THE EFFECTIVENESS OF APPLYING STORYTELLING IN ADVERTISING SPOTS

The present paper aims to determine the effectiveness of applying storytelling in advertising. The target audience was made up by young people in the city of Cuenca from 18 to 35 years of age. The research was divided into two stages which combined quantitative, qualitative and experimental research...

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Bibliographic Details

Published in:	Proceedings on Engineering Sciences
Main Authors:	Adriana Priscila Vallejo Bojorque, Efstathios Stefos, Adrián Esteban Narváez Pacheco, Mercy Magali Guamán, María Cristina Banegas
Format:	Article
Language:	English
Published:	University of Kragujevac 2019-12-01
Subjects:	storytelling maketing communications
Online Access:	http://pesjournal.net/journal/v1-n2/100.pdf