{"product_id":"9798216453543","title":"Brand Storytelling Integrated Marketing Communications for the Digital Media Landscape","description":"\u003ch1\u003eBrand Storytelling\u003c\/h1\u003e\u003ch2\u003eIntegrated Marketing Communications for the Digital Media Landscape\u003c\/h2\u003e\u003ch3\u003eKeith A. Quesenberry | Michael K. Coolsen\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eLanguage Arts \u0026amp; Disciplines \/ Communication Studies\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eLearn how and why storytelling works and develop integrated advertising, PR, and strategic marketing communications campaigns that leverage your brand's story within today's digital-first media landscape.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eNow in a second edition with new case studies, updated statistics, sections on cultural strategy and archetypes, extensive exploration of AI use, this guide is packed with practical guidance and exercises for students and professionals.\u003cbr\u003e\u003cbr\u003eEmphasizing 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 paid, earned, shared, and owned media.\u003cbr\u003e\u003cbr\u003e Features:\u003cbr\u003e-Chapters introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, case studies, questions for consideration, and list of key concepts for review.\u003cbr\u003e-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.\u003cbr\u003e-Campaign research addresses evaluation and optimization of IMC execution, including descriptive, predictive, and prescriptive analytics.\u003cbr\u003e-New case studies reference campaigns from The Odyssey film, The World Cup, Apartments.com, Snapple Quaker Oats, Uber Eats' NFL, Stella Artois, and TurboTax. \u003cbr\u003e-New technologies, trends, and theories include micro-drama and short-form social media videos; marketing myopia; Jobs-to-Be-Done theory; brand archetypes and anti-archetypes; the SIVA model; generative engine optimization (GEO); Google's RSAs, RDAs, and P-Max campaigns; virtual AI influencers, AI media-buying; Meta Muse; and Google Analytics 4 (GA4) UTM tracking. \u003cbr\u003e\u003cbr\u003eInstructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eKeith A. Quesenberry\u003c\/b\u003e, a Professor of Practice at Bucknell University, USA, has taught graduate and undergraduate courses at Johns Hopkins, Temple, Messiah, and West Virginia Universities, USA. He is author of \u003ci\u003eSocial Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution \u003c\/i\u003eand co-author of \u003ci\u003eBrand Storytelling: Integrated Marketing Communications for the Digital Media Landscape\u003c\/i\u003e.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eMichael K. Coolsen\u003c\/b\u003e is Professor of Marketing at Shippensburg University, USA, and an award-winning researcher and consultant. 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.\u003c\/p\u003e\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e08 July 2027\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9798216453543\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e384\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e16.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":62308164501644,"sku":"9798216453543","price":117.0,"currency_code":"USD","in_stock":true}],"url":"https:\/\/lateknightbooks.com\/products\/9798216453543","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}