A new study has identified the differences between viral and non-viral advertising and provides guidance for advertisers on the design process and strategic objectives.

The findings by Juliana Fernandes, University of Florida College of Journalism and Communications Advertising assistant professor, and Florida International University associate professor Sigal Segev are featured in “The Persuasion Cues that Make Video Advertising Go Viral: A Conceptual Replication and Extension Comparing Viral vs. Non-Viral Advertising” published in the Journal of Marketing Communications on July 11.

Based on the research, the authors suggested that advertisers should focus on designing viral ads when the objective of the ad is to promote a brand image, reinforce an existing image or raise awareness for a brand such as when launching a new brand or brand extensions. Advertisers should focus on creating positive-oriented content that includes humor, pleasure, surprise, magic or fantasy as these were found to characterize viral ads the most.

Posted: July 11, 2024
Category: College News
Tagged as: Advertising, Journal of Marking Communications, Juliana Fernandes, Viral and Non-Viral Ads