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.
Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell's and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution. Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.
About the Authors Introduction Part I: Why Story Matters and the Story Formula Chapter 1: Point of View: Storytelling Perspectives 1.1 Michelle Phan Storytelling Influencer 1.2 Storytelling in the News 1.3 The Science Behind Storytelling 1.4 Storytelling in Professional Practice 1.5 Case: Microsoft's Chief Storyteller Questions and Exercises Key Concepts Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag 2.1 Sir Ernest Shackleton Ad 2.2 Aristotle's Theory of Drama 2.3 Shakespearean Plays and Freytag's Pyramid 2.4 Campbell's Hero's Journey and Hamon's Story Circle 2.5 Five-Act Advertising Campaigns 2.6 Case: Apple's Get a Mac Questions and Exercises Key Concepts Chapter 3: Dramatic Brands: From Form To Function 3.1 Simon Sinek's Start with Why 3.2 Inside Out Marketing 3.3 Brand and Buyer Story 3.4 Brand and Buyer identity 3.5 Case: Patagonia's Consumers Don't Always Consume Questions for Consideration Questions and Exercises Part II: Foundations of IMC Storytelling Chapter 4: Set the Stage: Marketing, IMC, and Media 4.1 Philip Kotler's Four Ps and Don Schultz's IMC 4.2 Understanding the Marketing Mix 4.3 Identifying IMC Touchpoints 4.4 Planning the Media Mix 4.5 Case: Gatorade isn't Hydration for Everyone Questions and Exercises Key Concepts Chapter 5: POV: Consumer Insight and Creative Brief 5.1 Carol Williams POV and The Three Rs of Influence 5.2 Uncovering Insights 5.3 Write the Creative Brief 5.4 Develop the Creative Idea 5.5 Case: Snickers' You're Not You When You're Hungry Questions and Exercises Key Concepts Part III: Stories for Different Mediums Chapter 6: Sound and Motion: TV Ads, Video, and Radio 6.1 Rosser Reeves USP and Bill Bernbach's Creative Revolution 6.2 Brand Stories in TV Ads 6.3 Brand Stories in Online Video 6.4 Brand Stories in Radio 6.5 Case: Motel 6 Leaves the Light on For You Questions and Exercises Key Concepts Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home 7.1 Mary Wells Laurance's Copywriting and Helmet Krone's Art Direction 7.2 Brand Stories in Print 7.3 Brand Stories in Magazines 7.4 Brand Stories in Newspaper & Out-of-Home 7.5 Case: Chick-fil-A's Cows Questions and Exercises Key Concepts Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing 8.1 Lester Wunderman's Direct Selling and Jay Baer's Youtility 8.2 Brand Stories with Direct Marketing 8.3 Brand Stories with Digital Marketing 8.4 Brand Stories with Experiential Marketing 8.5 Case: Taco Bell Hotel Questions and Exercises Key Concepts Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing 9.1 Edward Bernays P.R. and Gini Dietrich's Spin Sucks. 9.2 Brand Stories in Public Relations 9.3 Brand Stories in Social Media 9.4 Brand Stories in Influencer Marketing 9.5 Case: Crockpot Firestorm Questions and Exercises Key Concepts Part IV: Getting the Story into the World Chapter 10. Selling the Drama: Final Plans and Pitches 10.1 Abraham Lincoln and Martin Luther King Jr. 10.2 The IMC Plan Book 10.3 The IMC Plan Outline 10.4 The IMC Pitch 10.5 Case: The IMC Plan As A Story Questions and Exercises Key Concepts Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications. 11.1 JFK's Consumer Bill of Rights and Frances Haugen's Call for Regulation 11.2 Keeping Brand Stories Legal 11.3 Keeping Brand Stories Ethical 11.4 Professional Ethics 11.5 Case: Kellogg's False Cereal Ad Claims Questions and Exercises Key Concepts Chapter 12. Stories That Work: Research and Analytics for Communications. 12.1 Urchin Software, Google Analytics, and Bernard Marr's KPQs 12.2 Descriptive Analytics for IMC 12.3 Predictive Analytics for IMC 12.4 Prescriptive Analytics for IMC 12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials Questions and Exercises Key Concepts Index Glossary
