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Author:   Keith A. Quesenberry ,  Michael K. Coolsen
Publisher:   Rowman & Littlefield
Imprint:   Rowman & Littlefield
Dimensions:   Width: 17.80cm , Height: 1.90cm , Length: 24.80cm
Weight:   0.658kg
ISBN:  

9781538176382

ISBN 10:   1538176386
Pages:   220
Publication Date:   06 February 2023
Recommended Age:   From 18 to 22 years
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

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

Reviews

"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. --Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business 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. -- ""Journal of Advertising Education"" 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."

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. --Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business 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. -- ""Journal of Advertising Education""

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.--Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business

Author Information

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, Campbell’s 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.

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