| Description |
xi, 308 pages : illustrations (black and white) ; 26 cm |
| Contents |
Introduction -- Part I: Why story matters and the story formula. Frame of reference : storytelling perspectives -- Plays to pyramids : Aristotle, Shakespeare, and Freytag -- Dramatic brands : from form to function -- Part II: Foundations of IMC storytelling. Set the stage : marketing, IMC, and media -- Point of view : consumer insight and creative brief -- Part III: Stories for different mediums. Sound and motion : TV ads, online video, and radio -- The new page : magazine, newspaper, and out-of-home advertising -- Connecting with the audience : direct, digital, and experiential marketing -- New model for newsworthy : public relations, social media, and influencer marketing -- Part IV: Getting the story into the world. Selling the drama : final plans and pitches -- Stories well told : legal and ethical marketing communications -- Stories that work : marketing research and analytics for communications -- Glossary |
| Summary |
"This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today's digital-first media landscape. Quesenberry and Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media."--Publisher marketing |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Branding (Marketing)
|
| Genre/Form |
Instructional and educational works.
|
|
Case studies.
|
| Author |
Coolsen, Michael K., author
|
| ISBN |
1538176386 (paperback) |
|
9781538176382 (paperback) |
|
9781538176375 (hardcover) |
|
1538176378 (hardcover) |
|
(electronic publication) |
|
