Brand storytelling : integrated marketing communication for the digital media landscape / Keith A. Quesenberry, Michael K. Coolsen.
By: Quesenberry, Keith A [author.].
Contributor(s): Coolsen, Michael K [author.].
Publisher: Lanham, Maryland : Rowman & Littlefield, ©2023Copyright date: ©2023Description: xi, 308 pages : illustrations (black and white) ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1538176386; 9781538176382; 9781538176375; 1538176378.Other title: Brand story telling : integrated marketing communication for the digital media landscape.Subject(s): Branding (Marketing)Genre/Form: Print books.Current location | Call number | Status | Date due | Barcode | Item holds |
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On Shelf | HF5415.1255 .Q46 2023 (Browse shelf) | Available | AU00000000019791 |
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HF5415.1255 .M655 2013 True story : how to combine story and action to transform your business / | HF5415.1255 .N57 2014 The mindful marketer : how to stay present and profitable in a data-driven world / | HF5415.1255 .P367 2016 Brand admiration : building a business people love / | HF5415.1255 .Q46 2023 Brand storytelling : integrated marketing communication for the digital media landscape / | HF5415.1255 .R55 2020 Brand storytelling : put customers at the heart of your brand story / | HF5415.1255 .R66 2016 How brands grow. | HF5415.1255 .R674 2017 The activation imperative : how to build brands and business by inspiring action / |
Includes bibliographical references and index.
Frame of reference : storytelling perspectives -- Plays to pyramids : Aristotle, Shakespeare, and Freytag -- Dramatic brands : from form to function -- Set the stage : marketing, IMC, and media -- Point of view : consumer insight and creative brief -- Sound and motion : TV ads, online video, and radio -- 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 -- Selling the drama : final plans and pitches -- Stories well told : legal and ethical marketing communications -- Stories that work : marketing research and analytics for communications.
"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.