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dc.contributor.authorBucsa, Irina Nicoletaen
dc.date.accessioned2016-07-01T09:56:25Z
dc.date.available2016-07-01T09:56:25Z
dc.date.issued2014-04
dc.identifier.citationBucsa, I. (2014) 'The Campaign as a Tale - The usefulness of storytelling techniques in Marketing Communication Campaign Development'. MA by Research thesis. University of Bedfordshireen
dc.identifier.urihttp://hdl.handle.net/10547/615359
dc.descriptionA thesis submitted to the University of Bedfordshire, in partial fulfillment of the requirements for the degree of MA by Researchen
dc.description.abstractTapping into the consumer mindset is the quest of any marketer, and storytelling, one of the oldest forms of marketing communication is arguably a key source in understanding consumer behaviour and rationale at both a conscious and unconscious level. Whilst prior research acknowledges the persuasiveness of storytelling in advertising, the primary aim of this research was to identify key elements that help to create and nourish the relationship between the brand and the consumer, and to explore how storytelling techniques can become an integral part of the campaign planning and development process in order to improve overall efficiency. An in-­‐depth interpretive study was conducted into the use of narrative and storytelling techniques in the context of contemporary branding and consumer psychology. Furthermore, data has been gathered on campaign development techniques employed by students at an undergraduate level, which was further corroborated by a survey carried out in an online environment. The study confirmed the overall acknowledgement of storytelling as a very effective communication tool, but one not viewed as an integral element in the planning and development process of a marketing communications campaign. Therefore, as part of this exploration, a tentative framework has been developed and conceptualised, adding storytelling narrative to the creative thought process, which is ultimately believed to improve the overall effectiveness of the campaign.
dc.language.isoenen
dc.publisherUniversity of Bedfordshireen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectstorytellingen
dc.subjecttechniquesen
dc.subjectmarketingen
dc.subjectcommunicationsen
dc.subjectcampaignen
dc.subjectdevelopmenten
dc.subjectN500 Marketingen
dc.titleThe campaign as a tale - the usefulness of storytelling techniques in marketing communication campaign developmenten
dc.typeThesis or dissertationen
html.description.abstractTapping into the consumer mindset is the quest of any marketer, and storytelling, one of the oldest forms of marketing communication is arguably a key source in understanding consumer behaviour and rationale at both a conscious and unconscious level. Whilst prior research acknowledges the persuasiveness of storytelling in advertising, the primary aim of this research was to identify key elements that help to create and nourish the relationship between the brand and the consumer, and to explore how storytelling techniques can become an integral part of the campaign planning and development process in order to improve overall efficiency. An in-­‐depth interpretive study was conducted into the use of narrative and storytelling techniques in the context of contemporary branding and consumer psychology. Furthermore, data has been gathered on campaign development techniques employed by students at an undergraduate level, which was further corroborated by a survey carried out in an online environment. The study confirmed the overall acknowledgement of storytelling as a very effective communication tool, but one not viewed as an integral element in the planning and development process of a marketing communications campaign. Therefore, as part of this exploration, a tentative framework has been developed and conceptualised, adding storytelling narrative to the creative thought process, which is ultimately believed to improve the overall effectiveness of the campaign.


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