Základná charakteristika príbehu a jeho miesto v oblasti
marketingovej komunikácie
The Basic Characteristics of a Story and Its Place in Marketing Communication Sphere
Author(s): Pavel HorňákSubject(s): Communication studies, Marketing / Advertising
Published by: Združenie MASS MEDIA SCIENCE
Keywords: story; advertising; marketing communication; storyline; hero; telling;
Summary/Abstract: “A Story as an Advertising Tool" is the first part of the author's three-part study. It analyzes the basic definitions, features of the story and then puts them into the framework of marketing communication.
Journal: Otázky žurnalistiky
- Issue Year: 63/2020
- Issue No: 1-2
- Page Range: 42-54
- Page Count: 13
- Language: Slovak
- Content File-PDF
