Narration can be conceptualized as conveying two or more events (or
an event with a situation) that are logically interrelated and take
place over time and have a consistent topic. The concept includes
every storytelling text. The advertisement is one of the text types
that includes a story, and the phenomenon conceptualized as
advertising narration has gained new dimensions with the widespread
use of digital media. The Handbook of Research on Narrative
Advertising is an essential reference source that investigates
fundamental marketing concepts and addresses the new dimensions of
advertising with the universal use of digital media. Featuring
research on topics such as branding, mobile marketing, and consumer
engagement, business professionals, copywriters, students, and
practitioners will find this text useful in furthering their
research exposure to evolutionary techniques in advertising.
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