Karen Sutherland,
Richie Barker
Transmedia Brand Storytelling
Immersive Experiences from Theory to Practice
Gebonden Engels 2023 9789819940004Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.
Specificaties
ISBN13:9789819940004
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan
Verschijningsdatum:5-10-2023
Hoofdrubriek:Communicatie en media
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice.- Chapter 2: What is transmedia storytelling?.- Chapter 3: The creative logic of transmediastorytelling.- Chapter 4: Practitioner perceptions of transmedia storytelling.- Chapter 5: Planning and creating transmedia storytelling projects.- Chapter 6: Audience participation and “learning” transmedia storytelling.- Chapter 7: Evaluating transmedia storytelling experiences.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
