ADUTAINMENT: Advertising as Entertainment
JellyBasket.com - JELLY by the CASE or as a GIFT BASKET.

Consorte Media Announces New Email Marketing and Video Advertising Solutions
New product offerings from leading Hispanic digital marketing company give publishers additional ways to monetize traffic and help advertisers connect with Hispanics online

Viral Marketing: Internet Marketing Strategies
First of all, I realize that anything with "viral" in the name doesn't conjure up images of something you want close by, but there is a new type of Internet marketing known as "viral marketing" is worth investigating. Despite its unflattering appellation, it is an effective Internet collaboration marketing tool, and one that is important to understand if you want to expand your business.

Social Advertising Changing Internet Marketing: Moving From Forced Advertising To Opt-In Ads
SplashCast CEO Helps Define The Emerging New Marketing Field At L.I.S.A Conference - First Forum Dedicated To Social Advertising

Viral Marketing:10 High-Impact, Viral Marketing Strategies,To Explode Your Sales
Hello, do you have any website that is not bringing in a lot of sales?Would you like to know a few smart and sharp viral marketing secrets to turn it around and explode your sales?If yes, may I offer you 10 high impact viral marketing strategies to increase your sales!Viral Marketing is allowing people to giveaway and use your free product or service in order to multiply your marketing quickly over the internet. The idea behind viral marketing is that you include your ad with the freebie people giveaway or use.

Viral Videos: Lethally Effective Advertising Carriers
Are you one of those millions out there hooked on the viral video craze? This article describes the opportunities that viral videos offer to internet marketers.

SIPA's 32nd Annual Conference Showcases Latest Internet Advertising Trends And Email Marketing Through Client Newsletters
The Specialized Information Publishers Association Will Feature Leadership Keynote Speakers (http://www.newsletters.org/Events/Annual/2008/index.htm), Jay Berkowitz, Josh Macht, Bob Bly, Chris Schroeder And Fredrick Marckini On June 1, 2008 In Washington, DC

Viral Video Evolved - Startup LonelyBloggers.com Launches With Viral Marketing Case Study
LonelyBloggers.com is proud to announce a 7 episode, 40 minute viral video series called LBTV that can be watched in it's entirety on YouTube right now. Despite recent reports that a viral video now cost up to $250,000 to produce, LonelyBloggers was able to produce our viral video series with only a $5000 budget. Internet marketers need to understand the growing importance of adding video to your marketing mix as people flock to video sharing sites like YouTube. This means potentially free website traffic as a result, all the time presenting your brand in an exciting manner. Viral Marketing has to be considered as a key part of your future marketi...

Internet Marketing and Viral Marketing Techniques
It seems as if viral marketing is one of the most successful strategies that one can employ with Internet marketing. Viral marketing is an Internet marketing practice that employs referrals, recommendations, and reviews in order to quickly spread word about a product or service. Gmail, Utube, and various viral videos on the Internet have all been transmitted by the viral marketing technique. These online entrepreneurs have enjoyed immense success by employing the viral marketing technique. For more details visit to www.paylock-generator.com .Think about it as an exponential effort once launched its benefits and effects only get stronger.

MJM Internet Adds Internet Video Production to Enhance Dealership Websites With Tactical, Online Video Marketing
Automobile dealership website production firm, MJM Internet, has added Internet video products to enhance their clients' online marketing. Produced quickly, and at low cost MJMI internet video's feature online actors, and dealership personnel. They help bring car dealerships' online marketing to life using the site, sound and motion of video seemlessly added to their websites. Flexible and effective, integrated video should prove to give dealerships a competative advantage.

Mortgage Marketing - Viral-Email, Referral Marketing Strategy
This is a devastatingly powerful way to extend your marketing reach. For this to work right you need a website that promotes your business.

Internet Advertising: Viral Ads
Viral ads are called so because they are sent through emails, from account to account, spreading like viruses. The negative connotation of the name is merely due to its dispensational nature and not necessarily to any potential ill-effect brought on by its presence or any possible disruptive intent of the Viral Ad?s designer.

Free Web Advertising: Chat Room Marketing Secrets Of Internet Marketing Gurus Exposed
Have you ever been to a chat room?Have you ever posted a message?If yes, now you may learn some free web advertising secrets on how to market your products and services in chat rooms.Chat Room Marketing is the use of online chat rooms to promote your product or service.

Video Email And Its Impact On Internet Marketing
Email is a revolutionary means of communication facilitated by the advances in information technology. With the acceleration of e-commerce as a consequence of these same technological innovations, email is now a significant means of marketing products and services through the internet. Through email, myriad companies and businesses have a convenient means of reaching potential consumers. Through email, marketing copies get delivered directly to a person?s inbox; companies no longer had to wait for consumers to come across their ads in the internet.

Viral Marketing - The Future Of Advertising?
To understand viral marketing you need to be familiar with social memetics ? the idea of viral marketing is to create a product or advert that encourages the end user and potential customer to also become your promoter.

Dealerskins' Digital Video Viral Marketing Project for Auto Dealers Takes Internet by Storm
Dealerskins, (www.dealerskins.com) a division of Dominion Enterprises and a leading provider of automotive dealer web solutions, has launched a video and viral marketing project to promote its highly successful nationwide user groups. The video can be viewed at; http://www.youtube.com/watch?v=Yn09XoUySFg It tells the initially sad tale of a dealership Internet sales team, and ends with a strong redemptive finale at a Dealerskins User Group. There is a tongue-in-cheek reference to Glengarry Glenn Ross with a cameo from company founder; well know ...

How To Construct A Web-Video Advertisement That Works

Motivate and Persuade Your Audience

More money is wasted on advertising than other business function. Small and mid-sized businesses in particular throw money at advertising in a vain attempt to establish themselves in the marketplace. However, there is hope that the democratizing nature of the Web environment can even the playing field and allow smaller companies to deliver their marketing messages effectively. But before that can happen, the potential advertiser must understand what the big boys have spent a considerable amount of time and effort to find out: how to create an advertising campaign that motivates and persuades customers to do business with you.

Take Advantage of What Major Advertisers Already Know

Chuck Young, founder and CEO of Ameritest, an advertising and brand research firm and John Kastenholz, Vice President of Consumer and Market Insight at Unilever have done extensive research into how story telling, emotions, and ideas are linked in creating effective commercial advertising. Since their research was based on television advertising it holds immediate relevance to any company that intends on using the Web as a significant presentation tool for delivering their marketing message.

The cost of producing and airing broadcast television commercials is exorbitant, and that cost necessitates the kind of research done by Young and Kastenholz. Web-based marketers can benefit from the psychological insights provided from these studies and implement the findings in cost effective Web-video and audio presentations on websites, Google Video, Google Video Ads, YouTube, MySpace, and the countless other video presentation vehicles popping up on the Web daily.

In Chuck Young's article, "A Film Director's Guide To Ad Effectiveness" he states that audiences don't just watch a commercial, video, or film, but rather they actively participate emotionally in them. By paying attention to an audience's emotional response to short-form storytelling (commercials) the advertiser can turn mere information into a memorable experience.

There are two ways to persuade an audience: tap into their existing belief system or change their existing belief system, a much harder challenge, but not impossible if you understand what makes people believe what they believe. We can communicate to an audience on three levels: the objective, the subjective, and the conceptual.

The Objective

Many advertisements fail because they present a rational objective argument in their presentation. Unfortunately or fortunately depending on your point-of-view, most purchases are based on emotion not objective rational decision-making.

People may justify a purchase on some rational fabrication but if truth-be-told the decision was founded on a far more emotional subjective level. Purchasing decisions based on a rational model really only work for companies who are the dominant low price leader in a commodity based marketplace - not a place most businesses want to be as margins are low and volume must be extremely high in order to make any money.

The Subjective

By tapping into the subjective level of an audience's common experiences, experiences that form the basis of an emotional response, allows advertisers to present a far more powerful case than one based on mere features and specifications. Commercials or Web-based video presentations that reach an audience on this subjective level can be extremely effective in aligning a product, service or brand with an audience's pre-existing set of beliefs - they will be comfortable in buying your wares because they see how it fits their vision of themselves.

The Conceptual

In order to actually change people's minds rather than just convince them that you fit their pre-existing set of values and beliefs, you must reach them on a conceptual level. To achieve this level of persuasion the experience presented must not only be memorable and comprehensible; it must also be enlightening or perspective altering. This epiphany or 'seeing-the light' will then be incorporated into the audience's values and belief system and used as a cognitive decision-making reference.

The Four Types of Video-Based Commercial Constructs

In their article, 'Emotions In TV Ads,' Young and Kastenholz identified four visual storytelling constructs for creating video commercials that appeal to an audience on an emotional level.

The Emotional Pivot or Brand as Star

The Emotional Pivot storytelling construct presents the product, service or brand as hero, solving the problem presented in the video and abruptly turning a negative situation into a positive one.

A recent Nicoderm television commercial showing an ill-tempered flight attendant berating passengers for a variety of common passenger behaviors due to her attempt to stop smoking is a good example of this format. The nerve-rattled, flight attendant is abruptly converted into a pleasant customer-oriented person because she starts using Nicoderm. This commercial story line illustrates how an initial negative behavior is changed into a positive one with the introduction of the product or service being advertised. The moment of change, called the 'emotional pivot,' is when the product is introduced as hero.

The Positive Transition or Brand as Co-Star

The Positive Transition story starts with a low level of positive behavior that abruptly turns into a higher level of positive behavior with the brand acting as the co-star, leaving the starring role for the audience. This technique often uses misdirection to hide the brand until it is suddenly revealed as the catalyst for increased positive change.

Sports car ads where the target audience is hero and the car is catalyst for getting the girl or the new job is an example of this type of commercial storytelling.

The Build or Brand as Director

The Build story technique presents a smooth flow of positive energy to the audience culminating with a strong visual payoff at the emotional climax of the commercial. In this storytelling scenario the brand is often held back and only revealed at the very end of the presentation. The brand is the director or unseen guiding hand responsible for the positive experience promised to the audience.

Cosmetic commercials where admiring males are attracted to a beautiful woman who ultimately reveals her secret as the brand, is a variation of this type of commercial storytelling.

The Sustained Emotion or Brand as Producer

The Sustained Emotion commercial is your typical 'feel good' advertisement that maintains a strong positive emotional presentation throughout the production. This type of commercial often uses a montage of images or video clips with an emotional or stimulating musical score. In this case the brand is acting as the producer presenting the exciting experience you could be enjoying if only you bought into the brand. The Royal Caribbean 'Get Out There' series of commercials is a good example of this kind of commercial.

Conclusion

The Web is evolving into the go-to vehicle for presenting video commercial presentations at a cost that is sustainable by any serious business. As more and more companies begin to use the Web venue as a multimedia presentation platform, those that learn how to use the medium properly by constructing compelling, memorable story-based messages that appeal to their audiences on an emotional level will benefit the most.

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com, http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.