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. These could be identified as the “meme” components of these viral ads. 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. This penetration of high‐speed communications infrastructure in to the homes of consumers gave birth to a new format of word of mouth advertising via computer moderated channels. 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. 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. Learn creative strategy advertising with free interactive flashcards. The social segment of Taylor models shifts away from the individual and towards the collective. The authors found that most viral advertisements included one or more of the following advertising appeals: sexuality, humor, violence, or nudity. In addition, they also analyzed the websites for all 40 national advertisers that ran ads during the Super Bowl. Examples of such products are any food or beverage products along with household products and cellular phones. 1. 7. 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. The creative strategy explains how the advertising campaign will address the advertising objectives. The acute need strategy (16.4%) and the social strategy (16.1%) were also commonly used in viral ads. 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). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? 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.”. Rather, several leading Fortune 500 advertisers have taken to viral advertising as a method for reaching audiences. 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. CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Discover how we can collaborate to transform the way your business performs. The study content analyzed 360 viral advertisements in an attempt to understand the creative advertising appeals and strategies used in viral ads. Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement 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. Copyright © 2020 International Communication Association. 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. Published: February 2016 As a Creative Marketing Agency in Newcastle, Urban River have always known and embraced the power of great marketing campaigns.We’ve pulled together our favourite list of the best creative marketing examples around, covering the full range video, web and print channels to show there’s always a place for great creative … Examples of products that may be advertised using the ritual approach include coffee, cereal, and household products. The study content analyzed 360 viral advertisements in an attempt to understand the creative advertising appeals and strategies used in viral ads. The promise to feel secure. 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). 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). Two major factors differentiate between viral advertising and television advertising. Price New from Used from Paperback "Please retry" $16.90 — $12.85: Paperback In order to ensure intercoder reliability a second coder recoded 10% of the 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. 1. Taylor’s six segment strategies in viral ads (n = 360). The study applies Taylor’s (1999) six-segment message strategy wheel as a tool for analyzing viral ads. Appeals and Execution Once the major selling idea has been agreed upon, the creative team will then turns its attention to determining the specific type of appeal and execution style that will be used to carry out the creative concept. We’re going to give you some specific ideas for 14 different creative marketing strategies that you can use to shake things up and enhance the campaigns that you’ve already got up and running. They go on to explain that, “by generating word of mouth to create ‘authentic experiences,’ viral marketing attempts to harness the strongest of all consumer triggers—the personal recommendation.” (p. 9). 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. Creative strategy (macro)- was the ad based on a ritual view, transmission view, or a combination of the two. 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 ads were not absent of the transmission view approach as nearly a quarter of the viral advertisements employed the ration strategy. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. 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. In an advertising campaign, strategy is … 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. Within the context of that assignment, any ad that is then created should conform to that strategy, even if you switch agencies. The current study will apply Taylor’s six‐segment strategy wheel in the analysis of viral advertisements. If you do not receive an email within 10 minutes, your email address may not be registered, 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. The current study is of an exploratory nature. Go Local. This advertising strategy introduces another person into the purchasing decision. 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. This segment refers to an advertising approach that stresses the role of a product in a consumer’s routine. The results indicate that the majority of viral ads were designed for branding rather than calling for action or the dissemination of product or brand information. 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. 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. The results indicate that sensory (1.6%) and routine (1.4%) were rarely employed strategies in viral advertisements. Wiley International Encyclopedia of Marketing, Journal of Computer-Mediated Communication, 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. Table B: The intensity of each creative advertising strategy. Creative strategies are supporting framework for internal communication in advertising agencies. These could be identified as the “meme” components of these viral ads. True, you don’t want to dump a bunch of 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… 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. 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). All you need is a bit of help to kick your marketing strategy back on track. Although many use a set strategy, it is important to take creative risks to make a unique breakthrough and be noticed. 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). e.g. See all formats and editions Hide other formats and editions. 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. As suggested by Table 2, ad branding was identified as the key ad function of viral ads by the Porter and Golan (2006) study. 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. 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. RQ#3: Do viral advertisements base their creative message strategies on the ritual strategy more than they do on the transmission message strategy? Advertising function in viral advertisements. This coding was based on the Porter and Golan (2006) study. Such knowledge will be beneficial to better understand the very nature of this new and unique online advertising medium. This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. RQ#2: What were the advertising functions of the viral ads? First, viral advertising does not require any media buying. 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). a strategy was used or not used in the ad, these included ration, acute need, routine, ego, sensory and social. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. Watch our Creative Crash Course webinar for even more tips and trends. 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. 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. Copy Platform – A copy platform provides a plan or checklist that is useful in guiding the development of an marketing communication message or campaign. Another key limitation of the study is its highly descriptive nature that does not allow for a high level analysis. 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 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. Looking for creative marketing strategies you can use to bring in new business? Creative Strategies Idea Management for Marketing, Advertising, Media and Design Mario Pricken. Take Alka-Seltzer's commercial; 'Mama Mia! The prominence of this approach will likely advance rather than wane. As a relatively new advertising phenomenon, viral advertising has received limited attention from mass communication scholars. 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. According to Taylor (1999) the role of communication in this segment is to inform and persuade (based on logic). The ego segment of Taylor’s model refers to the advertising strategy in which a brand or a company appeals to consumers egos. 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). Porter and Golan (2006) identified differences in the use of advertising appeals not only across media (television versus viral) but also across industry. Advertising and its possible strategies are a subset of marketing and its related strategies. If you really want to stand out, consider the following: 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. Taylor’s model is applicable to viral advertising based on the highly creative strategies on which all viral advertising strategies are based. 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. Examples of online WOM communication include chat rooms, instant messaging, listservs, webpages and consumer forums. The results indicate that the majority of viral ads were designed for branding rather than calling for action or the dissemination of product or brand information. 4 Creative Strategies For Offline Advertising Stand out from the crowd with these strategies. Examples of products that are typically advertised using the acute need approach include replacement parts such as batteries or tires. RQ#4: Which of six segments on Taylor’s wheel were most commonly used in viral advertisements? 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 Economist. 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). 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? POSH Creative Strategies is a Creative and Marketing Agency. That's a spicy meatball!' 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. Focus on online shopping and deals Online shopping will continue to The study’s results also shed some light on the general nature of viral advertisements as vehicles for branding campaigns. The current study provides one of the first empirical investigations of viral advertising. The social segment of Taylor models shifts away from the individual and towards the collective. Examples of products that may be advertised using the social strategy are jewelry, greeting cards, holiday gifts, etc. 2004). 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. Here, we’re sharing four strategies for better ad creative in this transitional time. 1. Creative content examples come in many shapes and forms. 2007). 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. The current study provides one of the first empirical investigations of viral advertising. Online shopping will continue to dominate in 2020 as shoppers try to limit their exposure to large crowds. The author analyzed 81 reports of message strategy changes as reported in Advertising Age between 2001–2003. The message must be consumer oriented in meeting consumer needs or wants and must offer the desired consumer benefit, otherwise even a brilliant advertising strategy will not succeed. Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. The results also indicated that most viral ads employed the ego strategy accounting for more than 50% of total ads. The ration segment of Taylor’s model is based on consumers’ need for information. Two major factors differentiate between viral advertising and television advertising. Creative agencies can perform any number of functions for clients; from strategy and design, to technology or … (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. George Clooney Nespresso campaign 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. An advertising strategy is a plan to reach and persuade a customer to buy a product or a service. According to Taylor’s six-segment model, the transmission view is composed of three segments: ration, acute need, and routine, while the ritual view is composed of the ego, social, and sensory segments. The authors found that routine was the most widely used message strategy in corporate websites followed by ego, ration, and the social strategies. For full access to this pdf, sign in to an existing account, or purchase an annual subscription. Creative strategies are developed by the creative teams of the ad agency. One may argue that the Moveon.org campaign was effective in encouraging voter registration and turnout during the 2004 U.S. presidential campaign. Marketing Communication Appeals The marketing communication appeal refers to the basis or approach used in… Examples of products that may be advertised using the social strategy are jewelry, greeting cards, holiday gifts, etc. The promise of self-acceptance Many advertisers will associate their products with things that people want out of life, such … The purpose of the campaigns is to animate the creative strategy into tangible storylines for … 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. Study results point to several key finding. 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 … Here, the role of advertising is to place the consumption of a product within a social situation. 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. 1. (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. Based on McLuhan’s (1964) assertion that the medium is the message, it could be argued that the creative/message strategy of any viral ad will be largely determined by its meme factor. 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. Take Alka-Seltzer's commercial; 'Mama Mia! The results in Table 5 indicate that such indeed was the case. Thus, we examined if the primary functions of the viral ads was branding, call for action or to provide information? 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. Basically all these creative strategies are found in television, radio, billboards, newspapers and magazines. 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 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. 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. The authors found that most viral advertisements included one or more of the following advertising appeals: sexuality, humor, violence, or nudity. To be effective, advertising messages must: Be integrated with other promotional activities â ¦ Skills required:Communication, personable, creative, marketing, strategy, negotiation, analytical, aware of market trends, research, teamwork, writing and presenting. 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. Search for other works by this author on: 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! 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. Hailing from Mbombela, we aim to work closely with you, whether you're a start up or are an already established brand. The third and strongest form of creative strategy includes affective advertising and resonance advertising. 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. 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. Ad function‐ Was the ad’s primary purpose branding, call for action or to provide information about the product or service. 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. A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. and you may need to create a new Wiley Online Library account. 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. 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? 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). Creative strategies promote publicity, public relations, personal selling and sales promotion. Getting creative with your marketing campaigns can help your business attract new customers. Within this segment, advertisers appeal to consumers’ senses of smell, touch, hearing, taste, or sight. As noted, the current study applied and tested Taylor’s six‐segment strategy wheel as a model for the analysis of viral ads. Research into advertising creative strategies has yielded a basic classification of advertisements as either informational or transformational. Here, consumers are limited on time and the advertiser attempt to build brand recognition and familiarity. Taylor’s model moves beyond the dichotomous approach to advertising as he identified three subcategories within each of the two dimensions thus offering a more sophisticated tool for analyzing advertising messages. 10 Creative Marketing Examples. Research Question number one asked what advertising appeals were most frequently used in viral advertisements? In layman terms, it could be argued that viral advertising strategies target users through the gut rather than the brain. ) six‐segment message strategy wheel into political science research relations, personal and. 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