Title: Advertising message strategy analysis for award-winning digital ads

Authors: Ioanna Yfantidou; Kyriakos Riskos; George Tsourvakas

Addresses: Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece ' Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece ' Aristotle University of Thessaloniki, Egnatias 46, 546-42, Thessaloniki, Greece

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.

Keywords: advertising; Clio Awards; international marketing; message strategy; digital advertising.

DOI: 10.1504/IJTMKT.2017.091741

International Journal of Technology Marketing, 2017 Vol.12 No.4, pp.340 - 355

Received: 16 Feb 2017
Accepted: 15 Jun 2017
Published online: 14 May 2018 *

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