Richie Barker: Transmedia Brand Storytelling

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

36,30 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:

Der Artikel ist nicht in deutscher Sprache verfasst.
Die Sprache der Produktbeschreibung und Details kann in Englisch angegeben sein. Sollten Sie Verständnisprobleme haben, wenden Sie sich gerne an uns.

Beschreibung

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.

Über den Autor

Dr Karen Sutherland is a Senior Lecturer in PR at the University of the Sunshine Coast and a Senior Fellow of the Higher Education Academy. A multi-award winning social media educator and author, Dr Sutherland is also the author of award-winning text, Strategic Social Media Management - Theory and Practice by Palgrave Macmillan, co-author of Public Relations and Strategic Communication by Oxford University Press, and Co-Founder of Dharana Digital. Dr Sutherland's research has appeared in journals including Public Relations Review and Media International Australia and she has presented at conferences and industry events in Australia, New Zealand, Portugal, India, the UK and the USA. Dr Sutherland regularly delivers social media workshops and coaching sessions to clients from a range of industries within Australia and around the world.

Dr Richie Barker is a Senior Lecturer in Communication at Deakin University's School of Communication and Creative Arts and Fellow of the Higher Education Academy. His scholarly research focuses on the evolving nature of professional communication practice in the digital media era. Of specific interest are topics of digital media's disruption of advertising creativity, ageism in advertising and the application of transmedia storytelling in brand communication contexts. His research has been published in Convergence, Transformations, Sociological Review, Journal of Interactive Advertising, Journal of Media Practice, Journal of Communication Management and Creative Industries Journal. Before becoming a brand communication researcher and educator, Dr Barker worked in the fields of advertising and digital media for clients in corporate, not-for-profit and government sectors.

Zusammenfassung

A contemporary exploration of transmedia storytelling theory from an international brand perspective

Includes findings from interviews with brand storytelling practitioners from a wide range of countries and sectors

Draws on analysis of primary and secondary research data to propose a Transmedia Brand Storytelling Model for Practice

Inhaltsverzeichnis

Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice.- Chapter 2: What is transmedia storytelling?.- Chapter 3: The creative logic of transmedia

storytelling.- 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.

Details

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	xiii 281 S. 1 s/w Illustr. 22 farbige Illustr. 281 p. 23 illus. 22 illus. in color.
ISBN-13:	9789819940004
ISBN-10:	9819940001
Sprache:	Englisch
Einband:	Gebunden
Autor:	Barker, Richie Sutherland, Karen E.
Auflage:	1st edition 2023
Hersteller:	Springer Singapore Springer Nature Singapore
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	216 x 153 x 21 mm
Von/Mit:	Richie Barker (u. a.)
Erscheinungsdatum:	05.10.2023
Gewicht:	0,498 kg

Artikel-ID: 126986216