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Back in 400 BC, Plato, a Greek philosopher, said “Those who tell stories rule society”. Even after thousands of years, this remains extremely relevant. Companies have used this power of stories to engage with customers and drive action. Advertisements use stories to strengthen the emotional connection with the consumer, create brand awareness and ultimately influence customers to make a purchase. Advertising has been around for centuries and has continuously evolved with technology and changing consumer behaviour. Print advertising started in 18th century in India with its first newspaper ‘Bengal Gazette’.
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