To better understand the nature of the advertising appeals and creative strategies in viral advisements, the current study conducted a content analysis of 360 viral ads. We have been helping companies gain deeper insight into a wide… ADVERTISING AND PUBLIC RELATION TERM PAPER DOCUMENTATION FOR THE TOPIC ON CREATIVE STRATEGY FOR ADVERTISING WITH THE HELP OF CAMPAIGN TOOL 2. Enter your email address below and we will send you your username, If the address matches an existing account you will receive an email with instructions to retrieve your username, I have read and accept the Wiley Online Library Terms and Conditions of Use, Word of mouth advertising: A review of the literature, “From fabulously entertaining to freakishly annoying: Consumer responses to six online advertising formats.”, The determinants of email receivers’ disseminating behaviors on the Internet, “Advertising theory beyond the context of advertising: Taylor’s six‐segment message strategy wheel offers an integrated Model of Political Behavior.”, Unleashing the idea virus: Stop marketing at people! One of the main contributions of the Porter and Golan (2006) study was their attempt to provide one of the first academic definitions of viral advertising. As a relatively new advertising phenomenon, viral advertising has received limited attention from mass communication scholars. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. In addition, they also analyzed the websites for all 40 national advertisers that ran ads during the Super Bowl. The ritual view was more widely used in the fashion (84.6%), alcohol and tobacco (82%), food and beverage (66.6%), entertainment and media (65.3%), and automotive (64.1%) product categories. Advertisers may pay significant fees to reach a large audience for seconds at a time. Helm (2000) described viral marketing as “a communication and distribution concept that relies on customers to transmit digital products via electronic mail to other potential customers in their social sphere and to animate these contacts to also transmit the products” (p. 159). CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Examples of products that may be advertised using the social strategy are jewelry, greeting cards, holiday gifts, etc. The current study suffers from several key limitations many of which resulted from the fact that the study is largely exploratory and deals with a relatively uninvestigated area of scholarship. In the case of the current study, the model was useful in demonstrating that viral ads were not only based on the ritual view but that they mostly approached the consumer from an ego-based approach that is based on the individual rather than the social. The diffusion of high speed Internet along with the wide scale penetration of bandwidth into American and Western European homes has changed the nature of online advertising. Furthermore, the researchers found that high-revenue companies used the transformational strategy more often than low-revenue companies. The current study will focus on one of the newest and perhaps more controversial methods of WOM advertising on the Internet- Viral Advertising. Based on the seminal study on viral advertising by Porter and Golan (2006) and based on previous studies on Taylor’s six‐segment message strategy wheel, the current study will present the following research questions: RQ#1: What advertising appeals were most frequently used in viral advertisements? Sexuality was the second most common advertising appeal as it was used in more than 28% of viral ads. The current study will apply Taylor’s six-segment strategy wheel in the analysis of viral advertisements. Examples of such products are any food or beverage products along with household products and cellular phones. March 10, 2020. 7. For decades, communication scholars have researched what perhaps may be the oldest and most established advertising technique‐ word of mouth advertising (WOM). Try some of these unconventional strategies to stand out. 2007). The diffusion of high speed Internet along with the wide scale penetration of bandwidth into American and Western European homes has changed the nature of online advertising. Porter and Golan (2006) identified differences in the use of advertising appeals not only across media (television versus viral) but also across industry. Kim, McMillian, and Hwang (2005) applied Taylor’s model to the study of Super Bowl advertisements. Advertising professionals can use methods like ours to identify where to direct their creative energies to best effect. 10 Creative Marketing Examples. Here, we’re sharing four strategies for better ad creative in this transitional time. RQ#5: Did different product categories use different messages strategies in viral ads? A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality. Examples of products that may be advertised using the ritual approach include coffee, cereal, and household products. Here, consumers are limited on time and the advertiser attempt to build brand recognition and familiarity. Your creative strategy provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Ration was the second most common strategy with 24.4% of the ads. Hwang, McMillain, and Lee (2003) used Taylor’s model for the analysis of 160 corporate websites. The results also indicated that most viral ads employed the ego strategy accounting for more than 50% of total ads. The authors found that routine was the most widely used message strategy in corporate websites followed by ego, ration, and the social strategies. Hwang, J. S., McMillan, S. J., and Lee, G., Hennig-Thurau T., Gwinner K. P., Walsh G., Gremler D. D. (, Kim, J. W., Lee, B. S., Shaw, M. J., Chang, H.-L., & Nelson, M. (, Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (. This viral component is referred to in both professional and academic research of viral marketing as the Meme (Dawkins, 1976; Godin, 2001). Creative strategy (micro)- a serious of advertising strategies based on Taylor’s. The role of the marketing strategy is to give In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. A combination of the ritual and transmission views was common in the travel (50%), banking (50%) and non for profit (41.6%) product categories. The prominence of this approach will likely advance rather than wane. The results in Table 3 indicate that the ritual view was by far dominant over the transmission view as the formal was used in 58.3% of the ads and the latter was used in 23% of the ads. However, the emergence of the Internet along with broadband capabilities have opened the door to the emergence of a new WOM advertising platform in which individuals communicate about a brand, product or service in a nonoral manner but rather through a computer-mediated communication (CMC) environment. When synthesized with the results of the advertising appeal results, one could argue that viral ads were often based on an individual appeal (ego rather than social) that was based largely on humor while attempting to provide some information to the user. The ration segment of Taylor’s model is based on consumers’ need for information. As online communication platforms will continue to evolve and develop the nature of peer‐to‐peer online communication, so will the very definition of viral marketing continue to evolve. Guy J. Golan (Ph.D Florida, 2003) is an assistant professor at Seton Hall University’s Department of Communication. The final segment under Taylor’s ritual view is the sensory segment. This viral component is referred to in both professional and academic research of viral marketing as the Meme (Dawkins, 1976; Godin, 2001). Their research findings indicated that there were no significant differences in the application of the six different strategies across media with the exception of the use of the sensory strategy which was used more extensively in television ads than in websites. 2004). POSH Creative Strategies is a Creative and Marketing Agency. Watch our Creative Crash Course webinar for even more tips and trends. The promise of self-acceptance Many advertisers will associate their products with things that people want out of life, such … Advertising appeal‐ a series of advertising appeals were coded as dichotomous variables signifying that an ad used the appeal or did not use the appeal, these included humor, sexuality, violence, the use of animals and the use of children in the ad. Indeed Smith et al. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. While it is not clear whether viral advertising was initiated by advertising professionals or initially resulted from enthusiastic viewers who wanted to share entertaining advertisements with their friends, viral advertising clearly transformed the very nature of online advertising by removing the media buying element out of the process. His research focuses on media effects, international communication and strategic communication research. As a relatively new advertising phenomenon, viral advertising has received limited attention from mass communication scholars. The ads represented a convenience sample that was gathered from two leading U.S. based, viral advertising‐seeding Web sites (www.culture‐buzz.com, www.metacafe.com, http://blog.unrulymedia.com) as well as ads from a database of a leading European viral advertising firm (www.ketaketa.com). As an off shoot of viral marketing, viral advertising is a new and emerging advertising technique that is now widely applied by such major advertisers as Volvo Burger King, Anheuser-Busch, and Microsoft. According to Taylor (1999) the role of communication in this segment is to inform and persuade (based on logic). Welker (2002) described viral marketing as “strategies that allow an easier, accelerated, and cost-reduced transmission of messages by creating environments for an self-replicating, exponentially increasing diffusion, spiritualization, and impact of the message” (p. 4). The results of the current study provide empirical evidence to this approach as they clearly highlight the predominance of the ritual view strategy over the transmission view. Rather, several leading Fortune 500 advertisers have taken to viral advertising as a method for reaching audiences. All you need is a bit of help to kick your marketing strategy back on track. Here, the role of communication is to show how the product appeals to individual’s perceptions of whom they are (or whom they want to be). This dependence on the users’ willingness to distribute content to peers may not only be influenced by the source of the message but also by its content (Chiu et al, 2007), Subsequently, it appears that the method of distribution may influence the nature of the viral content (Phelps et al. Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. Consistent with previous research, Taylor identifies two basic advertising approaches, the transmission view (similar to the informational approach) and the ritual view (similar to the transformational approach). Since no user is likely to forward a boring advertisement to a friend, the ad must include a “viral component” in it, a component that makes any ad “forwardable” from one user to another. Research Question number one asked what advertising appeals were most frequently used in viral advertisements? The only product categories that were relatively evenly balanced between the ritual and transmission views were the electronic and communications (46.7%, 36.3%), other (44.7%, 39.5%) and household products (50%, 35.7%) product categories. These results indicate that at present, advertising practitioners view viral advertising as primarily useful for branding. The birth of viral advertising has changed the very nature of online advertising as media planners and buyers are made obsolete by the will of consumers to forward ads via email to their friends, family and colleges. Taylor’s model is applicable to viral advertising based on the highly creative strategies on which all viral advertising strategies are based. Learn more. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target … Through a content analysis of 360 viral advertisements, the study attempts to highlight the viral component in the ads by identifying the main advertising appeals employed by advertisers. These include but are not limited to Burger King, Anheuser‐Busch, Volvo, Microsoft, and Long John Silver’s (Howard, 2005). 1. Guy J. Golan (Ph.D Florida, 2003) is an assistant professor at Seton Hall University’s Department of Communication. The authors would like to thank the Keta‐Keta Advertising Firm from Tel‐Aviv Israel for their contribution to the current research project. Multivariate procedures may be useful in better identifying the nature of viral advertising strategies across industries and in comparison to other online media advertising formats. 2007). RQ#3: Do viral advertisements base their creative message strategies on the ritual strategy more than they do on the transmission message strategy? Advertising creativity is the skill of generating novel ideas that can serve as solutions to the various communication gaps. Essentially, viral advertising refers to an online advertising distribution method that relies of word of mouth distribution via email or social network platforms as the means of reaching target audiences. At the heart of any viral marketing or advertising campaign stands that viral factor known as the “meme” variable that is essential for any viral campaign (Dawkins, 1967) and that ultimately leads users to share content with friends and online communities (see Chiu et al. The current study is of an exploratory nature. Appeal to Emotion When a company is able to appeal to the emotional needs of their audience, they generally will issue a promise that the product will serve a certain function of purpose. RQ#5: Did different product categories use different messages strategies in viral ads? The social segment of Taylor models shifts away from the individual and towards the collective. Can the creative message strategies utilized in advertising translate to branded social content These ads represent a sample of viral advertisements that were widely viewed and distributed through e-mail and social networks by Internet audiences between 2004 and 2006. Viral ads enjoy no such luxury since they are distributed via e-mail messages. Advertising strategy is the formulation of advertising message that communicate the benefit or problem solution characteristics of the product or service to the market. We’re dishin’ out 64 creative marketing and advertising ideas plus inspirational tips to help you bust through that brick wall, generate more leads and increase online sales.Let’s get started with… He applied the message strategy wheel as a tool for analyzing these changes in message strategies. In addition, it will attempt to better identify the nature of viral ads and their meme factor that may provide media scholars with a better understanding of this new advertising medium. A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. Creative Strategies was one of the first market research firms in Silicon Valley. In the case of the current study, the model was useful in demonstrating that viral ads were not only based on the ritual view but that they mostly approached the consumer from an ego‐based approach that is based on the individual rather than the social. Research question number four asked which of six segments on Taylor’s wheel were most commonly employed in viral advertisements. Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. Since the success of any viral advertising campaign is based on the willingness of users to forward messages (ads) to as many people as possible, advertisers must shy away from boring fact based strategies and towards more entertaining, exciting or interesting attention grabbing strategies. CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. He formerly served as the creative director for Keta-Keta, Viral Advertising firm and as a TV cooperation manager for Jetix, Disney owned kids’ Channel in Europe. Here, we’re sharing four strategies for better ad creative in this transitional time. six-segment strategy wheel were coded in a dichotomous manner indicating that. The ego segment of Taylor’s model refers to the advertising strategy in which a brand or a company appeals to consumers egos. These could be identified as the “meme” components of these viral ads. This is contrary to the highly obtrusive and often annoying online advertising formats, such as pop‐ups and interstitials, which researchers found to be perceived negatively by consumers (Burns and Lutz, 2004). The study’s results also shed some light on the general nature of viral advertisements as vehicles for branding campaigns. Kaikati and Kaikati (2004) described the practice of “viral stealth marketing,” as a marketer’s attempt to “fly below the consumers’ radar” by recruiting “brand pushers” to pose as consumers. Advertisers employ different executional frameworks and advertising The penetration of high-speed Internet infrastructure into consumers’ homes during the early part of the decade changed the very nature of online advertising. This is contrary to the highly obtrusive and often annoying online advertising formats, such as pop-ups and interstitials, which researchers found to be perceived negatively by consumers (Burns and Lutz, 2004). Referral Programs 1. Creative strategy (micro) ‐ a serious of advertising strategies based on Taylor’s six‐segment strategy wheel were coded in a dichotomous manner indicating that a strategy was used or not used in the ad, these included ration, acute need, routine, ego, sensory and social. These finding point to both of these advertising appeals as the main meme factors that make viral ads “viral”. A creative strategy is going to differ from business to business and is also going to be different dependent on what goals are set to be attained and on what the overall goal of the campaign is. At the heart of any viral marketing or advertising campaign stands that viral factor known as the “meme” variable that is essential for any viral campaign (Dawkins, 1967) and that ultimately leads users to share content with friends and online communities (see Chiu et al. The current study is the first study to employ Taylor’s six-segment strategy wheel model (1999) as a tool for analyzing viral advertising. The final segment under the transmission half of Taylor’s model is routine. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. The results in Table 2 indicate that the primary ad function in the viral ads was branding (70%) followed by providing information (15.3%) and call for action (14.8%). The full text of this article hosted at iucr.org is unavailable due to technical difficulties. His results indicated that ego, sensory, and ration accounted for the majority of the original strategies as well as the majority of the new strategies. Future studies should provide more sophisticated analyses of the viral advertising phenomenon. Examples of products that are typically advertised using the ration approach include computers and cars. Content Analysis for the Social Sciences and Humanities, “‘Viral’ advertising spreads through marketing plans”, Stealth marketing: How to reach customers surreptitiously, Application of decision-tree induction techniques to personalized advertisements on Internet storefronts, International Journal of Electronic Commerce, “Differences in the Use of Message Strategies Between the U.S. and Korean Television Automobile Commercials.”, Message strategies of American and Korean television commercials, The Proceedings of the 2001 Conference of the American Academy of Advertising, Word-of-Mouth: What do we really know? The results in Table 4 display the results of the analysis indicating that ego was the most common message strategy in viral ads accounting for 51% of total viral ads. Since first introduced by Taylor in 1999, the six-segment message strategy wheel was tested by several scholars as a tool for analyzing advertising strategies. Indeed, a study by Adobe and Forrester Consulting found that 82% of companies believe there is a strong connection between creativity – including creative design – and business success. 1. Since the success of any viral advertising campaign is based on the willingness of users to forward messages (ads) to as many people as possible, advertisers must shy away from boring fact based strategies and towards more entertaining, exciting or interesting attention grabbing strategies. Advertising is the practice of paying to communicate to the public through media or physical locations. Research into advertising creative strategies has yielded a basic classification of advertisements as either informational or transformational. If you really want to stand out, consider the following: See all formats and editions Hide other formats and editions. The current study employs Taylor’s six-segment message strategy wheel (Taylor, 1999) as the framework for the deconstruction of viral ads in an attempt to better recognize their underlying advertising creative strategies. The World Wide Web presents individuals as well as advertisers with a wide array of communication platforms for the promotion of their products or services. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. Creative agencies can perform any number of functions for clients; from strategy and design, to technology or … Types of content and creative examples to inspire your campaigns. The social segment of Taylor models shifts away from the individual and towards the collective. In one of the first empirical examinations of viral advertising, Porter and Golan (2006) analyzed more than 500 advertisements that included more than 250 viral ads in an attempt to identify the differences in the nature of ads content across media. Unlike more established advertising media such as television, radio or out of home, viral advertising is relatively new and thus archives are still not widely available. For decades, communication scholars have researched what perhaps may be the oldest and most established advertising technique- word of mouth advertising (WOM). The final research question in the study (RQ #5) asked if different product categories use different messages strategies in viral advertisements? What is an advertising strategy in marketing plans? Research into advertising creative strategies has yielded a basic classification of advertisements as either informational or transformational. Whereas television advertising is based on media planning and buying, viral advertising is based on an initial seeding of an advertisement to a database of voluntary e-mail recipients (people who requested to be included in the e-mail list of viral ad agencies) and the consequent distribution of these ads by recipients who may or may not wish to share the ad with their friends. This application is based on the highly creative nature of the viral ads in which the meme serves as the driving engine of the online word of mouth distribution of these web exclusive advertisements. The acute need strategy (16.4%) and the social strategy (16.1%) were also commonly used in viral ads. Multivariate procedures may be useful in better identifying the nature of viral advertising strategies across industries and in comparison to other online media advertising formats. Your website and your branding are a great place to try some creative marketing. The application of Taylor’s model as a model for the analysis of creative advertising strategies proved useful as the six segments provided an in-depth understanding of how advertisers framed their messages in an attempt to reach audiences. The current study is the first study to employ Taylor’s six‐segment strategy wheel model (1999) as a tool for analyzing viral advertising. Hwang, McMillain, and Lee (2003) used Taylor’s model for the analysis of 160 corporate websites. A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. While viral advertising is still in its relative infancy, it is in no way limited to smaller advertisers. Recognizing the overwhelming success of such viral marketing campaigns as the Hotmail campaign, advertising executives identified the low‐cost opportunities afforded by the e‐mail based peer‐to‐peer communication platform. Lior Zaidner is a graduate student of marketing at the University Of Westminster in London. The current study suffers from several key limitations many of which resulted from the fact that the study is largely exploratory and deals with a relatively uninvestigated area of scholarship. Employing a creative strategy to get your company’s brand noticed and visible to your customers can go a long way in increasing your business’ … e.g. This segment refers to an advertising approach that stresses the role of a product in a consumer’s routine. That is, consumers are entertained or moved enough by advertisements based on humor and sexuality that they chose to forward these ads via email to their friends and colleagues. //Www.Dfj.Com/Cgi-Bin/Artman/Publish/Steve_May00.Shtml, http: //www.jiad.org/vol6/no2/porter/index.htm, receive exclusive offers and updates from Oxford Academic introduced six-segment! 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