From subservient chickens to brawny men: a comparison of viral Advertising to television advertising

This study sought to examine and define a division of Electronic Word-of-Mouth (eWOM) known as viral advertising.
  

From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising

Lance PorterLouisiana State University

Guy J. GolanLouisiana State University

INTRODUCTION

Recent media reports have heralded the end of advertising as we know it. With the increasing penetration of digital video recorders (DVRs), the New York Times and Wall Street Journal both recently declared that the future of the 30-second spot is in doubt (Manly 2005; Steinberg 2004). A current Yankelovich survey (Wegert 2004) found that 65 percent of consumers feel bombarded with too many advertising messages, and 60 percent have a more...

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