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2.7.2 Types of advertising on YouTube......................................................................27 2.7.3 YouTube vs. TV advertising .............................................................................. 30 2.8AdvertisingValue: HowtocreatesuccessfulYouTubeadvertising..................32 2.8.1 Entertainment .................................................................................................... 34 2.8.2 Informativeness ................................................................................................. 39 2.8.3 Interactivity ........................................................................................................ 42 2.8.4 Engagement......................................................................................................47 2.9 Advertising Value...............................................................................................52 3 METHODOLOGY ........................................................................................................... 54 3.1 Research approach ........................................................................................... 54 3.2 An implementation of Research method............................................................ 56 3.3 Quantitative online method................................................................................56 3.4 Distribution ........................................................................................................ 69 4 FINDINGS: QUANTATIVE DATA COLLECTION ........................................................... 70 4.1 Results from the survey.....................................................................................70 4.2 Personal Data: Frequency table ........................................................................ 70 4.3 Analysis Cronbach Alpha .................................................................................. 71 4.4 Coefficient of variation.......................................................................................72 4.5 PLS Algorithm ................................................................................................... 75 4.6 Discriminant Validity .......................................................................................... 77 5 QUALITATIVE DATA COLLECTION..............................................................................79 5.1 Personal data: Frequency table......................................................................... 79 5.2 Online research method .................................................................................... 80 6 RESULTS AND FINDINGS ...........................................................................................83 7 DISCUSSION AND LIMITATIONS ................................................................................. 86 8 CONCLUSION AND FUTURE RECCOMENDATIONS..................................................88 6PDF Image | YouTube as an advertising platform
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