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Table of Contents 1 INTRODUCTION..............................................................................................................8 1.1 Motivation for the research .................................................................................. 8 1.2 Research questions and objectives.....................................................................8 1.3 Importance of the research..................................................................................9 2 LITERATURE REVIEW .................................................................................................. 10 2.1 Advertising in global meaning............................................................................ 10 2.2 Marketing Mix .................................................................................................... 11 2.3 Advertising Objectives.......................................................................................12 2.3.1 What makes advertising successful?................................................................. 13 2.4 The Past and Present: choosing media.............................................................14 2.5 TV......................................................................................................................16 2.5.1 Internet TV......................................................................................................... 17 2.6 Internet advertising............................................................................................18 2.6.1 Social media......................................................................................................20 2.6.2 Users and Gratification theory ........................................................................... 21 2.7 YouTube............................................................................................................23 2.7.1 YouTube: what do we watch? ...........................................................................25 5PDF Image | YouTube as an advertising platform
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