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. The author analyzed 81 reports of message strategy changes as reported in Advertising Age between 2001–2003. Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes, Intent, and Behavior. Making people feel really good about a product is called affective advertising. In addition he found that that the majority of message strategy changes ranged across the wheel from the ritual to the transmission segments and vice versa. 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? Ration was the second most common strategy with 24.4% of the ads. Indeed Smith et al. Indeed several scholars have pointed to the emergence of the eWOM or Word of Mouse phenomenon whereas new communication platforms enhanced and occasionally transform the very nature of world of mouth communication via the Internet and the World Wide Web (Helm, 2000; Hennig‐Thurau et al. Research question number four asked which of six segments on Taylor’s wheel were most commonly employed in viral advertisements. The ration segment of Taylor’s model is based on consumers’ need for information. The creative process of marketing communication is guided by specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal. Exploring public attitude toward biofeedback technologies: Knowledge, preferences and personality tendencies. 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. Cunningham and Jenner (2003) integrated Taylor’s six segment message strategy wheel into political science research. 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. 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. 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. The latest and newest of the online word of mouth advertising techniques is known as viral advertising. The millions of hits that such user generated videos as the “Dramatic Squirrel” and the “Chris Crocker - LEAVE BRITNEY ALONE!” received on Youtube clearly demonstrates that on the online viral platform traditional advertising strategies have to be reformulated. This coding was based on the Porter and Golan (2006) study. Marketing your creative agency can be a challenge. The Creative Brief• Basic problem or issue the advertising must address• Advertising and communications objectives• Target audience• Major selling idea or key benefits to communicate• Creative strategy statement• Supporting information and requirements 8-17 18. What is Campaign? Examples of products that are typically advertised using the ration approach include computers and cars. Essentially, it could be argued that viral marketing refers to a broad array of online WOM strategies designed to encourage both online and peer-to-peer communication about a brand, product or service. Study results point to several key finding. This strategy is unique from almost any other online advertising formats as consumers receive ads from friends rather than from the advertisers themselves. First, viral advertising does not require any media buying. Indeed several scholars have pointed to the emergence of the eWOM or Word of Mouse phenomenon whereas new communication platforms enhanced and occasionally transform the very nature of world of mouth communication via the Internet and the World Wide Web (Helm, 2000; Hennig-Thurau et al. Such knowledge will be beneficial to better understand the very nature of this new and unique online advertising medium. Here, we’re sharing four strategies for better ad creative in this transitional time. Guy J. Golan, Ph.D., Lior Zaidner, Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel, Journal of Computer-Mediated Communication, Volume 13, Issue 4, 1 July 2008, Pages 959–972, https://doi.org/10.1111/j.1083-6101.2008.00426.x. First, viral advertising does not require any media buying. The current study is the first study to employ Taylor’s six-segment strategy wheel model (1999) as a tool for analyzing viral advertising. e.g. 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. An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.Your strategies of advertising require creative thinking and testing. (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. The first was that humor and sexuality were the main advertising appeals used in viral ads. Research Question number one asked what advertising appeals were most frequently used in viral advertisements? The study attempts to identify and highlight the main advertising appeals in creative strategies in viral advertising. CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. The prominence of this approach will likely advance rather than wane. 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. Here, we’re sharing four strategies for better ad creative in this transitional time. Where once limited to such online advertising formats as banners, interstitials, and pop-ups, advertisers are now able to disseminate high-resolution advertisements once exclusive to the medium of television via the World Wide Web. A combination of the two views was employed in 18.6% of the viral ads. The current study will apply Taylor’s six‐segment strategy wheel in the analysis of viral advertisements. Organisations employ creative strategies to develop effective advertising messages. and you may need to create a new Wiley Online Library account. Here, the role of advertising is to place the consumption of a product within a social situation. 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. 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. 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. The promise of self-acceptance Many advertisers will associate their products with things that people want out of life, such … Advertising professionals can use methods like ours to identify where to direct their creative energies to best effect. In addition, future studies ought to further explore the use of Taylor’s six-segmented strategy wheel as a model for the analysis of creative strategies. This is not an example of the work here. 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 … Viral ads enjoy no such luxury since they are distributed via e-mail messages. 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. The study applies Taylor’s (1999) six-segment message strategy wheel as a tool for analyzing viral ads. 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. The role of the marketing strategy is to give 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. This coding was based on the Porter and Golan (2006) study. Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. The study applies Taylor’s (1999) six‐segment message strategy wheel as a tool for analyzing viral ads. Price New from Used from Paperback "Please retry" $16.90 — $12.85: Paperback They defined viral advertising in the following manner: “Viral advertising is unpaid peer‐to‐peer communication of provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others.”. South Orange, NJ 07079, Graduate StudentUniversity Of Westminster42 Burnley Road, Willesden GreenLondon, NW10 1EJ, UK. While the former refers to ads that appeal to ones’ cognition or logic, the latter refers to ads that appeal to consumers’ emotions or senses (Puto and Wells, 1984). Can the creative message strategies utilized in advertising translate to branded social content Out of stock £36.00. This strategy is largely based on individual needs for respect or recognition through consumption. A practical product assessment, market definition, media analysis, and budgetary choices result in an excellent advertising plan, which is part of your marketing plan. While the former refers to a comprehensive marketing strategy that may include several components in it, viral advertising refers to a specific online advertising technique. 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. Thus many ads that are not entertaining and might even be annoying (for example used car ads) are often successful thanks to continuous exposure. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. In addition he found that that the majority of message strategy changes ranged across the wheel from the ritual to the transmission segments and vice versa. Headlines These are the leading position words of a headline ad – the words that will be read first or that have been placed to attract the most attention. Rather, viral advertising refers to an advertising technique in which video advertisements are distributed from one user to another via e‐mail forwarding. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. The authors introduce an integrated communication model which they argue can be applied for understanding political communication processing and political decision making. These advertising appeals were followed by the use of animals in ads (17.8%), violence (14.4%) and the use of children (12.8%) of all viral ads in the current analysis. Any advertising messages that directly appeals to consumers’ senses will fall under this segment. The current study will apply Taylor’s six-segment strategy wheel in the analysis of viral advertisements. 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. In, Kirby, Justin and Paul Marsden, Viral marketing or electronic word‐of‐mouth advertising: Examining consumer responses and motivations to pass along email, From subservient chickens to brawny men: A comparison of viral advertising to television advertising, Informational and Transformational Advertising: The Differential Effects of Time, “Outside the box, inside the circle: Using the six‐segment strategy wheel to predict direction of change in message strategies.”. Creative strategy (macro)‐ was the ad based on a ritual view, transmission view, or a combination of the two. The ritual view is composed of the ego, social and sensory segments while the transmission is composed of the ration, acute need, and routine segments. CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. This strategy is largely based on individual needs for respect or recognition through consumption. RQ#5: Did different product categories use different messages strategies in viral ads? In addition, they also analyzed the websites for all 40 national advertisers that ran ads during the Super Bowl. Where once limited to such online advertising formats as banners, interstitials, and pop‐ups, advertisers are now able to disseminate high‐resolution advertisements once exclusive to the medium of television via the World Wide Web. Kim, McMillian, and Hwang (2005) applied Taylor’s model to the study of Super Bowl advertisements. 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. Looking for creative marketing strategies you can use to bring in new business? Transmission views across product categories. 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). RQ#4: Which of six segments on Taylor’s wheel were most commonly used in viral advertisements? The promise to feel attractive. 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. This strategy may be a function of the advertising format rather than the nature of the advertisers. 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. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. Advertising creativity is the skill of generating novel ideas that can serve as solutions to the various communication gaps. Viral Advertising, https://doi.org/10.1111/j.1083-6101.2008.00426.x, http://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. They found that certain advertisers were more likely to use certain advertising appeals in viral ads than others. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. A creative strategy is made to help explain to all concerned how a specific marketing strategy is going to meet the goals and advertising objectives of that business. 1. Furthermore, the researchers found that high-revenue companies used the transformational strategy more often than low-revenue companies. Guy J. Golan (Ph.D Florida, 2003) is an assistant professor at Seton Hall University’s Department of Communication. The results indicate that sensory (1.6%) and routine (1.4%) were rarely employed strategies in viral advertisements. The current study provides one of the first empirical investigations of viral advertising. Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform. Learn creative strategy advertising with free interactive flashcards. 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’ … The authors found that routine was the most widely used message strategy in corporate websites followed by ego, ration, and the social strategies. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. Try some of these unconventional strategies to stand out. This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. 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. A second difference between television ads and viral ads can be identified in the nature of the ad itself. Hwang, McMillain, and Lee (2003) used Taylor’s model for the analysis of 160 corporate websites. (Image source: landing.adobe.com) In the world of big data, there is much pressure for companies to focus purely on data-driven strategies. 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. This advertising strategy introduces another person into the purchasing decision. 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. The results in Table 5 indicate that such indeed was the case. Sexuality was the second most common advertising appeal as it was used in more than 28% of viral ads. 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. This strategy may be a function of the advertising format rather than the nature of the advertisers. Number of times cited according to CrossRef: The decision‐making process in viral marketing—A review and suggestions for further research. 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. RQ#3: Do viral advertisements base their creative message strategies on the ritual strategy more than they do on the transmission message strategy? Taylor’s model is applicable to viral advertising based on the highly creative strategies on which all viral advertising strategies are based. Electronic Word‐of‐Mouth via Consumer‐Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Creative advertising is when a team of creatives come together to make a campaign or commercial that creatively and effectively tells the story of a brand or nonprofit. As argued by Godin (2001) consumer to consumer communication clearly outweighs advertiser to consumer communication in the modern era and therefore requires as new perspective on advertising as a whole. Here, the role of advertising is to place the consumption of a product within a social situation. 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). 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. George Clooney Nespresso campaign A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. Creative strategies promote publicity, public relations, personal selling and sales promotion. Another key limitation of the study is its highly descriptive nature that does not allow for a high level analysis. 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 acute need segment of Taylor’s model is largely based on consumers’ immediate needs. 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. The study employed Taylor’s (1999) six-segment message strategy wheel as a model for this investigation. Taylor (1999) identifies this segment as one that has a duel role of both providing consumers with cues on why the product will satisfy their needs and the role of reminding the consumers to continue purchase in order to establish and maintain the brand consumption habit. It helps us in the creation of new ideas, the ideas which are able to take over a whole market or transformation of old concepts, which have no place in this modern market. Creative Strategies was one of the first market research firms in Silicon Valley. CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Sexuality was the second most common advertising appeal as it was used in more than 28% of viral ads. 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