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Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,2, Cologne Business School Köln, Sprache: Deutsch, Abstract: Whether buying clothes online, household devices in electronics stores, or ordering groceries via an app – in today's world, products and services offered in the consumer goods sector are often relatively similar and substitutable in terms of their design, functions, benefits and qualities. Consumers are confronted with increasingly more advertising and information about new products and services in their everyday lives and companies are faced with the challenge of attracting the attention of potential buyers (Blanchette et al., 2017, p. 10). Therefore, it becomes even more important to stand out from the crowd and it is no longer enough to sell products simply by telling the customer about their features – it is also important to tell the right story.