Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

This text teaches students how to create effective brand stories using an integrated marketing communications plan. It combines research and theory with practical application and case studies, and presents the strategic plan and campaign process from a digital and social media first perspective.

Format: Paperback / softback
Length: 220 pages
Publication date: 15 February 2023
Publisher: Rowman & Littlefield

This groundbreaking new text delves into the realm of storytelling, empowering students to harness its immense power in an integrated marketing communications plan. Spanning from the earliest origins of storytelling to the most recent research, this comprehensive text elucidates the reasons behind the effectiveness of storytelling, the diverse forms it can take, and the strategies to create an integrated advertising, public relations, and strategic marketing communications campaign that effectively leverages the power of story within the dynamic digital first media landscape of today. Quesenberry and Coolsen offer a harmonious blend of research and theory, complemented by practical applications and case studies, all presented within a classroom-friendly framework suitable for undergraduate or graduate courses, as well as for marketing communications professionals seeking guidance on integrating storytelling into their brand communications. A distinctive approach also presents the strategic plan and campaign process from a digital and social media first perspective, recognizing that digital and social media are not mere add-ons or afterthoughts but rather integral components that shape the modern marketing landscape.

Digital and social media are seamlessly integrated throughout each chapter, reflecting the realities of today's environment where digital advertising spending has surpassed traditional media. Key terms are prominently bolded and defined throughout, accompanied by a comprehensive glossary and an index of key concepts, figures, companies, and cases for easy reference. The book's plan/campaign research section focuses on the evaluation and optimization of IMC execution, encompassing descriptive, predictive, and prescriptive analytics.

In conclusion, this innovative new text serves as a valuable resource for students, educators, and marketing professionals alike, equipping them with the knowledge and skills necessary to craft compelling brand stories and effectively integrate them into their marketing communications strategies. By embracing the power of storytelling, organizations can create meaningful connections with their audiences, drive engagement, and achieve long-term success in the ever-evolving digital landscape.

Weight: 612g
Dimension: 255 x 181 x 22 (mm)
ISBN-13: 9781538176382