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The concept of aida applied to online interactive advertisement: an youtube case study

Abstract

This paper presents an approach of application of the AIDA framework to interactive advertisements presented on social media channels. The first section introduces the definitions of social media and its categorization. It is given an overview of the online video service YouTube.com. The second section describes social media marketing. The third section presents a theoretical introduction of traditional and interactive advertisement. It is also approached the AIDA framework - a classical model for reaching promotional goals. The last section describes the case study Tipp-Ex on the video service YouTube. The AIDA concept is used to describe the promotional intentions of the online campaign. Summary and references are also part of this paper.

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Category:
Monographic publication
Type:
rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
Title of issue:
PhD Interdisciplinary Journal. - No. 1 strony 64 - 69
Language:
English
Publication year:
2012
Bibliographic description:
Schivinski B.: The concept of aida applied to online interactive advertisement: an youtube case study // PhD Interdisciplinary Journal. - No. 1/ ed. ed. M. Czubenko. - Gdansk University of Technology. Gdańsk: , 2012, s.64-69
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Gdańsk University of Technology

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