The concept of AIDA applied to online interactive advertisement: a Youtube case study

Schivinski, B. ORCID: 0000-0002-4095-1922, 2012. The concept of AIDA applied to online interactive advertisement: a Youtube case study. In: M. Czubenko, ed., PhD Interdisciplinary Journal, No. 1, 2012. Gdańsk: Gdańsk University of Technology, pp. 64-69. ISBN 9788363041250

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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.

Item Type: Chapter in book
Creators: Schivinski, B.
Publisher: Gdańsk University of Technology
Place of Publication: Gdańsk
Date: 2012
ISSN: 2300-617X
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 23 Dec 2015 10:40
Last Modified: 09 Jun 2017 13:58
URI: http://irep.ntu.ac.uk/id/eprint/26725

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