This study explores advertising students' recognition and comprehension of in-feed native advertising on Instagram, a leading platform for social media native advertising. Data were collected from 303 U.S. college advertising students. It examines the impact of two key aspects of Instagram in-feed native advertising--an additional label…

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…

Noting that linguistic and mathematical/logical are the two kinds of intelligences the educational system encourages and that the educational system, as well as science in general, tends to neglect the nonverbal form of intellect, this paper describes Howard Gardner's multiple intelligences theory and Peter Kline's theory of integrative learning…