Tools
Tools
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
|
Text
Advertising message strategy analysis for award-winning digital ads.pdf - Accepted Version Download (560kB) | Preview |
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 (from Sep 19) |
| Publisher: | Inderscience Publishers |
| Date Deposited: | 11 Sep 2020 12:00 |
| Last Modified: | 04 Sep 2021 06:41 |
| DOI or ID number: | 10.1504/ijtmkt.2017.091741 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/13628 |
 |
View Item |