Statistics and Story telling in Marketing Communication

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Statistics and Story telling in Marketing Communication


Marketing communications carrying statistical information provides insights on the achievement of the product, brand or the company. But the impact of the statistical information reaches the audience or remains mere information which is difficult to recall, whereas stories in the advertisements or any mode of marketing communication has great impact. Research studies show that stories are 22 times more memorable than facts. It is not only the memorability benefit the audience get through stories but also the likability which act as a starting for brand loyalty. Stories are important because they are meaningful, they are meaningful because they are memorable, impactful and create a personal connection to the audience. Statistics helps to understand the message but stories helps to feel the message. 

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