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Pathways to success: the impact of narrative branding campaigns Public Deposited

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  • The incorporation of a narrative in advertising campaigns sells products because consumers respond to engaging media. Companies like Apple and Google understand – and perhaps have always understood – the im-portance of incorporating a narrative into an advertisement campaign. In our current consumer culture, there are a multitude of products and advertisements available to the general public. Companies that create memorable cam-paigns for their products have successfully grasped the notion that the integration of a narrative generates interest. To establish successful customer-client relations, and to further strengthen current brand loyalty, many companies in past years have taken to integrating a narrative into their advertising campaigns for products and services. In order to keep up with the demanding nature of consumer culture, other companies must begin to incorporate this trend, or risk being left behind in the bustle of today’s fast-paced society.
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  • description.provenance : Made available in DSpace on 2014-06-17T15:53:58Z (GMT). No. of bitstreams: 1 A.Hughes Pathways to Success.pdf: 524075 bytes, checksum: 1f9452c79e07d0cba231468a9a43253a (MD5)
  • description.provenance : Approved for entry into archive by Patricia Black(patricia.black@oregonstate.edu) on 2014-06-17T15:53:57Z (GMT) No. of bitstreams: 1 A.Hughes Pathways to Success.pdf: 524075 bytes, checksum: 1f9452c79e07d0cba231468a9a43253a (MD5)
  • description.provenance : Submitted by Elizabeth Wimberly (wimberle@onid.orst.edu) on 2014-06-11T17:28:11Z No. of bitstreams: 1 A.Hughes Pathways to Success.pdf: 524075 bytes, checksum: 1f9452c79e07d0cba231468a9a43253a (MD5)

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