{"product_id":"brand-storytelling-integrated-marketing-communications-for-the-digital-media-landscape-paperback","title":"Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eKeith A. Quesenberry\u003c\/b\u003e (Author), \u003cb\u003eMichael K. Coolsen\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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. \u003cbr\u003eFrom 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. \u003cbr\u003eKeith 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, \u003ci\u003eBrand Storytelling\u003c\/i\u003e also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.\u003cbr\u003eFeatures: \u003cbr\u003eChapters 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eKeith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell's and Hershey. Quesenberry is author of \u003ci\u003eSocial Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eMichael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in \u003ci\u003ePsychology Today\u003c\/i\u003e, \u003ci\u003eHarvard Business Review, Advertising Age, PRWeek\u003c\/i\u003e, \u003ci\u003eJournal of Interactive Marketing, Journal of Current Issues \u0026amp; Research in Advertising, Journal of Marketing Theory and Practice\u003c\/i\u003e, \u003ci\u003eInternational Journal of Integrated Marketing Communications\u003c\/i\u003e.\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 220\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.67 x 10 x 7 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e February 06, 2023\u003c\/div\u003e\n            ","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":45670575046700,"sku":"9781538176382","price":62.91,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0728\/0954\/5772\/files\/p4OURqcpp_9781538176382.webp?v=1781676789","url":"https:\/\/smartsupplydeals.com\/products\/brand-storytelling-integrated-marketing-communications-for-the-digital-media-landscape-paperback","provider":"Smart supply deals","version":"1.0","type":"link"}