Sökning: "Eden Lev"

Hittade 1 uppsats innehållade orden Eden Lev.

  1. 1. Stories in product descriptions - How advertising creativity in narrative advertising affects consumer responses

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Albert Bäckman; Eden Lev; [2022]
    Nyckelord :Narrative advertising; Advertising creativity; Product descriptions; Transportation theory; Product stories;

    Sammanfattning : Narrative advertising, ads that contain events, characters, and a plot (Boller & Olson, 1991a) has become widely popular among marketers. Simultaneously, advertising creativity, known as how original or relevant an ad is (Rosengren, Eisend, Koslow, & Dahlen, 2020), has been said to be the most important tool in a marketer's arsenal (Reid, King, & Delorme, 1998). LÄS MER