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Transmedia Brand Storytelling

Name: Transmedia Brand Storytelling
Brand: Springer, Berlin
SKU: 43479565
Price: 39.09 EUR
Availability: InStock
Author: Karen E. Sutherland
ISBN: 9789819940004

Immersive Experiences from Theory to Practice

Karen E. Sutherland

Richie Barker

Lingua

Inglese

Libro Rigido

Codice Libristo: 43479565

Casa editrice Springer, Berlin, novembre 2023

This book presents new global research on transmedia storytelling as a form of brand communication.... Descrizione completa

Codice Libristo: 43479565

96 b

39.09 €

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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.