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Advertising message strategy analysis for award-winning digital ads

Yfantidou, I, Riskos, K and Tsourvakas, G (2018) Advertising message strategy analysis for award-winning digital ads. International Journal of Technology Marketing, 12 (4). ISSN 1741-878X

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Abstract

In anticipation of increasing interest in digital advertising, the present study examines the message strategy of digital CLIO award winning advertisements over a period of nine years. A sample of 291 digital ads (including TV, film, social media, mobile and Facebook ads) from Clio awards was content analyzed. The results indicate that the ritual view is dominant across all organizational types and product categories regardless of the country of origin. However, the finding support that award winning marketers prefer to either alter consumers‟ social profile or advertise rational information for their products.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Inderscience Publishers
Date Deposited: 11 Sep 2020 12:00
Last Modified: 11 Sep 2020 12:00
DOI or Identification number: 10.1504/ijtmkt.2017.091741
URI: https://researchonline.ljmu.ac.uk/id/eprint/13628

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