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Author: Robin Landa
Publisher: Columbia University Press
ISBN: 0231557345
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefit—stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging. This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies such as Amazon, Nike, the New York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.
Author: Robin Landa
Publisher: Columbia University Press
ISBN: 0231557345
Category : Business & Economics
Languages : en
Pages : 374
Get Book Here
Book Description
In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefit—stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging. This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies such as Amazon, Nike, the New York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.
Author: Izabela Derda
Publisher: Taylor & Francis
ISBN: 1000970450
Category : Business & Economics
Languages : en
Pages : 92
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Book Description
At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.
Author: JOBBER AND ELLI
Publisher: McGraw Hill
ISBN: 1526849542
Category : Business & Economics
Languages : en
Pages : 938
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Book Description
EBOOK: Principles and Practices of Marketing 10/e
Author: Keith A. Quesenberry
Publisher: Rowman & Littlefield
ISBN: 1538176394
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. 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. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media. 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. Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2. 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, template worksheets, example assignments, and syllabi.
Author: Pei-Luen Patrick Rau
Publisher: Springer Nature
ISBN: 3031609131
Category :
Languages : en
Pages : 441
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Book Description
Author: Raquel V. Benítez Rojas
Publisher: CRC Press
ISBN: 1040159958
Category : Computers
Languages : en
Pages : 195
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Book Description
Revolutionizing Communication: The Role of Artificial Intelligence explores the wide-ranging effects of artificial intelligence (AI) on how we connect and communicate, changing social interactions, relationships, and the very structure of our society. Through insightful analysis, practical examples, and knowledgeable perspectives, the book examines chatbots, virtual assistants, natural language processing, and more. It shows how these technologies have a significant impact on cultural productions, business, education, ethics, advertising, media, journalism, and interpersonal interactions. Revolutionizing Communication is a guide to comprehending the present and future of communication in the era of AI. It provides invaluable insights for professionals, academics, and everyone interested in the significant changes occurring in our digital age.
Author: Kath Dooley
Publisher: Springer Nature
ISBN: 3031541006
Category :
Languages : en
Pages : 329
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Book Description
Author: Constantine Stephanidis
Publisher: CRC Press
ISBN: 1040318606
Category : Computers
Languages : en
Pages : 2935
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Book Description
The pervasive influence of technology continuously shapes our daily lives. From smartphones to smart homes, technology is revolutionizing the way we live, work and interact with each other. Human-computer interaction (HCI) is a multidisciplinary research field focusing on the study of people interacting with information technology and plays a critical role in the development of computing systems that work well for the people using them, ensuring the seamless integration of interactive systems into our technologically driven lifestyles. The book series contains six volumes providing extensive coverage of the field, wherein each one addresses different theoretical and practical aspects of the HCI discipline. Readers will discover a wealth of information encompassing the foundational elements, state-of-the-art review in established and emerging domains, analysis of contemporary advancements brought about by the evolution of interactive technologies and artificial intelligence, as well as the emergence of diverse societal needs and application domains. These books: · Showcase the pivotal role of HCI in designing interactive applications across a diverse array of domains. · Explore the dynamic relationship between humans and intelligent environments, with a specific emphasis on the role of Artificial Intelligence (AI) and the Internet of Things (IoT). · Provide an extensive exploration of interaction design by examining a wide range of technologies, interaction techniques, styles and devices. · Discuss user experience methods and tools for the design of user-friendly products and services. · Bridge the gap between software engineering and human-computer interaction practices for usability, inclusion and sustainability. These volumes are an essential read for individuals interested in human-computer interaction research and applications.
Author: Hemachandran K
Publisher: CRC Press
ISBN: 1000989828
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
The metaverse is the future of business applications and models, and this ground-breaking book points and details a complete and clear picture of how the metaverse can impact the various business segments and how the human element will be maintained within the evolutionary change. This book serves as a guide for those planning to implement and expand the metaverse in their business as well as those already using it on limited levels. Simulated intelligence innovation can reveal intricate and significant examples in robust and information-rich situations that posture difficulties for human insight. In addition, similar to other burgeoning advancements, the experience and aptitudes accumulated by vendors and consumers, alongside the steady analysis of interactions and information, empower metaverse calculations to be refined and improved. This book illustrates the current advancements and results and expands the analysis of human-centric metaverse applications to business segments and their future effects on overall enterprise management. Essentially, this book elaborates on the impact of the metaverse across business sectors through the use of case studies.
Author: Ian Johnson
Publisher: Oxford University Press
ISBN: 0197575501
Category : Biography & Autobiography
Languages : en
Pages : 404
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Book Description
A vital account of how some of China's most important writers, filmmakers, and artists haver overcome crackdowns and censorship to challenge the Chinese Communist Party on its most sacred ground, its monopoly on history"
