Brand Storytelling
Integrated Marketing Communications for the Digital Media Landscape
- Textbook
Brand Storytelling
Integrated Marketing Communications for the Digital Media Landscape
- Textbook
Available for purchase via Bloomsbury etextbooks on publication date
Description
Learn how and why storytelling works and develop integrated advertising, PR, and strategic marketing communications campaigns that leverage your brand's story within today's digital-first media landscape.
Now in a second edition with new case studies, updated statistics, sections on cultural strategy and archetypes, extensive exploration of AI use, this guide is packed with practical guidance and exercises for students and professionals.
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 paid, earned, shared, and owned media.
Features:
-Chapters introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, case studies, questions for consideration, and list of key concepts for review.
-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.
-Campaign research addresses evaluation and optimization of IMC execution, including descriptive, predictive, and prescriptive analytics.
-New case studies reference campaigns from The Odyssey film, The World Cup, Apartments.com, Snapple Quaker Oats, Uber Eats' NFL, Stella Artois, and TurboTax.
-New technologies, trends, and theories include micro-drama and short-form social media videos; marketing myopia; Jobs-to-Be-Done theory; brand archetypes and anti-archetypes; the SIVA model; generative engine optimization (GEO); Google's RSAs, RDAs, and P-Max campaigns; virtual AI influencers, AI media-buying; Meta Muse; and Google Analytics 4 (GA4) UTM tracking.
Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.
Accessibility Information
Additional accessibility information
- EPUB 3.0
- Conforms with the requirements of EPUB Accessibility Spec v1.1
- WCAG level AA
- WCAG v2.2 compliant
- accessibility@bloomsbury.com
Hazards
The publication contains no hazards
Support for non-visual reading
- No accessibility features offered by the reading system, device or reading software are disabled or otherwise unusable with the product
- Has alternative text descriptions for images
Visual adjustments
Appearance of the text and page layout can be modified according to the capabilities of the reading system (font family and size, spaces, as well as color of background and text)
Navigation
- Page list to go to pages from the print source version
- Elements such as headings, tables, etc for structured navigation
- All or substantially all textual matter is arranged in a single logical reading order
- Content is enhanced with ARIA roles to optimize organization and facilitate navigation
- Purposes of all links are made clear
Rich content
Language tagging provided
Table of Contents
Part I: Why Story Matters and the Story Formula
1. Frame of Reference: Storytelling Perspectives
2. Plays to Pyramids: Aristotle, Shakespeare, and Freytag
3. Dramatic Brands: From Form to Function
Part II: Foundations of IMC Storytelling
4. Set the Stage: Marketing, IMC, and Media
5. Point of View: Consumer Insight and Creative Brief
Part III: Stories for Different Media
6. Sound and Motion: TV Ads, Online Video, and Radio
7. The New Page: Magazine, Newspaper, and Out-of-Home Advertising
8. Connecting with the Audience: Direct, Digital, and Experiential Marketing
9. New Model for Newsworthy: Public Relations, Social Media, and Influencer Marketing
Part IV: Getting the Story into the World
10. Selling the Drama: Final Plans and Pitches
11. Stories Well Told: Legal and Ethical Marketing Communications
12. Stories That Work: Marketing Research and Analytics for Communications
Glossary
Notes
Index
Product details
| Published | 10 Jun 2027 |
|---|---|
| Format | Ebook (Epub & Mobi) |
| Edition | 2nd |
| Pages | 384 |
| ISBN | 9798216453550 |
| Imprint | Bloomsbury Academic |
| Illustrations | 132 b/w illus |
| Publisher | Bloomsbury Publishing |
Digital Resource
Other [unhandled role]
Online Resources
Related Titles
