Social media advertising has become a central way for organizations to introduce brands, sustain visibility and prompt consumers to seek further information. This article examines how advertising exposure, creative format, platform choice and interaction relate to brand awareness, drawing on an internship study conducted with reference to Life Technologies. The source report describes a structured online questionnaire covering social media use, advertising perceptions and post-exposure actions. Its result tables indicate strong use of Instagram, a preference for video advertisements, and frequent movement from advertising exposure to product search and brand website visits. At the same time, many attitude responses are neutral, suggesting that visibility does not automatically become durable recall or trust. The findings support a practical view of social advertising as a sequence: exposure must earn attention, communicate a distinct brand cue, invite useful interaction and reinforce memory over time. Interpretation is limited by a material inconsistency in the source: the methodology states a sample of 50, whereas the frequency tables generally total 104 responses. Results are presented as descriptive table patterns, not population estimates or verified causal effects. The article concludes with recommendations for content planning, responsible targeting, platform-specific creative, measurement and stronger research reporting.

Keywords: social media advertising; brand awareness; brand recall; consumer engagement; digital marketing; Instagram; Life Technologies