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quesenberry k brand storytelling integrated marketing communications 2023

Type:: E-books
Files:: 1
Size:: 12.1 MB
Uploaded On:: March 31, 2023, 1:32 p.m.
Added By:: andryold1
Seeders:: 21
Leechers:: 2
Info Hash:: 6A974123B8B03BCA33FB19EFBA38F81BA8F1821B

Textbook in PDF format 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

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Quesenberry K. Brand Storytelling. Integrated Marketing Communications...2023.pdf 12.1 MB

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quesenberry k brand storytelling integrated marketing communications 2023