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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
- Verified by:
- Gdańsk University of Technology
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