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. CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. 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). Creative Website Marketing Strategies for Entrepreneurs. The final segment under Taylor’s ritual view is the sensory segment. The purpose of the campaigns is to animate the creative strategy into tangible storylines for … 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). It uses Taylor’s six-segment message strategy wheel as a theoretical framework. Creative Strategies In Advertising Marketing Essay 3321 words (13 pages) Essay 1st Jan 1970 Marketing Reference this Disclaimer: This work has been submitted by a university student. This function or purpose can satisfy the person’s emotional need in the following areas: 1. 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). Viral advertising competes daily with thousands of video clips that are user generated rather than professionally produced. Although many use a set strategy, it is important to take creative risks to make a unique breakthrough and be noticed. Rather, viral advertising refers to an advertising technique in which video advertisements are distributed from one user to another via e-mail forwarding. He applied the message strategy wheel as a tool for analyzing these changes in message strategies. 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. 2. Study results point to several key finding. Two major factors differentiate between viral advertising and television advertising. 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. 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. The current study will focus on one of the newest and perhaps more controversial methods of WOM advertising on the Internet‐ Viral Advertising. 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. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. Copyright © 2020 International Communication Association. Taylor (2005) offered another empirical test of his model. 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. TAG Creative Strategy is a full service strategic marketing, advertising, communications & event management agency in Thunder Bay, Ontario. 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. March 10, 2020. 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. The full text of this article hosted at iucr.org is unavailable due to technical difficulties. e.g. 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. While viral advertising is still in its relative infancy, it is in no way limited to smaller advertisers. Marketing Communication Appeals The marketing communication appeal refers to the basis or approach used in… The study applies Taylor’s (1999) six-segment message strategy wheel as a tool for analyzing viral ads. One of the limitations has to do with the fact that the sample that is used in the study is a convenience sample rather than a random sample. The study applies Taylor’s (1999) six‐segment message strategy wheel as a tool for analyzing viral ads. 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 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). 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. 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. Belonging to a certain group or feeling accepted. 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. Online shopping will continue to dominate in 2020 as shoppers try to limit their exposure to large crowds. The study attempts to identify and highlight the main advertising appeals in creative strategies in viral advertising. 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. These include but are not limited to Burger King, Anheuser-Busch, Volvo, Microsoft, and Long John Silver’s (Howard, 2005). 1. The results indicate that sensory (1.6%) and routine (1.4%) were rarely employed strategies in viral advertisements. The Economist. As outlined by Taylor’s model (1999), the creative strategy wheel is defined by the transmission and ritual views that are further divided into six separate segments. Creative content examples come in many shapes and forms. The first was that humor and sexuality were the main advertising appeals used in viral ads. 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. e.g. 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. 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. This strategy is unique from almost any other online advertising formats as consumers receive ads from friends rather than from the advertisers themselves. 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. 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. Future studies should provide more sophisticated analyses of the viral advertising phenomenon. One may argue that the Moveon.org campaign was effective in encouraging voter registration and turnout during the 2004 U.S. presidential campaign. What is an advertising strategy in marketing plans? Here, we cover 14 strategies you can try right away. Creative strategy (macro)‐ was the ad based on a ritual view, transmission view, or a combination of the two. 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 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. 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. Viral ads enjoy no such luxury since they are distributed via e-mail messages. Advertising creativity is the skill of generating novel ideas that can serve as solutions to the various communication gaps. This strategy may be a function of the advertising format rather than the nature of the advertisers. 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. 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. 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. That's a spicy meatball!' Study results point to several key finding. The penetration of high‐speed Internet infrastructure into consumers’ homes during the early part of the decade changed the very nature of online advertising. What is Seven Strategies Creative Tactics for Print Advertising? 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. 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). The study’s results also shed some light on the general nature of viral advertisements as vehicles for branding campaigns. 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. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. 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. Rather, viral advertising refers to an advertising technique in which video advertisements are distributed from one user to another via e‐mail forwarding. Rather, several leading Fortune 500 advertisers have taken to viral advertising as a method for reaching audiences. 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. Within this segment, advertisers appeal to consumers’ senses of smell, touch, hearing, taste, or sight. 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. 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. A combined alpha score of .83 was calculated using the Holsi method (1969) indicating a satisfactory level of intercoder reliability. 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. These finding point to both of these advertising appeals as the main meme factors that make viral ads “viral”. Research question number four asked which of six segments on Taylor’s wheel were most commonly employed in viral advertisements. South Orange, NJ 07079, Graduate StudentUniversity Of Westminster42 Burnley Road, Willesden GreenLondon, NW10 1EJ, UK. 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? 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 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 role of the marketing strategy is to give These include but are not limited to Burger King, Anheuser‐Busch, Volvo, Microsoft, and Long John Silver’s (Howard, 2005). If you do not receive an email within 10 minutes, your email address may not be registered, While the concepts of viral marketing and viral advertising are in many ways similar, they are indeed different. Two major factors differentiate between viral advertising and television advertising. Table B: The intensity of each creative advertising strategy. As discussed in the literature review, Taylor’s model suggests that all creative advertising are based on either the transmission view, the ritual view or a combination of the two. The current study is of an exploratory nature. 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.”, © 2008 International Communication Association, Identity Collision: Older Gay Men Using Technology, Online Social Regulation: When Everyday Diplomatic Skills for Harmonious Disagreement Break Down, Digital Asymmetries in Transnational Communication: Expectation, Autonomy and Gender Positioning in the Household, Why We Don’t Click: Interrogating the Relationship Between Viewing and Clicking in Social Media Contexts by Exploring the “Non-Click”, Digital Distraction or Stimulated Self-Disclosure: Preadolescents’ Mobile Device Use in the Family Context, About Journal of Computer-Mediated Communication, About International Communication Association, Television Advertising vs. This segment refers to an advertising approach that stresses the role of a product in a consumer’s routine. As noted by Porter and Golan (2006), viral advertising is different than viral marketing. 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. The prominence of this approach will likely advance rather than wane. Tesco HomePlus ‘Modelling’ Strategy : Using aspirational high-profile personalities – celebrities and experts – to inspire or inform behaviour. 1. Marketing your creative agency can be a challenge. For decades, communication scholars have researched what perhaps may be the oldest and most established advertising technique‐ word of mouth advertising (WOM). 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. Advertisers may pay significant fees to reach a large audience for seconds at a time. Use the link below to share a full-text version of this article with your friends and colleagues. 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. Porter and Golan (2006) identified differences in the use of advertising appeals not only across media (television versus viral) but also across industry. Taylor’s model is applicable to viral advertising based on the highly creative strategies on which all viral advertising strategies are based. These results indicate that at present, advertising practitioners view viral advertising as primarily useful for branding. Advertising is the practice of paying to communicate to the public through media or physical locations. 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. 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). 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). 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. 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… Creative Strategies was one of the first market research firms in Silicon Valley. Examples of products that may be advertised using the ritual approach include coffee, cereal, and household products. The social segment of Taylor models shifts away from the individual and towards the collective. 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. Sexuality was the second most common advertising appeal as it was used in more than 28% of viral ads. Copy Platform – A copy platform provides a plan or checklist that is useful in guiding the development of an marketing communication message or campaign. Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? The acute need segment of Taylor’s model is largely based on consumers’ immediate needs. Creative Strategy in Advertising, 9th Edition Paperback – January 1, 2008 by Drewniany/Jewler (Author) 3.7 out of 5 stars 2 ratings. 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%). Research Question number one asked what advertising appeals were most frequently used in viral advertisements? 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. 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 advertising competes daily with thousands of video clips that are user generated rather than professionally produced. In addition, consumers view ads at their convenience as they choose the time and place to open and view the ads. 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. 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. (2007) found that peer to peer communication is not limited to highly involved elites but rather is predominant amongst all kinds of users. Develop a creative idea based on the selected ‘action spur’ Motivation Strategies ‘Utility’ Strategy: Advertising as a service – advertising that adds value by helping people achieve their goals (value = ability to meet my goal/cost (money, time, effort). Please check your email for instructions on resetting your password. 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. Find Giveaway Opportunities That Align With Your Brand. 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.”. CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. 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. Ad function‐ Was the ad’s primary purpose branding, call for action or to provide information about the product or service. Examples of online WOM communication include chat rooms, instant messaging, listservs, webpages and consumer forums. 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. First, viral advertising does not require any media buying. Making people feel really good about a product is called affective advertising. 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’ … A combination of the two views was employed in 18.6% of the viral ads. It represents one of the first empirical investigations of the viral advertising phenomenon. 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. Television ads often base their effectiveness on repetition. If you really want to stand out, consider the following: 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 … POSH Creative Strategies is a Creative and Marketing Agency. Getting creative with your marketing campaigns can help your business attract new customers. Creative strategies are developed by the creative teams of the ad agency. The promise of self-acceptance Many advertisers will associate their products with things that people want out of life, such … RQ#5: Did different product categories use different messages strategies in viral ads? 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. (. 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. Lior Zaidner is a graduate student of marketing at the University Of Westminster in London. 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. 3. Viral advertising does not relate to the dissemination of computer viruses to users nor does it relate to spam e‐mail advertising. 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. The first was that humor and sexuality were the main advertising appeals used in viral ads. Furthermore, the researchers found that high‐revenue companies used the transformational strategy more often than low‐revenue companies. 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