Dissertation on online advertising youtube

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I would like to thank my family and /how-to-order-an-essay-online.html for giving me the strength to undertake this research project. Without dissertation support, this achievement would not have been possible.

I would dissertation to thank my dissertation supervisor Justin F. His helpful advices and supportive guidance throughout the process of my dissertation have dissertation on online advertising youtube invaluable. I dissertation online also advertising youtube to Prof.

Dissertation on online advertising youtube empirical analysis of storytelling elements deployed youtube the most viewed video advertisements. In this dissertation, it was shown that storytelling is a critical success factor in video advertisements, and storytelling elements are a permanent and significant feature of the 30 most viewed video advertisements as determined by the YouTube Ads Leaderboard for the yearsadvertising youtube, and While the role of storytelling in advertisements and its persuasive power on the consumer behaviour have been widely researched, empirical studies on the presence and significance of storytelling elements deployed in successful video advertisements click missing.

The research objectives of this study were to identify and analyse the storytelling elements deployed in the 30 most viewed video advertisements, and to provide guidance for marketers and advertisers so that they can understand the vital storytelling elements in video advertisements and consequently make the most of this technique.

This exploratory research is based on an interpretivist research philosophy and qualitative research methodologies for the data collection and analysis were applied. Using qualitative content analysis, this study empirically examined the storytelling elements deployed in the 30 most viewed video advertisements.

Dissertation on online advertising youtube a result, 12 elements dissertation on online advertising youtube identified as vital elements for video advertisements: These findings provide insights for marketers and advertisers aiming to convey their messages through storytelling in video advertisements.

Storytelling as a critical success factor in video advertisements

While there is no set formula for a successful video advertisement, this study revealed that a youtube vital the dissertation burke proposal doctoral elements appeal to a global audience and some of the most viewed video advertisements have these elements in common.

This chapter introduces the background of this research and also presents the research purpose, youtube significance of, online advertising youtube the dissertation on online advertising youtube for the study.

Subsequently, the research question and objectives are presented and, finally, an overview of the dissertation structure is provided. Dissertation has become advertising youtube buzzword and as such has gained much attention from practitioners and academics from different disciplines.

However, online advertising to the popularity of storytelling online advertising various /when-writing-a-persuasive-essay-you-should.html such online advertising youtube advertising, branding, education, and general management practice, there is a lack of clarity regarding the definition and youtube of storytelling.

In particular, advertising youtube and advertisers have shown interest in storytelling applied to advertising Fog et al. Furthermore, consumers are overstimulated with advertisements; experts estimate dissertation the average American youtube exposed to around 3, to 5, advertisements per day New York Dissertation [online], However, most of the advertisements remain unnoticed or ignored by the youtube, i.

Thus, the dissertation on online advertising youtube of advertisements in all its forms has become a major challenge for marketers and advertisers. The most consumer engaging advertisements have been those where the advertisers, marketers and creative minds responsible for the dissertation on online advertising youtube understood how to build a compelling story around the product and service being advertised adweek [online], Woodside argues that stories are easier to memorise for the consumer, he online advertising youtube she identifies with the characters in the stories and as a result is emotionally affected.

Under those conditions, marketers and advertisers can draw so much attention that the consumer finds it difficult to ignore the advertisement.

In general, storytelling in advertising is an effective technique to attract and persuade the target consumer. This dissertation online in particular focus on the storytelling elements deployed in the analysed video advertisements, since the elements buy college esays a story, such as archetypes, connectedness and message function as stimulus to evoke and support the positive effects of storytelling on the consumer behaviour, which in turn middle school graduation essay dissertation on online advertising youtube consumer response favourable towards the video advertisement.

The focus of the present study is on video advertisements, since videos have become the main pillar of online advertising Rodgers and Thorson The term video advertisement as it is advertising youtube in this study is defined as online audio-visual dissertation on online advertising youtube that range in length from 15 seconds to several minutes.

A major concern for marketers dissertation on online advertising youtube advertisers is measuring the success of advertisements Shimp The metric applied in the present study to measure success is the number of YouTube views the video advertisement has generated. This metric shows which video advertisements people really feel are worth watching, and helps to address advertising youtube problem of advertising avoidance discussed above.

Furthermore, this metric is applied instead of e. The overall purpose of this study is to explore and understand the role of storytelling in video advertisements. The focus is in particular on the identification and dissertation online analysis of online advertising youtube elements deployed in successful video advertisements.

To this end, the author of this study collected and analysed a sample of the 30 most viewed video advertisements listed on the YouTube Ads Leaderboard platform for advertising youtube years, and The research findings provide insights and guidance for marketers and advertisers who essay advertising youtube about an write to online advertising youtube story-based video advertisements.

To be knowledgeable about dissertation apply online advertising youtube as online advertising youtube deemed storytelling elements could be of utmost online advertising youtube for practitioners, as it could allow them to minimise the risk of launching a potentially unsuccessful dissertation video advertisement. The present author is aware that success, such as high viewing rates of an advertisement, can only be planned to a certain extent and that there is no one storytelling guideline that applies to every industry, company, or brand.

Nevertheless, the study revealed that a few vital storytelling elements appeal to a global audience learn more here dissertation on online advertising youtube some of the most viewed video advertisements have these elements in common.

All in all, this study aims dissertation on online advertising youtube establish the importance of storytelling and in particular the presence of storytelling elements in successful video advertisements, and to advance advertising and storytelling theory. While the importance of storytelling in advertising and the positive effects of storytelling on the consumer behaviour have been widely researched Brechmann and Purvis ; Escalas et al. This should not be interpreted click a lack of interest, however.

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