How the creation of characters, allows brand association and brand recall
Entertainment, in the audiovisual narration of advertising spots
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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 po...
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.
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