Learning the ShamWow: Creating Infomercials to Teach the AIDA Model
2015; Taylor & Francis; Volume: 25; Issue: 1 Linguagem: Inglês
10.1080/10528008.2015.999586
ISSN2153-9987
AutoresSeung Hwan Lee, K. Douglas Hoffman,
Tópico(s)Innovations in Educational Methods
ResumoAbstractThe AIDA Model (Attention-Interest-Desire-Action) is one of the classical promotional theories in marketing. Through active-learning techniques and peer critiques, we use infomercials as an innovative educational tool to instruct the four components of the AIDA model. Student evaluations regarding this active-learning assignment reveal that the infomercial activity increases students' creative input, engages participation, builds class enthusiasm, fosters peer relationships, and enhances topic knowledge. Benefits, constraints, and learning objectives relating to the activity are also discussed.
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