Advertising message strategy analysis for award-winning digital ads
by Ioanna Yfantidou; Kyriakos Riskos; George Tsourvakas
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 4, 2017

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 analysed. The results indicate that the ritual view is dominant across all organisational types and product categories regardless of the country of origin. However, the finding supports that award winning marketers prefer to either alter consumers' social profile or advertise rational information for their products.

Online publication date: Tue, 24-Apr-2018

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