This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated marketing communications plan.

From the earliest works on storytelling to the latest research, this text explains why storytelling works, the forms storytelling takes and how to develop an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today’s digital first media landscape.

Quesenberry and 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. A distinctive approach also presents the strategic plan and campaign process from a digital and social media first perspective. Digital and social are not an add-on or afterthought. TV and radio include CTV, streaming and podcasts. Outdoor is digital boards, mobile and geotargeting. PR is earned, shared, owned, and paid media. Digital is baked in every chapter for today’s environment where digital advertising spending has surpassed traditional.

Features:

• 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.
• 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, templates, example assignments, and syllabi.