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. Keith A. Quesenberry and Michael K. Coolsen present a balance of…mehr
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. Keith A. Quesenberry and Michael K. 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. 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. ·Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2. ·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, template worksheets, example assignments, and syllabi.
About the Authors Introduction Part I: Why Story Matters and the Story Formula Chapter 1: Point of View: Storytelling Perspectives 1.1 Michelle Phan Storytelling Influencer 1.2 Storytelling in the News 1.3 The Science Behind Storytelling 1.4 Storytelling in Professional Practice 1.5 Case: Microsoft's Chief Storyteller Questions and Exercises Key Concepts Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag 2.1 Sir Ernest Shackleton Ad 2.2 Aristotle's Theory of Drama 2.3 Shakespearean Plays and Freytag's Pyramid 2.4 Campbell's Hero's Journey and Hamon's Story Circle 2.5 Five-Act Advertising Campaigns 2.6 Case: Apple's Get a Mac Questions and Exercises Key Concepts Chapter 3: Dramatic Brands: From Form To Function 3.1 Simon Sinek's Start with Why 3.2 Inside Out Marketing 3.3 Brand and Buyer Story 3.4 Brand and Buyer identity 3.5 Case: Patagonia's Consumers Don't Always Consume Questions for Consideration Questions and Exercises Part II: Foundations of IMC Storytelling Chapter 4: Set the Stage: Marketing, IMC, and Media 4.1 Philip Kotler's Four Ps and Don Schultz's IMC 4.2 Understanding the Marketing Mix 4.3 Identifying IMC Touchpoints 4.4 Planning the Media Mix 4.5 Case: Gatorade isn't Hydration for Everyone Questions and Exercises Key Concepts Chapter 5: POV: Consumer Insight and Creative Brief 5.1 Carol Williams POV and The Three Rs of Influence 5.2 Uncovering Insights 5.3 Write the Creative Brief 5.4 Develop the Creative Idea 5.5 Case: Snickers' You're Not You When You're Hungry Questions and Exercises Key Concepts Part III: Stories for Different Mediums Chapter 6: Sound and Motion: TV Ads, Video, and Radio 6.1 Rosser Reeves USP and Bill Bernbach's Creative Revolution 6.2 Brand Stories in TV Ads 6.3 Brand Stories in Online Video 6.4 Brand Stories in Radio 6.5 Case: Motel 6 Leaves the Light on For You Questions and Exercises Key Concepts Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home 7.1 Mary Wells Laurance's Copywriting and Helmet Krone's Art Direction 7.2 Brand Stories in Print 7.3 Brand Stories in Magazines 7.4 Brand Stories in Newspaper & Out-of-Home 7.5 Case: Chick-fil-A's Cows Questions and Exercises Key Concepts Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing 8.1 Lester Wunderman's Direct Selling and Jay Baer's Youtility 8.2 Brand Stories with Direct Marketing 8.3 Brand Stories with Digital Marketing 8.4 Brand Stories with Experiential Marketing 8.5 Case: Taco Bell Hotel Questions and Exercises Key Concepts Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing 9.1 Edward Bernays P.R. and Gini Dietrich's Spin Sucks. 9.2 Brand Stories in Public Relations 9.3 Brand Stories in Social Media 9.4 Brand Stories in Influencer Marketing 9.5 Case: Crockpot Firestorm Questions and Exercises Key Concepts Part IV: Getting the Story into the World Chapter 10. Selling the Drama: Final Plans and Pitches 10.1 Abraham Lincoln and Martin Luther King Jr. 10.2 The IMC Plan Book 10.3 The IMC Plan Outline 10.4 The IMC Pitch 10.5 Case: The IMC Plan As A Story Questions and Exercises Key Concepts Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications. 11.1 JFK's Consumer Bill of Rights and Frances Haugen's Call for Regulation 11.2 Keeping Brand Stories Legal 11.3 Keeping Brand Stories Ethical 11.4 Professional Ethics 11.5 Case: Kellogg's False Cereal Ad Claims Questions and Exercises Key Concepts Chapter 12. Stories That Work: Research and Analytics for Communications. 12.1 Urchin Software, Google Analytics, and Bernard Marr's KPQs 12.2 Descriptive Analytics for IMC 12.3 Predictive Analytics for IMC 12.4 Prescriptive Analytics for IMC 12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials Questions and Exercises Key Concepts Index Glossary
About the Authors Introduction Part I: Why Story Matters and the Story Formula Chapter 1: Point of View: Storytelling Perspectives 1.1 Michelle Phan Storytelling Influencer 1.2 Storytelling in the News 1.3 The Science Behind Storytelling 1.4 Storytelling in Professional Practice 1.5 Case: Microsoft's Chief Storyteller Questions and Exercises Key Concepts Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag 2.1 Sir Ernest Shackleton Ad 2.2 Aristotle's Theory of Drama 2.3 Shakespearean Plays and Freytag's Pyramid 2.4 Campbell's Hero's Journey and Hamon's Story Circle 2.5 Five-Act Advertising Campaigns 2.6 Case: Apple's Get a Mac Questions and Exercises Key Concepts Chapter 3: Dramatic Brands: From Form To Function 3.1 Simon Sinek's Start with Why 3.2 Inside Out Marketing 3.3 Brand and Buyer Story 3.4 Brand and Buyer identity 3.5 Case: Patagonia's Consumers Don't Always Consume Questions for Consideration Questions and Exercises Part II: Foundations of IMC Storytelling Chapter 4: Set the Stage: Marketing, IMC, and Media 4.1 Philip Kotler's Four Ps and Don Schultz's IMC 4.2 Understanding the Marketing Mix 4.3 Identifying IMC Touchpoints 4.4 Planning the Media Mix 4.5 Case: Gatorade isn't Hydration for Everyone Questions and Exercises Key Concepts Chapter 5: POV: Consumer Insight and Creative Brief 5.1 Carol Williams POV and The Three Rs of Influence 5.2 Uncovering Insights 5.3 Write the Creative Brief 5.4 Develop the Creative Idea 5.5 Case: Snickers' You're Not You When You're Hungry Questions and Exercises Key Concepts Part III: Stories for Different Mediums Chapter 6: Sound and Motion: TV Ads, Video, and Radio 6.1 Rosser Reeves USP and Bill Bernbach's Creative Revolution 6.2 Brand Stories in TV Ads 6.3 Brand Stories in Online Video 6.4 Brand Stories in Radio 6.5 Case: Motel 6 Leaves the Light on For You Questions and Exercises Key Concepts Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home 7.1 Mary Wells Laurance's Copywriting and Helmet Krone's Art Direction 7.2 Brand Stories in Print 7.3 Brand Stories in Magazines 7.4 Brand Stories in Newspaper & Out-of-Home 7.5 Case: Chick-fil-A's Cows Questions and Exercises Key Concepts Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing 8.1 Lester Wunderman's Direct Selling and Jay Baer's Youtility 8.2 Brand Stories with Direct Marketing 8.3 Brand Stories with Digital Marketing 8.4 Brand Stories with Experiential Marketing 8.5 Case: Taco Bell Hotel Questions and Exercises Key Concepts Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing 9.1 Edward Bernays P.R. and Gini Dietrich's Spin Sucks. 9.2 Brand Stories in Public Relations 9.3 Brand Stories in Social Media 9.4 Brand Stories in Influencer Marketing 9.5 Case: Crockpot Firestorm Questions and Exercises Key Concepts Part IV: Getting the Story into the World Chapter 10. Selling the Drama: Final Plans and Pitches 10.1 Abraham Lincoln and Martin Luther King Jr. 10.2 The IMC Plan Book 10.3 The IMC Plan Outline 10.4 The IMC Pitch 10.5 Case: The IMC Plan As A Story Questions and Exercises Key Concepts Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications. 11.1 JFK's Consumer Bill of Rights and Frances Haugen's Call for Regulation 11.2 Keeping Brand Stories Legal 11.3 Keeping Brand Stories Ethical 11.4 Professional Ethics 11.5 Case: Kellogg's False Cereal Ad Claims Questions and Exercises Key Concepts Chapter 12. Stories That Work: Research and Analytics for Communications. 12.1 Urchin Software, Google Analytics, and Bernard Marr's KPQs 12.2 Descriptive Analytics for IMC 12.3 Predictive Analytics for IMC 12.4 Prescriptive Analytics for IMC 12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials Questions and Exercises Key Concepts Index Glossary
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Shop der buecher.de GmbH & Co. KG Bürgermeister-Wegele-Str. 12, 86167 Augsburg Amtsgericht Augsburg HRA 13309