How the creation of characters, allows brand association and brand recall - Rojo, María Julia
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This book is for students, academics, and professionals in the marketing and advertising world. Through two specific cases of Argentine brands, "Mamá Lucchetti" and "La pareja de Banco Galicia" (Marcos and Claudia), it proposes to deepen in the creation of characters, their characteristics and insight, as a means to achieve identification and affinity with the audience, even when they are not consumers of the products or services being advertised. From the interviews with the creatives, the concept of storytelling appears as a tool to connect with audiences and achieve greater empathy with…mehr

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Produktbeschreibung
This book is for students, academics, and professionals in the marketing and advertising world. Through two specific cases of Argentine brands, "Mamá Lucchetti" and "La pareja de Banco Galicia" (Marcos and Claudia), it proposes to deepen in the creation of characters, their characteristics and insight, as a means to achieve identification and affinity with the audience, even when they are not consumers of the products or services being advertised. From the interviews with the creatives, the concept of storytelling appears as a tool to connect with audiences and achieve greater empathy with potential customers. The creation of characters provide a sense of belonging, they are binding of many messages, as long as they have assigned the brand, that has been one of the reasons why they endure over time as an advertising strategy (2008-2016). These cases of success, appeal to an emotional advertising, which tries to entertain and amuse, surprise, but its objective is a proven effectiveness of remembrance as a tool for persuasion in advertising spots.
Autorenporträt
Maria Julia is geboren in Rio Cuarto, Córdoba, Argentinië. Zij heeft een graad in Film en Televisie van de Nationale Universiteit van Córdoba. Zij werkt als docent en onderzoeker aan de Universidad del Salvador in de Faculteit Communicatie. In het beroepsleven heeft zij gewerkt als audiovisueel producent voor televisie, reclame en film.