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Brand storytelling : integrated marketing communications for the digital media landscape / Keith A. Quesenberry, Michael Coolsen

Main Author Quesenberry, Keith A. Coauthor Coolsen, Michael Publication Maryland : Rowman & Littlefield, 2023 Description 308, [4] p. : il. ; 26 cm ISBN 978-1-5381-7637-5 Abstract This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. 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. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.
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
Topical name Branding
Brand storytelling
Social media
Marketing - Séc. 21
Experiência de marca
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8 [M] COO Available IA15619
Total holds: 0

This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan.

From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape.

Keith A. Quesenberry and Michael K. 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. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.

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

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