Viral Video Ads: Examining Motivation Triggers to Sharing

© 2018 American Academy of Advertising. Advertisers need a better understanding of online video sharing to design strategies for creating viral advertising. Previous studies have focused on users\u27 deeper psychological motivations for sharing online ads. This research focuses on implications of psychological motivations for content strategy. Employing an online study with millennials, it identifies significant triggers for eliciting virality for video ads (i.e., appear ahead of trends, stimulate discussion, elicit strong reactions, make a statement of uniqueness, and share positive emotions etc.). Managerial implications for applying these triggers to the content of video ads to elicit higher levels of sharing are included

Kleppner's Advertising Procedure

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Top-level agency creatives look at advertising creativity then and now

Influential writings suggest that today’s advertising is not as creative as it used to be. To explore this suggestion, the authors asked top-level agency creatives whether they believe creativity has improved, declined, or remained unchanged since they entered the advertising business. Respondents’ opinions then were grouped and compared by agreement / disagreement ratings on a series of statements associated with factors previously identified as responsible for advertising’s presumed creative decline. From the perspective of the top-level agency creatives, creativity in today’s advertising has not declined—in fact, the overwhelming majority view is that advertising is now more creative than it was when they entered the business, or at least as good. In their eyes, certain aspects of advertising creativity have changed, though not always in the direction predicted in previous writings. With one exception, agency creatives’ opinions about advertising creativity then and now were unvarying, regardless of respondent age, years of advertising experience, or agency position / title. © 1998 Taylor & Francis Group, LLC

Kleppner's advertising procedure

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Kleeppners: Advertising Procedure

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Advertising procedure

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Local Advertising Decision Makers' Perceptions of Media Effectiveness and Substitutability

In this article, we report the results of a survey designed to answer 6 questions on perceived media effectiveness and substitutability within the context of local advertising. Results from questionnaires completed by 130 local advertising decision makers reveal that (a) daily newspapers and radio are perceived as the most effective media for local advertising; (b) media interchangeability in local advertising is limited to a particular set of media options, namely, daily newspapers and radio; and (c) patterns of media effectiveness and substitutability do not vary substantially by the type of local advertiser or the amount of money spent in daily newspaper advertising. Four implications are suggested by the results.