms like Instagram, Facebook, and YouTube
influence brand awareness for educational consultancies.
➢To analyze which type of content (videos, reels, posts) creates maximum engagement
among the student audience.
➢To identify the role of influencer marketing and its impact on building student trust
toward the consultancy brand.
➢To examine how personalized and consistent advertising strategies affect brand recall
and recognition.
➢To provide suggestions to Fipras International for strengthening their social media
advertising efforts to attract more students.

4. Objectives of the Study
SRM VALLIAMMAI ENGINEERING COLLEGE
PRIMARY OBJECTIVE:
➢A Study on effectiveness of social media advertising in building brand awareness at Fipras
international private limited, Anna Nagar, Chennai.
SECONDARY OBJECTIVE:
➢To evaluate the influence of social media advertisements on consumer purchase decisions
and brand awareness.
➢ To identify the types of social media advertisements (e.g., video, influencer, image based)
that most effectively capture user attention.
➢ To analyse user behaviour and engagement patterns with social media ads across different
platforms and demographics.

5. Scope and Limitations of the Study
SRM VALLIAMMAI ENGINEERING COLLEGE
Scope:
➢To assess how social media advertising improves brand visibility and recognition among
the target audience for Fipras International Pvt Ltd.
➢To evaluate audience engagement, platform-specific ad performance, and the
effectiveness of influencer collaborations in building stronger brand trust and awareness.
➢To provide actionable strategies for optimizing social media marketing efforts to achieve
better audience reach, higher engagement, and improved return on investment (ROI).
Limitations:
➢The study is limited to analyzing social media advertising’s impact on brand awareness
and may not be fully applicable to other digital marketing channels or industries.
➢Primary data is based on self-reported questionnaires, which may lead to response bias
or subjective interpretations affecting the accuracy of results.
➢The study is restricted by time, budget, and sample size constraints, which may limit the
depth and generalizability of the findings across broader populations.

6. Research Methodology
SRM VALLIAMMAI ENGINEERING COLLEGE
RESEARCH DESIGN : Descriptive research design methodology is used in this research.

SOURCES OF THE STUDY :
➢ Primary data are used. The primary data are collected from survey using questionaries.
PERIOD OF THE STUDY : 3 months
TOOLS FOR ANALYSIS : The following analytical tools are used;
➢Percentage analysis
➢Correlation analysis
➢Regression
➢ANOVA

7. Data Analysis and Interpretation
SRM VALLIAMMAI ENGINEERING COLLEGE
Correlation Analysis (Pearson’s Correlation Coefficient)
Relationship Between Social Media Ad Elements and Brand Awareness
Hypothesis Statement
•H₀ (Null Hypothesis):
There is no significant relationship between elements of social media advertising and
perceived brand awareness or consumer buying decisions.
•H₁ (Alternative Hypothesis):
There is a significant relationship between elements of social media advertising and
perceived brand awareness or consumer buying decisions.
Variables Pearson’
sr
Sig.(2-
tailed
)
Factor Influencing Purchase Decision vs.
Perceived Ad Effectiveness
0.238**0.013
Perceived Effectiveness of Social Media
Ads vs. What Makes an Ad Effective
0.188**0.050
Other Variable Pairs Not
Significa
nt
> 0.05
INFERENCE
The correlation analysis reveals a statistically
significant positive relationship between key social
media ad elements and both consumer purchase
decisions and brand awareness, confirming that
effective ad features like personalization,
influencer credibility, and engaging content play a
crucial role in influencing consumer behavior.

8. SRM VALLIAMMAI ENGINEERING COLLEGE
REGRESSION ANALYSIS (Multiple Linear Regression)
Factors Influencing Perception of Social Media Ad Effectiveness
Hypothesis Statement
•H₀ (Null Hypothesis):
There is no significant relationship between consumer responses to social media
advertising and their perception of what makes a social media ad effective.
•H₁ (Alternative Hypothesis):
There is a significant relationship between consumer responses to social media
advertising and their perception of what makes a social media ad effective.
INFERENCE
•The regression analysis shows a statistically significant relationship, indicating that
consumer responses such as ad type, purchase behavior, and belief in personalized
ads meaningfully influence the perceived effectiveness of social media advertising,
highlighting the importance of personalization and relevance in enhancing brand
engagement.
Factor Analyzed R² Value F-value p-value Conclusion
Consumer Response
Factors vs. Perceived
Ad Effectiveness
0.115 2.670 0.026 Significant relationship
(Reject H₀)

9. SRM VALLIAMMAI ENGINEERING COLLEGE
ANOVA TEST (One-Way ANOVA)
Impact of Belief in Targeted Social Media Ads on Perception of Ad Effectiveness
Hypothesis Statement
•H₀ (Null Hypothesis):
There is no significant difference in perceived ad effectiveness across different levels
of belief in targeted social media advertising.
•H₁ (Alternative Hypothesis):
There is a significant difference in perceived ad effectiveness across different levels
of belief in targeted social media advertising.
Factor Analyzed Sum of Squares
(Between Groups)
F-value p-value Conclusion
Perceived Effectiveness
Across Beliefs in
Targeted Ads
3.399 2.970 0.035 Significant difference
(Reject H₀)
INFERENCE
The F-value of 2.970 indicates a significant variation between the groups, while
the p-value of 0.035, being below the 0.05 significance threshold, leads to the
rejection of the null hypothesis.
This confirms that perceived effectiveness of social media advertising varies
significantly based on users' beliefs about the effectiveness of targeted ads.

10. SRM VALLIAMMAI ENGINEERING COLLEGE
Findings:
SRM VALLIAMMAI ENGINEERING COLLEGE
➢From the study, we can find that the maximum number of 74 (67.9%) respondents
are using social media multiple times a day.
➢From the study, we can find that the maximum number of 69 (63.3%) respondents
prefer Instagram as their primary social media platform.
➢From the study, we can find that the maximum number of 64 (58.7%) respondents
believe that targeted (personalized) ads are more effective in influencing them.
➢From the study, we can find that the maximum number of 57 (52.3%) respondents
gave a neutral rating for the effectiveness of social media ads in building brand
awareness.
➢From the study, we can find that the maximum number of 44 (40.4%) respondents
feel that video ads catch their attention the most.
➢From the study, we can find that the maximum number of 79 (72.5%) respondents
have purchased a product after seeing its advertisement on social media.
➢From the study, we can find that the maximum number of 34 (31.2%) respondents
mentioned that customer reviews and testimonials influence their purchase
decisions the most.

11. SRM VALLIAMMAI ENGINEERING COLLEGE
SUGGESTIONS :
➢Brands should focus more on creating video-based advertisements, as they
are the most attention-grabbing format among users.
➢Companies should invest in targeted (personalized) ad strategies to improve
consumer engagement and purchase intent.
➢Businesses must optimize social media ad frequency to avoid overwhelming
users and reduce ad fatigue.
➢Brands should prioritize Instagram for advertising campaigns, as it is the
most preferred platform among the majority of users.
➢Companies should enhance the creativity and design of social media ads to
make them more appealing and effective.
➢Marketers should highlight customer reviews and testimonials in their ads, as
they strongly influence consumer buying decisions.
➢Advertisers should run awareness campaigns about responsible digital
consumption to align with sustainable marketing practices.

12. Thank you