These represent the six strategy segments of Taylor’s model (1999). This strategy is largely based on individual needs for respect or recognition through consumption. This advertising strategy introduces another person into the purchasing decision. Examples of products that are typically advertised using the acute need approach include replacement parts such as batteries or tires. The penetration of high‐speed Internet infrastructure into consumers’ homes during the early part of the decade changed the very nature of online advertising. According to Taylor (1999) the role of communication in this segment is to inform and persuade (based on logic). 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. (. 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. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. These results indicate that at present, advertising practitioners view viral advertising as primarily useful for branding. Porter and Golan (2006) identified differences in the use of advertising appeals not only across media (television versus viral) but also across industry. The authors found that most viral advertisements included one or more of the following advertising appeals: sexuality, humor, violence, or nudity. Thus many ads that are not entertaining and might even be annoying (for example used car ads) are often successful thanks to continuous exposure. Any advertising messages that directly appeals to consumers’ senses will fall under this segment. With the ability to watch 30-plus-second advertisements at high quality resolution, consumers are not only the end users of online advertising but can also play a role as essential players in the distribution of the ads. 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. Creative Strategy in Advertising, 9th Edition Paperback – January 1, 2008 by Drewniany/Jewler (Author) 3.7 out of 5 stars 2 ratings. 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. These finding point to both of these advertising appeals as the main meme factors that make viral ads “viral”. Here, we cover 14 strategies you can try right away. CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Taylor’s six segment strategies in viral ads (n = 360). Take Alka-Seltzer's commercial; 'Mama Mia! Examples of products that may be advertised using the ritual approach include coffee, cereal, and household products. Research into advertising creative strategies has yielded a basic classification of advertisements as either informational or transformational. The current study will attempt to advance knowledge of what viral advertising by incorporating this line of research into a broader advertising perspective that is based on Taylor’s model of advertising strategies (1999). Creative agencies can perform any number of functions for clients; from strategy and design, to technology or … The latest and newest of the online word of mouth advertising techniques is known as viral advertising. starts with developing an understanding of where a particular product or service currently stands in the marketing In an advertising campaign, strategy is … As noted, the current study applied and tested Taylor’s six‐segment strategy wheel as a model for the analysis of viral ads. 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. He applied the message strategy wheel as a tool for analyzing these changes in message strategies. 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. A combination of the two views was employed in 18.6% of the viral ads. RQ#3: Do viral advertisements base their creative message strategies on the ritual strategy more than they do on the transmission message strategy? Cunningham and Jenner (2003) integrated Taylor’s six segment message strategy wheel into political science research. 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 current study will focus on one of the newest and perhaps more controversial methods of WOM advertising on the Internet- Viral Advertising. This segment refers to an advertising approach that stresses the role of a product in a consumer’s routine. Viral advertising does not relate to the dissemination of computer viruses to users nor does it relate to spam e-mail advertising. Tesco HomePlus Table 1 indicates that humor was by far the most commonly utilized advertising appeal in the viral ads as it was incorporated in 91% of the ads. Two major factors differentiate between viral advertising and television advertising. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. As originally identified and coined as a phenomenon that extends way beyond simply network-enhanced word-of-mouth viral marketing has changed the very nature of online WOM (Jurvetson, 2000). The study applies Taylor’s (1999) six-segment message strategy wheel as a tool for analyzing viral ads. Examples of products that are typically advertised using the ration approach include computers and cars. A practical product assessment, market definition, media analysis, and budgetary choices result in an excellent advertising plan, which is part of your marketing plan. Advertising professionals can use methods like ours to identify where to direct their creative energies to best effect. The prominence of this approach will likely advance rather than wane. Electronic Word‐of‐Mouth via Consumer‐Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Go Local. 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. 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. 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 author analyzed 81 reports of message strategy changes as reported in Advertising Age between 2001–2003. This advertising strategy introduces another person into the purchasing decision. TAG Creative Strategy is a full service strategic marketing, advertising, communications & event management agency in Thunder Bay, Ontario. This viral component is referred to in both professional and academic research of viral marketing as the Meme (Dawkins, 1976; Godin, 2001). 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. The role of the marketing strategy is to give Traditionally, WOM has been defined as the “Oral, person to person communication between receiver and a communicator whom the receiver perceives as noncommercial, concerning a brand, a product or a service” (Arndt, 1967, p. 3). Oxford University Press is a department of the University of Oxford. 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. 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. Golan is a partner in the Keta-Keta viral advertising agency, Tel-Aviv, Israel. This finding is consistent with Porter and Golan’s (2006) study that found that humor and sexuality were the predominant advertising appeals used in viral advertising. The study will attempt to add to the scholarship on Taylor’s model by providing one of the first empirical analyses of the model in regards to online advertising. 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. As noted by Porter and Golan (2006), there is much confusion about the definition of viral marketing as both professionals and scholars use the terms viral marketing, stealth marketing, buzz marketing and viral advertising interchangeably. 1 University of Florida ADV6503 Advertising Creative Strategy and Research Spring 2017, (T, P:3-5/9:35A – 12:35P) Instructor: Dr. Cynthia Morton Office Hours: … If you do not receive an email within 10 minutes, your email address may not be registered, 1. Making people feel really good about a product is called affective advertising. Spice up your content marketing with these 13 types of creative content marketing — and learn why they work. 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. The use of a convenience sample rather than a random sample was based on the lack of a comprehensive database or source that gathers vial ads. The final segment under Taylor’s ritual view is the sensory segment. 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. You don’t want to overwhelm the creative team with too much information, they say. Ad function- Was the ad’s primary purpose branding, call for action or to provide information about the product or service. Advertising function in viral advertisements. 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. Watch our Creative Crash Course webinar for even more tips and trends. 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. 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. Examples of such products are any food or beverage products along with household products and cellular phones. 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. 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. 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. 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’ … 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. This strategy is largely based on individual needs for respect or recognition through consumption. This coding was based on the Porter and Golan (2006) study. 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. In the early 1940s, which was the beginning of advertisement and therefore strategies were created starting with the two weakest strategies like the generic and pre-emptive strategies. It represents one of the first empirical investigations of the viral advertising phenomenon. Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. 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. 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 a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. Creative Website Marketing Strategies for Entrepreneurs. 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). 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. 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. Creative strategy (macro)‐ was the ad based on a ritual view, transmission view, or a combination of the two. 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). Turn your ideas into epidemics by helping your customers do the marketing for you, Corporate Web Sites as Advertising: An Analysis of Function, Audience and Message Strategy, Viral marketing – establishing customer relationships by ‘word‐of mouse.’. 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). Any advertising messages that directly appeals to consumers’ senses will fall under this segment. 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. The study employed Taylor’s (1999) six-segment message strategy wheel as a model for this investigation. Although many use a set strategy, it is important to take creative risks to make a unique breakthrough and be noticed. Moving beyond this dichotomous taxonomy, Taylor (1999) introduced the six-segment message strategy wheel as a model for analyzing advertisements. If you really want to stand out, consider the following: Research question number three asked if viral advertisements based their creative message strategies on the ritual view more than they did on the transmission message view? Rather, several leading Fortune 500 advertisers have taken to viral advertising as a method for reaching audiences. 1. As noted by Porter and Golan (2006), there is much confusion about the definition of viral marketing as both professionals and scholars use the terms viral marketing, stealth marketing, buzz marketing and viral advertising interchangeably. CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. 712 7 Facts of Creative Strategy Transform Product • Branding • Image advertising is used to create a representation in the customer’s mind • Associations Drive Action • A signature that serves to identify the company or brand • Also serves as a call to action if it gives direction to the consumer about how to respond a strategy was used or not used in the ad, these included ration, acute need, routine, ego, sensory and social. Viral ads were not absent of the transmission view approach as nearly a quarter of the viral advertisements employed the ration strategy. A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. 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. An advertising strategy is a plan to reach and persuade a customer to buy a product or a service. (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. The results indicate that sensory (1.6%) and routine (1.4%) were rarely employed strategies in viral advertisements. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. 1. 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. This coding was based on the Porter and Golan (2006) study. 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. 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. This finding is consistent with Porter and Golan’s (2006) study that found that humor and sexuality were the predominant advertising appeals used in viral advertising. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. As someone with a company that specializes in nontraditional advertising, I have found that it’s becoming increasingly important for businesses to find new and innovative types of advertising to reach their customers. 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. Developing the creative strategy typically begins by identifying the big idea (also known as the creative concept that will establish the intended product position in the minds of the customer. 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). Viral ads were not absent of the transmission view approach as nearly a quarter of the viral advertisements employed the ration strategy. Lior Zaidner is a graduate student of marketing at the University Of Westminster in London. The promise of self-acceptance Many advertisers will associate their products with things that people want out of life, such … Appeals used in viral Advertisements (n = 360). 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. He applied the message strategy wheel as a tool for analyzing these changes in message strategies. Creative Strategies Idea Management for Marketing, Advertising, Media and Design Mario Pricken. 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 ego segment of Taylor’s model refers to the advertising strategy in which a brand or a company appeals to consumers egos. What is Seven Strategies Creative Tactics for Print Advertising? However, as the viral advertising phenomenon will further develop, practitioners may find ways to use viral ads as vehicles leading to user action. For decades, communication scholars have researched what perhaps may be the oldest and most established advertising technique- word of mouth advertising (WOM). Study results point to several key finding. The social segment of Taylor models shifts away from the individual and towards the collective. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. The promise to feel secure. Viral ads enjoy no such luxury since they are distributed via e-mail messages. Basically all these creative strategies are found in television, radio, billboards, newspapers and magazines. The introduction of online viral advertising resulted from the penetration of broadband high‐speed Internet connections to homes all around the globe during the early years of the past decade. Furthermore, the researchers found that high-revenue companies used the transformational strategy more often than low-revenue companies. In layman terms, it could be argued that viral advertising strategies target users through the gut rather than the brain. Nyilasy (2005) argued that the introduction of WOM into the CMC environment presents a major challenge to scholars who must redefine WOM as it enters into the realm of online communication. Examples of such products are any food or beverage products along with household products and cellular phones. The ration segment of Taylor’s model is based on consumers’ need for information. These include but are not limited to Burger King, Anheuser-Busch, Volvo, Microsoft, and Long John Silver’s (Howard, 2005). 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. 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. RQ#4: Which of six segments on Taylor’s wheel were most commonly used in viral advertisements? 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. The results in Table 5 indicate that such indeed was the case. A … Lior Zaidner is a graduate student of marketing at the University Of Westminster in London. 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 study’s results also shed some light on the general nature of viral advertisements as vehicles for branding campaigns. Future studies should provide more sophisticated analyses of the viral advertising phenomenon. 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. RQ#4: Which of six segments on Taylor’s wheel were most commonly used in viral advertisements? Viral advertisements for some of the product categories based their creative strategies on the ritual view more predominantly than on the transmission view. Within the context of that assignment, any ad that is then created should conform to that strategy, even if you switch agencies. These strategies are developed to meet the advertising goals and objectives. In order to ensure intercoder reliability a second coder recoded 10% of the ads. 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. The acute need segment of Taylor’s model is largely based on consumers’ immediate needs. Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? 1. The current study attempted to fill in the tapestry on viral advertising research by providing one of the first empirical investigations of this new online advertising phenomenon. Research question number four asked which of six segments on Taylor’s wheel were most commonly employed in viral advertisements. Such knowledge will be beneficial to better understand the very nature of this new and unique online advertising medium. These could be identified as the “meme” components of these viral ads. Porter and Golan (2006) identified differences in the use of advertising appeals not only across media (television versus viral) but also across industry. This strategy is unique from almost any other online advertising formats as consumers receive ads from friends rather than from the advertisers themselves. Watch our Creative Crash Course webinar for even more tips and trends. Moving beyond this dichotomous taxonomy, Taylor (1999) introduced the six‐segment message strategy wheel as a model for analyzing advertisements. Your creative strategy provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Traditionally, WOM has been defined as the “Oral, person to person communication between receiver and a communicator whom the receiver perceives as noncommercial, concerning a brand, a product or a service” (Arndt, 1967, p. 3). 7. Your strategies of advertising require creative thinking and testing. 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. Please check your email for instructions on resetting your password. While viral advertising is still in its relative infancy, it is in no way limited to smaller advertisers. Examples of products that may be advertised using the social strategy are jewelry, greeting cards, holiday gifts, etc. George Clooney Nespresso campaign Focus on online shopping and deals Online shopping will continue to Campaigns are the episodes: they are how the creative strategy gets expressed across a range of channels over time – from advertising to content marketing to social media to direct marketing and so on. 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). 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