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The Viral Fingerprint: A Content Analysis Of Popular Viral Advertisements, Thomas Grant Broadus Ii
The Viral Fingerprint: A Content Analysis Of Popular Viral Advertisements, Thomas Grant Broadus Ii
Master's Theses
This paper presents an analysis of 280 online videos that appeared on the Advertising Age weekly chart of the top ten viral videos of the week; the videos appeared on the chart from March 23rd 2009 to March 9th 2011. The videos were analyzed along four areas of observation including the advertiser characteristics, the formatting characteristics of the video, the messaging strategies of each video, and the level of involvement the product would require for a consumer to make a purchase. Through examining the components of each video, a thread of commonality was revealed. Cumulatively, the dominant themes and characteristics …
Promoting A Benefit Concert With Digital Media, Aubrea Felch
Promoting A Benefit Concert With Digital Media, Aubrea Felch
Graphic Communication
The introduction of digital media in mass communication and advertising had a powerful impact on the event planning industry, specifically in the promotion of benefit concerts. Not only can digital media promote an event, but it can also help event coordinators establish an image for themselves, be used as a means of benefiting those who have donated to the cause, and enhance the event itself. All digital media can be put into several different classifications: digital audio, digital video, digital photography, Internet technology, and interactive Internet applications. This study asks the question: In what ways can an event planner use …