{"product_id":"brand-storytelling-integrated-marketing-communications-for-the-digital-media-landscape-9781538176375","title":"Brand Storytelling: Integrated Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003eFrom 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. \u003c\/p\u003e\u003cp\u003eQuesenberry 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.\u003c\/p\u003e\u003cp\u003eFeatures:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eChapters 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.\u003c\/li\u003e\n\u003cli\u003eKey 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.\u003c\/li\u003e\n\u003cli\u003ePlan\/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics. \u003c\/li\u003e\n\u003cli\u003eInstructor resources include chapter outlines, learning objectives, test banks, slides, forms, templates, example assignments, and syllabi. \u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAbout the Authors\u003c\/p\u003e\u003cp\u003eIntroduction\u003c\/p\u003e\u003cp\u003ePart I: Why Story Matters and the Story Formula\u003c\/p\u003e\u003cp\u003eChapter 1: Point of View: Storytelling Perspectives\u003c\/p\u003e\u003cp\u003e1.1 Michelle Phan Storytelling Influencer\u003c\/p\u003e\u003cp\u003e1.2 Storytelling in the News\u003c\/p\u003e\u003cp\u003e1.3 The Science Behind Storytelling\u003c\/p\u003e\u003cp\u003e1.4 Storytelling in Professional Practice\u003c\/p\u003e\u003cp\u003e1.5 Case: Microsoft’s Chief Storyteller\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts \u003c\/p\u003e\u003cp\u003eChapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag\u003c\/p\u003e\u003cp\u003e2.1 Sir Ernest Shackleton Ad\u003c\/p\u003e\u003cp\u003e2.2 Aristotle’s Theory of Drama\u003c\/p\u003e\u003cp\u003e2.3 Shakespearean Plays and Freytag’s Pyramid\u003c\/p\u003e\u003cp\u003e2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle\u003c\/p\u003e\u003cp\u003e2.5 Five-Act Advertising Campaigns\u003c\/p\u003e\u003cp\u003e2.6 Case: Apple’s Get a Mac\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 3: Dramatic Brands: From Form To Function\u003c\/p\u003e\u003cp\u003e3.1 Simon Sinek’s Start with Why\u003c\/p\u003e\u003cp\u003e3.2 Inside Out Marketing\u003c\/p\u003e\u003cp\u003e3.3 Brand and Buyer Story\u003c\/p\u003e\u003cp\u003e3.4 Brand and Buyer identity\u003c\/p\u003e\u003cp\u003e3.5 Case: Patagonia’s Consumers Don’t Always Consume\u003c\/p\u003e\u003cp\u003eQuestions for Consideration\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003ePart II: Foundations of IMC Storytelling\u003c\/p\u003e\u003cp\u003eChapter 4: Set the Stage: Marketing, IMC, and Media\u003c\/p\u003e\u003cp\u003e4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC\u003c\/p\u003e\u003cp\u003e4.2 Understanding the Marketing Mix\u003c\/p\u003e\u003cp\u003e4.3 Identifying IMC Touchpoints\u003c\/p\u003e\u003cp\u003e4.4 Planning the Media Mix\u003c\/p\u003e\u003cp\u003e4.5 Case: Gatorade isn’t Hydration for Everyone \u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 5: POV: Consumer Insight and Creative Brief\u003c\/p\u003e\u003cp\u003e5.1 Carol Williams POV and The Three Rs of Influence\u003c\/p\u003e\u003cp\u003e5.2 Uncovering Insights\u003c\/p\u003e\u003cp\u003e5.3 Write the Creative Brief \u003c\/p\u003e\u003cp\u003e5.4 Develop the Creative Idea\u003c\/p\u003e\u003cp\u003e5.5 Case: Snickers’ You’re Not You When You’re Hungry\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003ePart III: Stories for Different Mediums\u003c\/p\u003e\u003cp\u003eChapter 6: Sound and Motion: TV Ads, Video, and Radio\u003c\/p\u003e\u003cp\u003e6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution\u003c\/p\u003e\u003cp\u003e6.2 Brand Stories in TV Ads\u003c\/p\u003e\u003cp\u003e6.3 Brand Stories in Online Video\u003c\/p\u003e\u003cp\u003e6.4 Brand Stories in Radio\u003c\/p\u003e\u003cp\u003e6.5 Case: Motel 6 Leaves the Light on For You\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 7: The New Page: Magazine, Newspaper, and Out-of-Home\u003c\/p\u003e\u003cp\u003e7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction \u003c\/p\u003e\u003cp\u003e7.2 Brand Stories in Print \u003c\/p\u003e\u003cp\u003e7.3 Brand Stories in Magazines\u003c\/p\u003e\u003cp\u003e7.4 Brand Stories in Newspaper \u0026amp; Out-of-Home\u003c\/p\u003e\u003cp\u003e7.5 Case: Chick-fil-A’s Cows\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing\u003c\/p\u003e\u003cp\u003e8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility\u003c\/p\u003e\u003cp\u003e8.2 Brand Stories with Direct Marketing\u003c\/p\u003e\u003cp\u003e8.3 Brand Stories with Digital Marketing\u003c\/p\u003e\u003cp\u003e8.4 Brand Stories with Experiential Marketing\u003c\/p\u003e\u003cp\u003e8.5 Case: Taco Bell Hotel\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing\u003c\/p\u003e\u003cp\u003e9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.\u003c\/p\u003e\u003cp\u003e9.2 Brand Stories in Public Relations\u003c\/p\u003e\u003cp\u003e9.3 Brand Stories in Social Media\u003c\/p\u003e\u003cp\u003e9.4 Brand Stories in Influencer Marketing\u003c\/p\u003e\u003cp\u003e9.5 Case: Crockpot Firestorm\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003ePart IV: Getting the Story into the World\u003c\/p\u003e\u003cp\u003eChapter 10. Selling the Drama: Final Plans and Pitches \u003c\/p\u003e\u003cp\u003e10.1 Abraham Lincoln and Martin Luther King Jr.\u003c\/p\u003e\u003cp\u003e10.2 The IMC Plan Book\u003c\/p\u003e\u003cp\u003e10.3 The IMC Plan Outline\u003c\/p\u003e\u003cp\u003e10.4 The IMC Pitch\u003c\/p\u003e\u003cp\u003e10.5 Case: The IMC Plan As A Story\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 11. Stories Well Told: Legal and Ethical Marketing Communications.\u003c\/p\u003e\u003cp\u003e11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation\u003c\/p\u003e\u003cp\u003e11.2 Keeping Brand Stories Legal\u003c\/p\u003e\u003cp\u003e11.3 Keeping Brand Stories Ethical\u003c\/p\u003e\u003cp\u003e11.4 Professional Ethics\u003c\/p\u003e\u003cp\u003e11.5 Case: Kellogg’s False Cereal Ad Claims\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eChapter 12. Stories That Work: Research and Analytics for Communications.\u003c\/p\u003e\u003cp\u003e12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs\u003c\/p\u003e\u003cp\u003e12.2 Descriptive Analytics for IMC\u003c\/p\u003e\u003cp\u003e12.3 Predictive Analytics for IMC\u003c\/p\u003e\u003cp\u003e12.4 Prescriptive Analytics for IMC\u003c\/p\u003e\u003cp\u003e12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials\u003c\/p\u003e\u003cp\u003eQuestions and Exercises\u003c\/p\u003e\u003cp\u003eKey Concepts\u003c\/p\u003e\u003cp\u003eIndex\u003c\/p\u003e\u003cp\u003eGlossary\u003c\/p\u003e","brand":"Rowman \u0026 Littlefield","offers":[{"title":"Default Title","offer_id":51041249132887,"sku":"9781538176375","price":55.8,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/brand-storytelling-integrated-marketing-communications-for-the-digital-media-landscape-9781538176375","provider":"Book Curl","version":"1.0","type":"link"}