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ERIC Number: EJ1130282
Record Type: Journal
Publication Date: 2015
Pages: 6
Abstractor: As Provided
ISSN: ISSN-1052-8008
Learning the ShamWow: Creating Infomercials to Teach the AIDA Model
Lee, Seung Hwan; Hoffman, K. Douglas
Marketing Education Review, v25 n1 p9-14 2015
The 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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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A