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Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape [Minkštas viršelis]

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  • Formatas: Paperback / softback, 220 pages, aukštis x plotis x storis: 248x178x19 mm, weight: 658 g, 33 BW Illustrations, 49 BW Photos, 44 Tables
  • Išleidimo metai: 06-Feb-2023
  • Leidėjas: Rowman & Littlefield Publishers
  • ISBN-10: 1538176386
  • ISBN-13: 9781538176382
Kitos knygos pagal šią temą:
Brand Storytelling: Integrated Marketing Communications for the Digital Media LandscapeDidesnis paveikslėlis
  • Formatas: Paperback / softback, 220 pages, aukštis x plotis x storis: 248x178x19 mm, weight: 658 g, 33 BW Illustrations, 49 BW Photos, 44 Tables
  • Išleidimo metai: 06-Feb-2023
  • Leidėjas: Rowman & Littlefield Publishers
  • ISBN-10: 1538176386
  • ISBN-13: 9781538176382
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781538176382.html
Raktažodžiai:
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 todays 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 todays 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.
Acknowledgments ix
About the Authors xi
Introduction 1(4)
PART I Why Story Matters and the Story Formula
1 Frame of Reference: Storytelling Perspectives
5(16)
1.1 Michelle Phan: Storytelling Influencer
6(1)
1.2 Storytelling in the News
7(5)
1.3 The Science Behind Storytelling
12(3)
1.4 Story telling in Professional Practice
15(4)
1.5 Case: Microsoft's Chief Storyteller
19(2)
Questions
20(1)
Exercises
20(1)
Key Concepts
20(1)
2 Plays to Pyramids: Aristotle, Shakespeare, and Freytag
21(17)
2.1 Sir Ernest Shackleton Ad
22(1)
2.2 Aristotle's Theory of Drama
23(3)
2.3 Shakespearean Plays and Freytag's Pyramid
26(5)
2.4 Campbell's The Hero's Journey and Harmon's Story Circle
31(2)
2.5 Five-Act Advertising Campaigns
33(3)
2.6 Case: Apple's Get a Mac
36(2)
Questions
36(1)
Exercises
37(1)
Key Concepts
37(1)
3 Dramatic Brands: From Form to Function
38(19)
3.1 Sinek's Start with Why
39(1)
3.2 Inside-Out Marketing
39(5)
3.3 Brand and Buyer Story
44(4)
3.4 Brand and Buyer Identity
48(5)
3.5 Case: Patagonia's Consumers Don't Always Consume
53(4)
Questions
54(1)
Exercises
54(1)
Key Concepts
54(3)
PART II Foundations of IMC Storytelling
4 Set the Stage: Marketing, IMC, and Media
57(19)
4.1 Kotler's Four Ps and Schultz's IMC
58(2)
4.2 Understanding the Marketing Mix
60(3)
4.3 Identifying IMC Touchpoints
63(3)
4.4 Planning the Media Mix
66(7)
4.5 Case: Gatorade Isn't Hydration for Everyone
73(3)
Questions
74(1)
Exercises
74(1)
Key Concepts
75(1)
5 Point of View: Consumer Insight and Creative Brief
76(21)
5.1 Williams's Point of View and the Three Rs of Influence
77(2)
5.2 Uncovering Insights
79(6)
5.3 Write the Creative Brief
85(4)
5.4 Develop the Creative Idea
89(3)
5.5 Case: Snickers' You're Not You When You're Hungry
92(5)
Questions
94(1)
Exercises
94(1)
Key Concepts
94(3)
PART III Stories for Different Mediums
6 Sound and Motion: TV Ads, Online Video, and Radio
97(19)
6.1 Reeves's Unique Selling Proposition and Bernhach's Creative Revolution
98(3)
6.2 Brand Stories in TV Ads
101(6)
6.3 Brand Stories in Online Video
107(4)
6.4 Brand Stories in Radio
111(3)
6.5 Case: Motel 6 Leaves the Light on for You
114(2)
Questions
115(1)
Exercises
115(1)
Key Concepts
115(1)
7 The New Page: Magazine, Newspaper, and Out-of-Home Advertising
116(21)
7.1 Lawrence's Copywriting and Krone's Art Direction
117(3)
7.2 Brand Stories in Print
120(2)
7.3 Brand Stories in Magazines
122(7)
7.4 Brand Stories in Newspapers and Out-of-Home Advertising
129(5)
7.5 Case: Chick-fil-A's Cows
134(3)
Questions
135(1)
Exercises
135(1)
Key Concepts
136(1)
8 Connecting with the Audience: Direct, Digital, and Experiential Marketing
137(23)
8.1 Wunderrnan's Direct Marketing and Baer's Youtility
138(2)
8.2 Brand Stories with Direct Marketing
140(3)
8.3 Brand Stories with Digital Marketing
143(10)
8.4 Brand Stories with Experiential Marketing
153(4)
8.5 Case: Taco Bell Hotel
157(3)
Questions
158(1)
Exercises
158(1)
Key Concepts
158(2)
9 New Model for Newsworthy: Public Relations, Social Media, and Influencer Marketing
160(23)
9.1 Bernays's Public Relations and Dietrich's Spin Sucks
160(2)
9.2 Brand Stories in Public Relations
162(6)
9.3 Brand Stories in Social Media
168(8)
9.4 Brand Stories in Influencer Marketing
176(2)
9.5 Case: Crockpot Firestorm
178(5)
Questions
179(1)
Exercises
179(1)
Key Concepts
179(4)
PART IV Getting the Story into the World
10 Selling the Drama: Final Plans and Pitches
183(24)
10.1 Lincoln and King Jr.
184(3)
10.2 IMC Plan Book
187(5)
10.3 IMC Plan Outline
192(9)
10.4 IMC Plan Pitch
201(3)
10.5 Case: IMC Plan as a Story
204(3)
Questions
206(1)
Exercises
206(1)
Key Concepts
206(1)
11 Stories Well Told: Legal and Ethical Marketing Communications
207(20)
11.1 Kennedy's Consumer Bill of Rights and Haugen's Call for Regulation
208(3)
11.2 Keeping Brand Stories Legal
211(8)
11.3 Keeping Brand Stories Ethical
219(3)
11.4 Professional Ethics
222(3)
11.5 Case: Kellogg's False Cereal Ad Claims
225(2)
Questions
226(1)
Exercises
226(1)
Key Concepts
226(1)
12 Stories That Work: Marketing Research and Analytics for Communications
227(20)
12.1 Urchin Software, Google Analytics, and Marr's KPQs
228(3)
12.2 Descriptive Analytics for IMC
231(6)
12.3 Predictive Analytics for IMC
237(3)
12.4 Prescriptive Analytics for IMC
240(4)
12.5 Case: Dramatic Effects of Storytelling in Super Bowl Ads and Viral Ad Videos
244(3)
Questions
246(1)
Exercises
246(1)
Key Concepts
246(1)
Glossary 247(20)
Notes 267(36)
Index 303
Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbells and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution.

Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.