Chapter OverviewThis chapter explains the effectiveness of online advertising on Facebook among UCSI students. The variables that will be covered in this chapter are the reaction of UCSI students after seeing the online advertisement, they include information, attractiveness, credibility, preference and intention. Before we discuss the effectiveness of online advertising, there are a few questions that need to be answered. For example, what is the Internet? What is advertising? What is online advertising? And what is social media? The Internet is the "network of networks" that operates on a set of technical protocols that allow people around the world to access and exchange information using tools such as World Wide Wed, email, chat rooms and etc. (McMillan, 2004). As the world emerges from time to time, globalization has changed the way of doing business and also the way of advertising. Advertising is a tool used by the company to attract the viewer's attention with the aim of increasing sales, attracting attention and penetrating market share. Also, recently, Richards and Curran updated the definition of advertising to: Advertising is a form of communication mediated and paid for by an identifiable source, designed to persuade the recipient to take some action now or in the future. (Jef I. Richards, 2013). The message conveyed in advertising usually influences the consumer's purchasing decision. However, the way of conveying a message has shifted from the traditional way of newspapers, magazines, print advertisements to the Internet. The Internet itself has been used not only as an advertising vehicle in itself, but as a platform for new forms of interactive advertising, such as display ads, sponsorships, search ads and, more recently, blogs and micro blogs, social...... half of the paper ......cerisi on the damage to the product on the effectiveness of the marketing. Marketing Science, 230-245.Huntley, R. (2013). Annoying but Effective: The Power of Online Advertising. Retrieved from http://www.brw.com.au/p/business/annoying_but_effect_the_power_k8CKHTNAAe29nTfONBi1UNJef I. Richards, CM (2013, May). Oracles on "advertising": in search of a definition. Journal of Advertising, 63-77. Lee, A. (2013, October 3). Retrieved from VS Daily: http://vsdaily.com/socialbakers-malaysia-has-over-13-million-facebook-users/Li, H. (2011). The interactive Web. Journal of Advertising Research, 13-34.McMillan, S. J. (2004). Internet Advertising: One Face or Many? Internet Advertising: Theory and Research (2nd edition). Oberoi, A. (2013, July 3). Retrieved from Ad Pushup: http://www.adpushup.com/blog/the-history-of-online-advertising/Puranik, R. (n.d.). Effectiveness of Internet advertising.