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<p><span>This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today’s digital first media landscape.</span></p>

<p><span>About the Authors</span></p>
<p><span>Introduction</span></p>
<p><span>Part I: Why Story Matters and the Story Formula</span></p>
<p><span>Chapter 1: Point of View: Storytelling Perspectives</span></p>
<p><span>1.1 Michelle Phan Storytelling Influencer</span></p>
<p><span>1.2 Storytelling in the News</span></p>
<p><span>1.3 The Science Behind Storytelling</span></p>
<p><span>1.4 Storytelling in Professional Practice</span></p>
<p><span>1.5 Case: Microsoft’s Chief Storyteller</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts </span></p>
<p><span>Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag</span></p>
<p><span>2.1 Sir Ernest Shackleton Ad</span></p>
<p><span>2.2 Aristotle’s Theory of Drama</span></p>
<p><span>2.3 Shakespearean Plays and Freytag’s Pyramid</span></p>
<p><span>2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle</span></p>
<p><span>2.5 Five-Act Advertising Campaigns</span></p>
<p><span>2.6 Case: Apple’s Get a Mac</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 3: Dramatic Brands: From Form To Function</span></p>
<p><span>3.1 Simon Sinek’s Start with Why</span></p>
<p><span>3.2 Inside Out Marketing</span></p>
<p><span>3.3 Brand and Buyer Story</span></p>
<p><span>3.4 Brand and Buyer identity</span></p>
<p><span>3.5 Case: Patagonia’s Consumers Don’t Always Consume</span></p>
<p><span>Questions for Consideration</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Part II: Foundations of IMC Storytelling</span></p>
<p><span>Chapter 4: Set the Stage: Marketing, IMC, and Media</span></p>
<p><span>4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC</span></p>
<p><span>4.2 Understanding the Marketing Mix</span></p>
<p><span>4.3 Identifying IMC Touchpoints</span></p>
<p><span>4.4 Planning the Media Mix</span></p>
<p><span>4.5 Case: Gatorade isn’t Hydration for Everyone </span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 5: POV: Consumer Insight and Creative Brief</span></p>
<p><span>5.1 Carol Williams POV and The Three Rs of Influence</span></p>
<p><span>5.2 Uncovering Insights</span></p>
<p><span>5.3 Write the Creative Brief </span></p>
<p><span>5.4 Develop the Creative Idea</span></p>
<p><span>5.5 Case: Snickers’ You’re Not You When You’re Hungry</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Part III: Stories for Different Mediums</span></p>
<p><span>Chapter 6: Sound and Motion: TV Ads, Video, and Radio</span></p>
<p><span>6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution</span></p>
<p><span>6.2 Brand Stories in TV Ads</span></p>
<p><span>6.3 Brand Stories in Online Video</span></p>
<p><span>6.4 Brand Stories in Radio</span></p>
<p><span>6.5 Case: Motel 6 Leaves the Light on For You</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home</span></p>
<p><span>7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction </span></p>
<p><span>7.2 Brand Stories in Print </span></p>
<p><span>7.3 Brand Stories in Magazines</span></p>
<p><span>7.4 Brand Stories in Newspaper &amp; Out-of-Home</span></p>
<p><span>7.5 Case: Chick-fil-A’s Cows</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing</span></p>
<p><span>8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility</span></p>
<p><span>8.2 Brand Stories with Direct Marketing</span></p>
<p><span>8.3 Brand Stories with Digital Marketing</span></p>
<p><span>8.4 Brand Stories with Experiential Marketing</span></p>
<p><span>8.5 Case: Taco Bell Hotel</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing</span></p>
<p><span>9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.</span></p>
<p><span>9.2 Brand Stories in Public Relations</span></p>
<p><span>9.3 Brand Stories in Social Media</span></p>
<p><span>9.4 Brand Stories in Influencer Marketing</span></p>
<p><span>9.5 Case: Crockpot Firestorm</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Part IV: Getting the Story into the World</span></p>
<p><span>Chapter 10. Selling the Drama: Final Plans and Pitches </span></p>
<p><span>10.1 Abraham Lincoln and Martin Luther King Jr.</span></p>
<p><span>10.2 The IMC Plan Book</span></p>
<p><span>10.3 The IMC Plan Outline</span></p>
<p><span>10.4 The IMC Pitch</span></p>
<p><span>10.5 Case: The IMC Plan As A Story</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications.</span></p>
<p><span>11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation</span></p>
<p><span>11.2 Keeping Brand Stories Legal</span></p>
<p><span>11.3 Keeping Brand Stories Ethical</span></p>
<p><span>11.4 Professional Ethics</span></p>
<p><span>11.5 Case: Kellogg’s False Cereal Ad Claims</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Chapter 12. Stories That Work: Research and Analytics for Communications.</span></p>
<p><span>12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs</span></p>
<p><span>12.2 Descriptive Analytics for IMC</span></p>
<p><span>12.3 Predictive Analytics for IMC</span></p>
<p><span>12.4 Prescriptive Analytics for IMC</span></p>
<p><span>12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials</span></p>
<p><span>Questions and Exercises</span></p>
<p><span>Key Concepts</span></p>
<p><span>Index</span></p>
<p><span>Glossary</span></p>
<p></p>

<p><span>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 </span><span>Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution</span><span>. </span></p>
<p></p>
<p><span>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 </span><span>Psychology Today</span><span>, </span><span>Harvard Business Review, Advertising Age, PRWeek</span><span>, </span><span>Journal of Interactive Marketing, Journal of Current Issues &amp; Research in Advertising, Journal of Marketing Theory and Practice</span><span>, </span><span>International Journal of Integrated Marketing Communications</span><span>.</span></p>

<ul>
<li><a></a><span>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.</span></li>
</ul>
<ul>
<li><span>Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2.</span></li>
</ul>
<ul>
<li><span>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.</span></li>
<li><span>Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics. </span></li>
</ul>
<p><span>Ancillaries:</span></p>
<p><span>Student Template Worksheets</span></p>
<p><span>Test Bank</span></p>
<p><span>PowerPoint Lecture Slides</span></p>
<p><span>Instructors Manual with chapter learning objectives, chapter outlines with lecture notes, and discussion questions and exercises.</span></p>
<p><span>Sample Course Syllabus</span></p>