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《Brand storytelling :》

Brand storytelling :

ISBN:9781538176375
ISBN:1538176378
编目源:YDX YDX BDX UKMGB OCLCQ YDX IG$ OCLCF ICV OCL OCLCO OCLCL HF9 OCLCO YDX
个人名称:Quesenberry, Keith A.
题名:Brand storytelling : integrated marketing communication for the digital media landscape / Keith A. Quesenberry, Michael K. Coolsen.
载体形态:xi, 308 pages : illustrations (black and white) ; 26 cm
书目附注:Includes bibliographical references and index.
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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