STORYTELLING KAO EFIKASNA KOMUNIKACIONA STRATEGIJA
Ključne reči:
storytelling, mediji, reklame, komunikaciona strategija
Apstrakt
U radu je analizirana upotreba storytellinga, kao načina izlaganja novinarske priče i metoda marketinškog komuniciranja. Principi razvoja pripovedanja u novinarstvu predstavljaju komunikacioni alat kojim se mogu postići i komercijalni i društveni ciljevi. Istraživanje je bilo fokusirano na viralne reklame koje počivaju na storytellingu i koriste pripovedanje kao efikasni strateški alat komunikacije sa publikom.
Reference
[1] R. Jensen, The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business, New York, McGraw-Hill, 1999.
[2] D. H. Pink, A Whole New Mind, The Berkley Publishing Group, 2006.
[3] B. Zatwarnicka-Madura, R. Nowacki, Storytelling and its impact on effectiveness of advertising, 8th International Conference on Management “Leadership, Innovativeness and Entrepreneurship in a Sustainable Economy”, November 2018.
[4] J. Znanewitz, K. Gilch, “Storytelling – A guideline and an application in the Bundeswehr’s (personnel) marketing”, Transfer: Werbeforchungs & Praxis, No. 4, pp. 30-35, 2016.
[5] https://shots.net/news/view/why-brands-should-treat-podcasts-as-a-long-term-strategy-not-a-one-off-campaign (pristupljeno u oktobru 2021.)
[6] https://www.globonaut.eu/future-storytelling-predictions-2020/ (pristupljeno u oktobru 2021.)
[7] D. Mcquail, Journalism and Society, Moscow: Mediamir, 2013.
[2] D. H. Pink, A Whole New Mind, The Berkley Publishing Group, 2006.
[3] B. Zatwarnicka-Madura, R. Nowacki, Storytelling and its impact on effectiveness of advertising, 8th International Conference on Management “Leadership, Innovativeness and Entrepreneurship in a Sustainable Economy”, November 2018.
[4] J. Znanewitz, K. Gilch, “Storytelling – A guideline and an application in the Bundeswehr’s (personnel) marketing”, Transfer: Werbeforchungs & Praxis, No. 4, pp. 30-35, 2016.
[5] https://shots.net/news/view/why-brands-should-treat-podcasts-as-a-long-term-strategy-not-a-one-off-campaign (pristupljeno u oktobru 2021.)
[6] https://www.globonaut.eu/future-storytelling-predictions-2020/ (pristupljeno u oktobru 2021.)
[7] D. Mcquail, Journalism and Society, Moscow: Mediamir, 2013.
Objavljeno
2022-06-07
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
