Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape 1st edition by Keith Quesenberry, Michael Coolsen ISBN 1538176386 978-1538176382

Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape 1st edition by Keith Quesenberry, Michael Coolsen – Ebook PDF Instant Download/Delivery.  1538176386  978-1538176382
Full download Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape 1st edition after payment

Product details:

ISBN 10: 1538176386
ISBN 13:  978-1538176382
Author: Keith Quesenberry, Michael Coolsen

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.

Features:

• Chapters 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.

• Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2.
• Key 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.
• Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics.
• Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.

Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape 1st Table of contents:

Preface

---

Chapter 1: Introduction to Brand Storytelling

1.1. The Power of Storytelling in Marketing
1.2. The Role of Brand Narratives
1.3. Understanding the Digital Media Landscape
1.4. The Evolution of Brand Storytelling
1.5. Key Benefits of Brand Storytelling

---

Chapter 2: The Basics of Integrated Marketing Communications (IMC)

2.1. What is Integrated Marketing Communications?
2.2. The Four Key Components of IMC
2.3. IMC and the Consumer Journey
2.4. Traditional vs. Digital Media in IMC
2.5. The Importance of Consistent Messaging

---

Chapter 3: Crafting a Compelling Brand Story

3.1. Elements of a Strong Brand Story
3.2. Understanding Your Brand’s Purpose
3.3. Identifying Target Audiences
3.4. Aligning Your Story with Consumer Values
3.5. Authenticity in Brand Storytelling

---

Chapter 4: Digital Platforms and Storytelling Channels

4.1. The Impact of Digital Transformation on Marketing
4.2. Social Media Platforms for Brand Storytelling
4.3. Influencer Marketing and Collaborative Storytelling
4.4. Websites, Blogs, and Content Marketing
4.5. Video, Podcasts, and Interactive Content
4.6. The Role of Mobile in Storytelling
4.7. Email Marketing for Storytelling

---

Chapter 5: Creating and Delivering Stories Across Multiple Platforms

5.1. Multi-Platform Storytelling Strategies
5.2. Cross-Channel Storytelling Techniques
5.3. Using Data to Personalize Brand Stories
5.4. Storytelling through Paid, Owned, and Earned Media
5.5. Tools and Technologies for Managing Integrated Campaigns

---

Chapter 6: Engagement and Interaction in Digital Storytelling

6.1. The Shift from Broadcasting to Conversational Marketing
6.2. Building Emotional Connections Through Engagement
6.3. Encouraging User-Generated Content
6.4. Social Listening and Real-Time Interaction
6.5. Measuring Engagement and Success

---

Chapter 7: Case Studies in Brand Storytelling

7.1. Analyzing Successful Brand Stories in the Digital Age
7.2. Case Study 1: Apple – The Story of Innovation
7.3. Case Study 2: Coca-Cola – Connecting Through Happiness
7.4. Case Study 3: Nike – Empowering Through Sports
7.5. Case Study 4: Airbnb – Creating Community Experiences
7.6. Key Takeaways from Case Studies

---

Chapter 8: Storytelling Ethics and Legal Considerations

8.1. Ethics in Digital Storytelling
8.2. Protecting Brand Integrity
8.3. Transparency and Authenticity in Content
8.4. Intellectual Property and Copyright Laws
8.5. Privacy Concerns in Digital Marketing

---

Chapter 9: Measuring and Evaluating Brand Storytelling Effectiveness

9.1. Defining Success in Brand Storytelling
9.2. Key Performance Indicators (KPIs) for Digital Campaigns
9.3. Metrics for Social Media and Content Marketing
9.4. Using Analytics to Refine and Improve Storytelling
9.5. The Role of ROI in Storytelling Campaigns

---

Chapter 10: The Future of Brand Storytelling

10.1. Emerging Trends in Brand Storytelling
10.2. The Rise of Artificial Intelligence and Personalization
10.3. Virtual and Augmented Reality in Storytelling
10.4. Predictive Analytics and Data-Driven Storytelling
10.5. Preparing for the Future of Brand Communications

---

Index

People also search for Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape 1st :

luxury brand storytelling examples

best brand storytelling examples

nike brand storytelling

importance of brand storytelling

why is brand storytelling important