Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, and Skills Gained

A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making skills gained from the project. Student involvement is an essential factor in the group project outcome. Involvement is positively related to the effectiveness of the project and video-making skills gained from the project