Storytelling in Advertising

Fog, Klaus; Budtz, Christian; Munch, Philip; Blanchette, Stephen

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

Cited by 10 publications

(30 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…A good story can be communicated to consumers, and it can build affection between brand and consumers as well. This makes a brand strong internally and externally (Fog et al, 2010).…”

Section: Storytelling Techniques and Emotional Marketing Communicationsmentioning

confidence: 99%

Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis

2023

KJSS

View full text Add to dashboard Cite

This research study on brand storytelling techniques arousing emotional bonds in different customer groups based on Cluster Analysis was conducted to: (1) study the present brand storytelling techniques arousing emotional bonds; (2) study demographic characteristics applied in market sharing or segmenting consumer groups at present; (3) study behavior patterns of product purchase; and (4) study brand storytelling techniques arousing emotional bonds in each group of consumers. The quantitative data were collected by using 410 questionnaire sets. The data were analyzed by descriptive analysis, which included frequency, percentage, mean, and Standard Deviation. The inferential statistics included Correlation Analysis, and Cluster Analysis. The results indicated that the purchase of essential, quality and cost-effective goods (minimalist seeker) and standardized, right, reliable, and friendly environmental goods (empowered activist) were associated with the brand storytelling techniques less than other buying behavior patterns. Meanwhile, brand attribute storytelling, brand features storytelling, brand experiences storytelling, and brand relations storytelling deemed the techniques associated with several buying behavior patterns, except buying products relating to the conservative homebody, where the sample would focus on the brand experiences storytelling rather than other storytelling techniques.

show abstract

“…A good story can be communicated to consumers, and it can build affection between brand and consumers as well. This makes a brand strong internally and externally (Fog et al, 2010).…”

Section: Storytelling Techniques and Emotional Marketing Communicationsmentioning

confidence: 99%

Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis

2023

KJSS

View full text Add to dashboard Cite

show abstract

“…Citra destinasi juga dapat digunakan untuk memperkuat merek dan mengubah pasar. Salah satu cara paling ampuh, cepat, dan efektif untuk menghidupkan kembali merek dan mendorong perubahan pasar adalah dengan strategi pemasaran konten (Fog et al, 2005). Merek dapat terbentuk dengan strategi komunikasi pemasaran.…”

Section: Pendahuluanunclassified

Pengaruh Memorable Tourist Experience terhadap Storytelling Behavior melalui Perceived Value Pasca Pandemi Covid-19

Pujiastuti

Indarwanta

Wardani

2023

JAB

View full text Add to dashboard Cite

Destination image can be used to strengthen brands and change markets. Brands can be formed with marketing communication strategies, one of which is using storytelling. The purpose of this study is to prove the effect of memorable tourist experience on storytelling behavior through perceived value in the post-pandemic period. The research was conducted at the Gajah Mungkur Reservoir tourist destination. The sample criteria used are tourists who have visited at least 2x (twice). The data was collected using the google form and 160 effective questionnaires were collected which would then be processed using the AMOS Structural Equating Modeling (SEM). Research shows: (1) Memorable tourism experience has a significant effect on perceived value; (2) Perceived value has a significant effect on storytelling behavior; (3) Memorable tourism experience has a significant effect on storytelling behavior; (4) Memorable tourism experience has a significant effect on storytelling behavior through perceived value. In suggestions for tourist destinations are that managers create a pleasant experience so that it is still stored in the memories of tourists and becomes a very memorable tourist experience. Citra destinasi dapat digunakan untuk memperkuat merek dan mengubah pasar. Merek dapat terbentuk dengan strategi komunikasi pemasaran, salah satunya dengan menggunakan storytelling. Tujuan penelitian ini adalah untuk membuktikan pengaruh memorable tourist experience terhadap storytelling behavior melalui perceived value pasca pandemi. Penelitian dilakukan di destinasi wisata Waduk Gajah Mungkur. Kriteria sampel yang dipergunakan adalah wisatawan yang baru berkunjung minimal 2x (dua kali). Pengumpulan datanya dengan menggunakan google form dan terkumpul 160 kuesioner efektif yang selanjutnya akan diolah menggunakan Structural Equating Modeling (SEM) AMOS. Penelitian menunjukkan: (1) Memorable tourism experience berpengaruh signifikan terhadap perceived value; (2) Perceived value berpengaruh signifikan terhadap storytelling behavior; (3) Memorable tourism experience berpengaruh signifikan terhadap storytelling behavior; (4) Memorable tourism experience berpengaruh signifikan terhadap storytelling behavior melalui perceived value. Saran bagi destinasi wisata adalah pengelola menciptakan pengalaman yang menyenangkan sehingga masih tersimpan di dalam memori wisatawan dan menjadi pengalaman yang sangat berkesan (memorable tourist experience).

show abstract

“…The objective of brand communication through storytelling is to be effective. Communicate a favorable brand image, as posited [24]. Before integrating a brand into a narrative, it is imperative for organisations to establish a clearly defined brand persona, as the potency of a brand is contingent upon its persona [25].…”

Section: Storytelling As a Communication Toolmentioning

confidence: 99%

Unveiling Sustainable Advertising: A Case Study of Storytelling Strategies and Archetypes in Malaysian Telco Advertisements

Zainudin,

Man,

Alimuddin

2023

Advances in Social Science, Education and Humanities Research

View full text Add to dashboard Cite

The concept of the Sustainable Development Goal (SDG) was first introduced in September 2015 at the United Nations Sustainable Development Summit, which consisted of 17 main areas that need to be explored to fulfil the 2030 Agenda for Sustainable Development. The global concept took its prominence in 2020 due to many organisations' rampant application of the model due to the COVID-19 pandemic. This global effect can also be seen in Malaysia, as publicly listed companies have been advised by Bursa Malaysia to shift their focus, make sustainability part of their business goals, and for the companies to report their sustainability efforts in their annual report as evidence supporting these global efforts. This effect can also be seen in the academic research direction, where most researchers include this concept in their framework in one way or another to measure the effectiveness of the SDG item in the business. However, it has come to the attention of the researchers that there are significant knowledge gaps when it comes to the communication aspect of the concept. Limited research addresses the most effective way to communicate business sustainability efforts, particularly from the perspective of communication content. This research addresses this issue by examining how companies employ storytelling elements to communicate their sustainability efforts to target audiences. Focusing on Malaysia's leading telecommunication companies, the study conducts a qualitative content analysis of selected sustainability advertisements disseminated through YouTube. All the extracted content will later be sub-grouped using the thematic analysis method to identify the storytelling techniques, brand archetypes and dimensions of sustainability storytelling technique used by the marketers. This study contributes to the comprehension of effective communication practices within the context of sustainable development goals (SDGs), providing valuable insights into the strategic use of storytelling and brand archetypes in sustainability advertising campaigns. Moreover, this study lays the groundwork for future research endeavours in communication, content writing, and storytelling, enriching the broader discourse on sustainability communication within academic and professional domains. This research initiates future sustainability communication research, particularly in communication, content writing and storytelling.

show abstract

Storytelling in Advertising

Cited by 10 publications

References 0 publications

Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis

Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis

Pengaruh Memorable Tourist Experience terhadap Storytelling Behavior melalui Perceived Value Pasca Pandemi Covid-19

Unveiling Sustainable Advertising: A Case Study of Storytelling Strategies and Archetypes in Malaysian Telco Advertisements

Contact Info

Product

Resources

About