Creative Message Strategies Used in the Digital Advertisements: A Content Analysis in the Context of the Six-Segment Message Strategy Wheel (Dijital Reklamlarda Başvurulan Yaratıcı Mesaj Stratejileri: Altı Segmentli Mesaj Strateji si Çarkı Bağlamında Bir İçerik Analizi)

Selin Köksal Araç
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Selin Köksal Araç: Cukurova University

Business and Economics Research Journal, 2023, vol. 14, issue 4, 541-556

Abstract: The most popular advertisements listed on YouTube Ads Leaderboard Turkey between 2017 and 2022 were examined through content analysis in this study. Advertising contents that attract the most attention by consumers were analyzed based on the “six-segment message strategy wheel†. The digital advertisements were examined within the framework of informative message strategies that are (1) rational, (2) acute, (3) routine and within the framework of transformational message strategies that are (4) sensory, (5) social, and (6) ego. Research findings show that rational, social, sensory, and ego sub-strategies are mainly used in most popular digital advertisements and brands give weight to the transformational strategy as the main creative message strategy. One of the most distinctive features of the most watched digital advertisements is the effective use of music. Rhythmic elements that are compatible with the creative message strategy and that attract the attention of the target audience come to the fore in popular digital advertisements. Research findings are important in terms of defining the basic features of changing advertising and determining the trends in digital advertisements that consumers are most interested in.

Keywords: Digital Advertisement; YouTube Ads; Six Segment Message Strategy Wheel; Creative Message Strategy; Content Analysis (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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