Error message

  • Deprecated function: Methods with the same name as their class will not be constructors in a future version of PHP; views_display has a deprecated constructor in include_once() (line 3478 of /home/revista/public_html/en/includes/bootstrap.inc).
  • Deprecated function: Methods with the same name as their class will not be constructors in a future version of PHP; views_many_to_one_helper has a deprecated constructor in require_once() (line 127 of /home/revista/public_html/en/sites/all/modules/ctools/ctools.module).

Nr. 1-2/2019 -4

ABSTRACT

 

STORYTELLING IN ADVERTISING AGENCIES – A QUALITATIVE RESEARCH

 

 

This paper approaches storytelling as a form of manifestation of organizational culture within marketing-advertising organizations, starting from a review of classical theories in the field of organizational culture in general, continuing with a theoretical picture of storytelling in organizations and advertising agencies as knowledge-based organizations. Subsequently, the paper will focus on a qualitative research using the interview technique to identify the storytelling specifics in marketing-advertising organizations and the differences that occur within this sector depending on agency size, source of capital, and the nature of their activity. Interviews were conducted with managers and employees from six companies, different from each other as a number of employees, as a source of capital and as an object of activity, for the purpose of a more objective analysis.

Keywords: storytelling, advertising agencies, organizational culture.

Full text