Transmedia Brand Storytelling Immersive Experiences from Theory to Practice
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 practit...
| Main Authors: | , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Singapore
Palgrave Macmillan
2023, 2023
|
| Edition: | 1st ed. 2023 |
| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | 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 |
|---|---|
| Physical Description: | XIII, 281 p. 23 illus., 22 illus. in color online resource |
| ISBN: | 9789819940011 |