Storytelling In Advertising

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Stories excite and delight people, they are also easier to remember than facts. A lot of authors have written about the power of stories in branding but not many researches have been carried out about the effect of stories on consumer responses. As more and more consumers peruse brands and businesses, it becomes important to build the picture of a company using consistent and compelling contents. Considering the pivotal role of storytelling in promoting the identity of a brand, it is not unusual that some of the world’s biggest brands dominated the list in the rating of the 100 best storytelling brands, with Apple at the very top of the list and other brands such as Coca-Cola, McDonald’s and Heinz featuring in the top 10 (Jonathan Bacon 2013).…show more content…
Park & Lee (2014) asserted that advertisers use storytelling to spur and align the emotions of consumers with the purpose of the advert, hence, the main objective of storytelling in advertising is for the primary character of the advertisement to arouse the sympathy of consumers. Park & Lee (2014) further pointed out that stories are told in advertisements to cause consumers to personally discover answers, rather than to directly coax them. In their study to demonstrate how the socio-psychological gender difference of advertising audience can control the emotional response aroused by several types of advertisement storytelling, Park & Lee (2014) suggested that “drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics”. “This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement`s appeal concept or emotion type” (Park & Lee, 2014). With the influence of the internet, especially YouTube, stories can now travel around the world from one audience to another in a matter of seconds (Anderson,…show more content…
Porter (1985) opined that the optimal performance of a firm can be derived from its ability to garner competitive advantage. The theory sees the development of strategic advantage as a result of formulation and implementation of strategies (Hunt & Morgan 2001). (Rideg, 2015) acknowledges the most recent conceptual model of Small and Medium Scale Enterprise(SME) competitiveness: “The competitiveness of SMEs is determined by the domestic market, the cooperation, the processes of becoming international, the human resources, the offered product/services, the production, the sales methods (marketing), the online presence, the administration and decision making routines and the strategy. These are combined to a system of internal competences. These competences make it possible for the business entity to compete effectively with other companies in offering products and services to the market that have high value for customer”. In gaining competitive advantage, it is important for firms to develop a properly integrated array of competencies because it is much easier to imitate individual competence (Serb et al, 2014). The theory of competence states that concentration on high-performance competences by a company produces the best result in gaining competitive advantage (Rideg, 2015). According to Rideg (2015), the business strategy of a firm is usually focused on the functional areas that produces its competitive advantage.

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