Sylwia Kuczamer-Kłopotowska
Media Management, Volume 4, Issue 4, 2016, pp. 227-239
https://doi.org/10.4467/23540214ZM.16.012.6526In the age of continued instability, constant crises, age of not coping with building-up problems of the globalizing world, increasingly the role of social leaders is taken by non-governmental organizations, such as Polska Akcja Humanitarna. It quickly and accurately diagnoses social problems, in order to reduce them. In order to meet the challenges posed in front, not only by its own region or country, but also by the globalizing world, it performs its tasks at the level of the general public. In carrying out the mission of global humanitarian aid it uses, inter alia, modern marketing communications tools, including the interactive communication in social media.
Sylwia Kuczamer-Kłopotowska
Media Management, Volume 8, Issue 3, 2020, pp. 201-218
https://doi.org/10.4467/23540214ZM.20.032.12050The main objective of this study was to present the concept of storytelling as a modern, unconventional and creative tool for creating an advertising message on the example of the Allegro brand. The authors made a comparative analysis of two selected Allegro advertising spots, which are part of the campaign “What are you looking for?”. Based on the Freytag model, the compatibility of the advertising message structure with the concept of storytelling was examined. The campaign’s market effects were also described to assess the values the use of storytelling in an advertising message. Literature studies, desk research, media content analysis and case study with comparative analysis were used to achieve the research goal.
Sylwia Kuczamer-Kłopotowska
Culture Management, Volume 19, Issue 2, 2018, pp. 123-135
https://doi.org/10.4467/20843976ZK.18.010.8738