Description
Book SynopsisThis 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 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. 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 today’s 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.
Table of ContentsAbout 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
