This innovative new text introduces students to the power of
storytelling and outlines a process for creating effective brand
stories in an integrated marketing communications plan. From the
earliest works on storytelling to the latest research, this text
explains why storytelling works, the forms storytelling takes and
how to develop an integrated advertising, PR, 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. A distinctive
approach also presents the strategic plan and campaign process from
a digital and social media first perspective. Digital and social
are not an add-on or afterthought. TV and radio include CTV,
streaming and podcasts. Outdoor is digital boards, mobile and
geotargeting. PR is earned, shared, owned, and paid media. Digital
is baked in every chapter for today's environment where digital
advertising spending has surpassed traditional. Features: Chapters
introduce discipline foundations through key figures, main content
sections explaining concepts with examples, templates and stats, a
main case study, questions for consideration, and list of key
concepts for review. Key terms are bolded and defined throughout
and featured in a glossary along with an index of key concepts,
figures, companies, and cases for easy reference. Plan/campaign
research addresses evaluation and optimization of IMC execution
including descriptive, predictive, and prescriptive analytics.
Instructor resources include chapter outlines, learning objectives,
test banks, slides, forms, templates, example assignments, and
syllabi.
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