| 格式化内容附注： | Introduction -- Part I: Why story matters and the story formula. Frame of reference : storytelling perspectives -- Plays to pyramids : Aristotle, Shakespeare, and Freytag -- Dramatic brands : from form to function -- Part II: Foundations of IMC storytelling. Set the stage : marketing, IMC, and media -- Point of view : consumer insight and creative brief -- Part III: Stories for different mediums. Sound and motion : TV ads, online video, and radio -- The new page : magazine, newspaper, and out-of-home advertising -- Connecting with the audience : direct, digital, and experiential marketing -- New model for newsworthy : public relations, social media, and influencer marketing -- Part IV: Getting the story into the world. Selling the drama : final plans and pitches -- Stories well told : legal and ethical marketing communications -- Stories that work : marketing research and analytics for communications -- Glossary. |
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