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Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu
Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu
Association of Marketing Theory and Practice Proceedings 2021
A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making …