Pathways to success: the impact of narrative branding campaigns

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Citeable URL: https://ir.library.oregonstate.edu/concern/defaults/fq977z65m

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Attribute Name	Values
Creator	Hughes, Alyssa
Abstract	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.
Resource Type	Research Paper
Date Available	2014-06-17T15:53:58+00:00
Date Issued	2014
Degree Level	Bachelor's
Non-Academic Affiliation	Oregon State University. Writing Intensive Curriculum
Rights Statement	In Copyright
Publisher	Oregon State University
Peer Reviewed	No
Language	English [eng]
Replaces	http://hdl.handle.net/1957/49092

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