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- Brands Should Be Distinct! The Contribution of Ad s Narrative and Joy to DistinctivenessPublication . Santos, Sara; Espírito Santo, Pedro; Ferreira, SóniaWith the COVID-19 pandemic consumer needs are changing and marketing communications must be effective in order to be recognized in the consumerʼs mind. Trends in the production of content with images and videos that allow consumers to immerse themselves in the content are contents that are more successful in the future. The production of video ads that use storytelling play an important role in the interpretation of the message where counter arguments can decrease through narrative transportation. Thus, consumers In this sense, we conducted a cross-sectional research that aimed to test a model using equations that was analyzed through AMOS software. The analyzed model with a sample of 326 participants shows that a structure of the narrative, joy and a narrative transportation expresses a positive influence in the distinction of the brand. As a result of this study, we present the theoretical and possible contributions for managers in the area of strategic marketing.
- Storytelling in Advertising: From Narrative to Brand DistinctivenessPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaHome Advances in Design and Digital Communication Conference paper Storytelling in Advertising: From Narrative to Brand Distinctiveness Sara Santos, Pedro Espírito Santo & Sónia Ferreira Conference paper First Online: 23 October 2020 1374 Accesses 3 Citations Part of the Springer Series in Design and Innovation book series (SSDI,volume 12) Abstract Over the years, consumer needs have changed, and today’s communication and marketing strategies are distinct. Nowadays, trends are different, and, in content production, brands are trying to attract consumers to their products through the means at their disposal. Advertising emerges as one medium that allows information to be transmitted through images, sounds and videos. Thus, in the production of video advertising content, using storytelling, the narrative structure plays a decisive role in the interpretation of the message and, in this context, the perceived joy contributes to the engagement of each consumer with storytelling in advertising. Consequently, consumers can perceive brands as unique and distinct from others, what is crucial in marking tactics. In this context, this cross-sectional study presents a research model that relates narrative structure, joy and narrative transportation with brand distinctiveness. This model was tested using the PLS-SEM methodology using a sample of 326 participants and showed that narrative structure and joy influence narrative transportation as well as brand distinctiveness. From this study, theoretical and practical contributions to strategic marketing are suggested.