Storytelling in Advertising

Klaus Fog (), Christian Budtz, Philip Munch and Stephen Blanchette
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Klaus Fog: SIGMA
Christian Budtz: SIGMA
Philip Munch: SIGMA
Stephen Blanchette: SIGMA

Chapter 7 in Storytelling, 2010, pp 163-181 from Springer

Abstract: Abstract Within the advertising industry storytelling is a given; an ever-present element in the sense that commercials have always told stories. Likewise, they have always used the four elements of storytelling in their pursuit of achieving consumer awareness and loyalty, be it television, online, radio, or magazines.

Keywords: Soap Opera; Loyal Customer; Factory Farming; Television Spot; Sales Team (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-88349-4_7

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DOI: 10.1007/978-3-540-88349-4_7

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