![]() Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics.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.Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2.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.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. 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. O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.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.įrom 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. Get Authentic Marketing now with the O’Reilly learning platform. This enables the listener to truly experience what’s happening in the story.įor all of these reasons, storytelling can be the pathway to making connections and igniting engagement-key elements of. So if the story is describing a specific smell, our olfactory system reacts, movement in the story triggers our motor cortex, even emotions conveyed in a story evoke those same feelings. In addition, a good story fires mirror neurons, which light up specific parts of our brain that “mirror” what’s happening in the story. ![]() Experts confirm that engaging stories result in a better understanding-and better recall-of key points. Oxytocin, dubbed the wonder drug of storytelling, kicks in as the audience identifies with the main character/s, evoking empathy and a narrative transportation that creates engagement and can move people to a desired action. Cortisol is released when something captures our attention, like distress or conflict, keeping us involved and engaged in the narrative. When great stories are told, two primary neurochemicals go to work. Storytelling has a powerful effect on our brains, triggering an array of biological responses and emotions that help us connect to, be moved by, and remember the story. But tell me a story and it will live in my heart forever. ![]() CHAPTER 7 Move Beyond Storytelling to Storydoing
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