No Slogan versus with Slogan: The Different Message Strategies for New Product Digital Video Ads

ABSTRACT Purpose Interestingly, some new product digital video ads use slogans, while some do not. This study aims to identify the similarities and differences between the message strategy elements used in two types of new product video advertisements (no slogan vs. slogan). In addition, it attempts to examine how product innovation newness may moderate the influence of video advertising (no slogan vs. slogan) on the presentation frequency of various elements of the message strategy. Methodology/Approach This study employed content analysis method to confirm the special features of the message strategy for the digital video ads. 1070 digital video advertisements of six technology-driven companies’ new products published on the YouTube website’s corporate accounts in the two-year period from 2018–2019 were collected. Findings This study clarified the ambiguous relationship between message strategy and creative strategy and confirmed the theoretical framework of an advertising message strategy. The results of a content analysis revealed that the presentation frequency of elements of the message strategies for the two types of new product digital video ads (no slogan vs. slogan) were significantly different and confirmed the moderation effect of the product innovation newness. Research Implications Extant literature has mostly confirmed the theoretical value and practical significance of advertising slogans. However, there are few studies on advertising message strategies with or without slogans. Our research attempts to provide a theoretical basis for new product video advertising message strategies with or without advertising slogans. Practical Implications When designing video ad copy, advertisers should have the awareness of integrating the four elements of message strategy for systematically planning. When the advertisers choose to use video ads with slogans, they should adopt more rational appeals, creative elements, information cues, and execution elements. The video advertisements of the two groups of new products (INP vs. RNP) differ significantly in the elements presented by the message strategy in the context of whether there are advertising slogans. Originality/Value/Contribution This is the first study that examines the similarities and differences between the presentation frequency of various message strategic elements of the two types of digital video advertisements (no slogan vs. slogan). In addition, it examined the influence mechanism of advertising slogans on the four elements of message strategy.