Description: Brand Storytelling by Keith A. Quesenberry, Michael K. Coolsen This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of todays digital first media landscape. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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. Author Biography 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. Table of Contents About the AuthorsIntroductionPart I: Why Story Matters and the Story FormulaChapter 1: Point of View: Storytelling Perspectives1.1 Michelle Phan Storytelling Influencer1.2 Storytelling in the News1.3 The Science Behind Storytelling1.4 Storytelling in Professional Practice1.5 Case: Microsofts Chief StorytellerQuestions and ExercisesKey Concepts Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag2.1 Sir Ernest Shackleton Ad2.2 Aristotles Theory of Drama2.3 Shakespearean Plays and Freytags Pyramid2.4 Campbells Heros Journey and Hamons Story Circle2.5 Five-Act Advertising Campaigns2.6 Case: Apples Get a MacQuestions and ExercisesKey ConceptsChapter 3: Dramatic Brands: From Form To Function3.1 Simon Sineks Start with Why3.2 Inside Out Marketing3.3 Brand and Buyer Story3.4 Brand and Buyer identity3.5 Case: Patagonias Consumers Dont Always ConsumeQuestions for ConsiderationQuestions and ExercisesPart II: Foundations of IMC StorytellingChapter 4: Set the Stage: Marketing, IMC, and Media4.1 Philip Kotlers Four Ps and Don Schultzs IMC4.2 Understanding the Marketing Mix4.3 Identifying IMC Touchpoints4.4 Planning the Media Mix4.5 Case: Gatorade isnt Hydration for Everyone Questions and ExercisesKey ConceptsChapter 5: POV: Consumer Insight and Creative Brief5.1 Carol Williams POV and The Three Rs of Influence5.2 Uncovering Insights5.3 Write the Creative Brief 5.4 Develop the Creative Idea5.5 Case: Snickers Youre Not You When Youre HungryQuestions and ExercisesKey ConceptsPart III: Stories for Different MediumsChapter 6: Sound and Motion: TV Ads, Video, and Radio6.1 Rosser Reeves USP and Bill Bernbachs Creative Revolution6.2 Brand Stories in TV Ads6.3 Brand Stories in Online Video6.4 Brand Stories in Radio6.5 Case: Motel 6 Leaves the Light on For YouQuestions and ExercisesKey ConceptsChapter 7: The New Page: Magazine, Newspaper, and Out-of-Home7.1 Mary Wells Laurances Copywriting and Helmet Krones Art Direction 7.2 Brand Stories in Print 7.3 Brand Stories in Magazines7.4 Brand Stories in Newspaper & Out-of-Home7.5 Case: Chick-fil-As CowsQuestions and ExercisesKey ConceptsChapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing8.1 Lester Wundermans Direct Selling and Jay Baers Youtility8.2 Brand Stories with Direct Marketing8.3 Brand Stories with Digital Marketing8.4 Brand Stories with Experiential Marketing8.5 Case: Taco Bell HotelQuestions and ExercisesKey ConceptsChapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing9.1 Edward Bernays P.R. and Gini Dietrichs Spin Sucks.9.2 Brand Stories in Public Relations9.3 Brand Stories in Social Media9.4 Brand Stories in Influencer Marketing9.5 Case: Crockpot FirestormQuestions and ExercisesKey ConceptsPart IV: Getting the Story into the WorldChapter 10. Selling the Drama: Final Plans and Pitches 10.1 Abraham Lincoln and Martin Luther King Jr.10.2 The IMC Plan Book10.3 The IMC Plan Outline10.4 The IMC Pitch10.5 Case: The IMC Plan As A StoryQuestions and ExercisesKey ConceptsChapter 11. Stories Well Told: Legal and Ethical Marketing Communications.11.1 JFKs Consumer Bill of Rights and Frances Haugens Call for Regulation11.2 Keeping Brand Stories Legal11.3 Keeping Brand Stories Ethical11.4 Professional Ethics11.5 Case: Kelloggs False Cereal Ad ClaimsQuestions and ExercisesKey ConceptsChapter 12. Stories That Work: Research and Analytics for Communications.12.1 Urchin Software, Google Analytics, and Bernard Marrs KPQs12.2 Descriptive Analytics for IMC12.3 Predictive Analytics for IMC12.4 Prescriptive Analytics for IMC12.5 Case: The Dramatic Effect of Storytelling in Super Bowl CommercialsQuestions and ExercisesKey ConceptsIndexGlossary Review A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers.Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself. Long Description 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 todays 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 the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media. Review Quote A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers. Feature 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 metaverseKey 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 worksheet, example assignments, and syllabi. Details ISBN1538176378 Author Michael K. Coolsen Short Title Brand Storytelling Language English Year 2023 ISBN-10 1538176378 ISBN-13 9781538176375 Format Hardcover UK Release Date 2023-02-14 Audience Age 18-22 Imprint Rowman & Littlefield Place of Publication Lanham, MD Country of Publication United States Illustrations Text Boxes; Illustrations, unspecified; Tables; Halftones, Black & White including Black & White Photographs; Black & White Illustrations NZ Release Date 2023-02-14 Pages 320 Publisher Rowman & Littlefield Subtitle Integrated Marketing Communications for the Digital Media Landscape DEWEY 658.827 Audience Tertiary & Higher Education AU Release Date 2023-02-13 Publication Date 2023-02-14 US Release Date 2023-02-14 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:140092608;
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Book Title: Brand Storytelling
