The Effectiveness of Commercial and Online Viral Advertising: Influencing Undergraduates to Try the Cronut

Topics: Advertising, Viral marketing, Word of mouth Pages: 8 (2967 words) Published: December 15, 2013

The Effectiveness of Commercial and On-Line Viral Advertising: Influencing Undergraduates to Try the Cronut

Introduction

There are key factors in viral advertising that need to be addressed in order to come up with a successful campaign (Wright et al., 2010). Print advertising is more effective in the long run compared with Television Commercials, which are more effective in the short term (Tellis et. al., 2011). In commercial advertising, strategic planners and marketers need to consider their desired outcome in order to focus their time and budget on the right medium of advertising they will be using. Commercial advertising, mainly television commercials, in comparison to viral advertising is more effective in generating awareness and is equally as effective in generating purchase intent (Rubinson, 2009). However, no literature tackled viral advertising through word of month in modern day social networking such as Facebook and Instagram. In this research, college students will be defined as the target audience of my research question, between the ages of 15 and 23. Viral advertising will be defined as the form of advertising that is most commonly executed online. In this research it comprises personal posts through social networking sites such as Facebook, Instagram, and Twitter. Commercial advertising will be defined as a form of advertising executed through multiple ways such as Out Of Home advertising, posters, and television commercials. Word of mouth will be defined as a component of viral advertising as a way for products to gain popularity and generate purchase intent in the absence of commercial advertising. Cronuts will be defined as a croissant-donut hybrid made popular by a restaurant in New York and has become a trend in the Philippines. Literature Review

A number of research studies are devoted to viral advertising and its effectiveness. Social media such as Facebook, Instagram, Twitter, and Tumblr, are tools to execute viral advertising. In order to break away from the clutter of commercial advertising, marketers delve into viral advertising for more personal strategies and to form relationships with the consumers (Wright, Khanfar, Harrington, & Kizer, 2010). In the business world, viral advertising is known to be one of the leading forms of communication (Smith, Coyle, Lightfoot & Scott, 2007). On the other hand, the effectiveness of Commercial advertising through the use of billboards, television commercials and radio commercials has declined over time (Rubinson, 2009). Studies on Viral Advertising

Like any other form of advertising, there are principles that need to be considered when using viral advertising. Dee Allsop, Bryce Bassett, and James Hoskins (2007a) studied viral advertising, delving into the factors that affected viral advertising through the use of the Bayesian belief and other methods. The researchers (Allsop et al., 2007a) discussed principles that are necessary for successful viral advertising: viral advertising operates in a dynamic environment, is based on personal preferences and emotion, and involves both negative and positive feedback. The Bayesian Belief Networks also showed that next to personal experiences, word of mouth was considered as the source with the highest credibility and influence when assessing consumer perceptions toward businesses (Allsop et al., 2007a). However, the word-of-mouth phenomenon is complex and cannot be directly controlled, so that better business productivity is not always guaranteed in viral marketing (Allsop et al., 2007a).

Ted Smith, James Coyle, Elizabeth Lightfoot, and Amy Scott (2007b) conducted a survey targeting CNET Network brand site visitors, participants who had authentic web cookie for their visit to the brand in the last 120 days. In the survey, the researchers (Smith et al., 2007b) aimed to measure the influence of behavior of the...

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Lavidge, R. J. & Steiner, G. A.(2000). A Model for Predictive Measurements of Advertising Effectiveness. Advertising & Society Review 1(1), Advertising Educational Foundation. Retrieved October 7, 2013, from Project MUSE database.
Rubinson, J. (2009). Empirical Evidence of T.V. Advertising Effectiveness. Journal of Advertising Research, 49(2), 220-226. Retreived from http://www.warc.com.
Sethuraman, R., Tellis, G., & Briesch, R. A. (2011a). How Well Does Advertising Work? Generalizations from Meta-analysis of Brand Advertising elasticities.Journal of Marketing Research, 48(3), 457-471. Retrieved from http://www.ama.org/.
TJD. (2013, September 17). Pinoys Trust Word-of-Mouth More than Traditional, Online Ads – Nielsen. Yahoo! Philippines News. Retrieved from http://ph.news.yahoo.com/
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Wright, E., Khanfar, N
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