Handbook Of Research On Narrative Advertising

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Handbook of Research on Narrative Advertising

Yilmaz, Recep
Handbook of Research on Narrative Advertising Book PDF

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 400 pages
File Size : 44,9 Mb
Release : 2019-06-28
Category : Business & Economics
ISBN : 9781522597919

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Handbook of Research on Narrative Advertising by Yilmaz, Recep Pdf

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Handbook of Research on Narrative Interactions

Yilmaz, Recep
Handbook of Research on Narrative Interactions Book PDF

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 401 pages
File Size : 46,6 Mb
Release : 2021-01-29
Category : Social Science
ISBN : 9781799849049

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Handbook of Research on Narrative Interactions by Yilmaz, Recep Pdf

Our understanding of the concept of narrative has undergone a significant transformation over time, particularly today as new communication technologies are developed and popularized. As new narrative genres are born and old ones undergo great change by the minute, a thorough understanding can shed light on which storytelling elements work best in what format. That deep understanding can then help build strong, satisfying stories. The Handbook of Research on Narrative Interactions is an essential publication that examines the relationships between types of narratives in a shifting and widening scope of storytelling forms. While highlighting a wide range of topics including contemporary culture, advertising, and transmedia storytelling, this book is ideally designed for media professionals, content creators, advertisers, entrepreneurs, researchers, academicians, and students.

Handbook of Research on Transmedia Storytelling and Narrative Strategies

Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz
Handbook of Research on Transmedia Storytelling and Narrative Strategies Book PDF

Author : Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz
Publisher : IGI Global
Page : 599 pages
File Size : 46,7 Mb
Release : 2018-07-06
Category : Social Science
ISBN : 9781522553588

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Handbook of Research on Transmedia Storytelling and Narrative Strategies by Y?lmaz, Recep,Erdem, M. Nur,Resulo?lu, Filiz Pdf

Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Narrative Advertising Models and Conceptualization in the Digital Age

Y?lmaz, Recep
Narrative Advertising Models and Conceptualization in the Digital Age Book PDF

Author : Y?lmaz, Recep
Publisher : IGI Global
Page : 360 pages
File Size : 45,8 Mb
Release : 2017-02-01
Category : Business & Economics
ISBN : 9781522523741

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Narrative Advertising Models and Conceptualization in the Digital Age by Y?lmaz, Recep Pdf

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Hernández-Santaolalla, Víctor,Barrientos-Bueno, Mónica
Handbook of Research on Transmedia Storytelling Audience Engagement and Business Strategies Book PDF

Author : Hernández-Santaolalla, Víctor,Barrientos-Bueno, Mónica
Publisher : IGI Global
Page : 457 pages
File Size : 50,7 Mb
Release : 2020-04-24
Category : Business & Economics
ISBN : 9781799831204

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Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies by Hernández-Santaolalla, Víctor,Barrientos-Bueno, Mónica Pdf

As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines

Mih?e?, Lorena Clara,Andreescu, Raluca,Dimitriu, Anda
Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines Book PDF

Author : Mih?e?, Lorena Clara,Andreescu, Raluca,Dimitriu, Anda
Publisher : IGI Global
Page : 467 pages
File Size : 42,8 Mb
Release : 2021-01-15
Category : Language Arts & Disciplines
ISBN : 9781799866077

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Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines by Mih?e?, Lorena Clara,Andreescu, Raluca,Dimitriu, Anda Pdf

Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines is a comprehensive reference book that provides the relevant theoretical framework that concerns storytelling in modern society, as well as the newest and most varied analyses and case studies in the field. The chapters of this extensive volume follow the construction and interpretation of stories across a plethora of contemporary media and disciplines. By bringing together radical forms of storytelling in traditional disciplines and methods of telling stories across newer media, this book intersects themes that include interactive storytelling and narrative theory across advertisements, social media, and knowledge-sharing platforms, among others. It is targeted towards professionals, researchers, and students working or studying in the fields of narratology, literature, media studies, marketing and communication, anthropology, religion, or film studies. Moreover, for interested executives and entrepreneurs or prospective influencers, the chapters dedicated to marketing and social media may also provide insights into both the theoretical and the practical aspects of harnessing the power of storytelling in order to create a cohesive and impactful online image.

Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age

Taskiran, Nurdan Oncel
Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age Book PDF

Author : Taskiran, Nurdan Oncel
Publisher : IGI Global
Page : 405 pages
File Size : 54,8 Mb
Release : 2019-11-29
Category : Language Arts & Disciplines
ISBN : 9781799815365

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Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age by Taskiran, Nurdan Oncel Pdf

The fast pace of technology in this day and age has made it difficult for individuals to stay informed without becoming lost in the folds of an information overload. Methods used to narrow down information are becoming just as important as providing the information to be discovered. The Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age is a pivotal reference source that provides vital research on the significance of being literate in the age of speed and technology. While highlighting topics such as e-advertising, mobile computing, and visual culture, this publication explores the major issues society has in the information age and the methods of innovative achievements of public or private institutions. This book is ideally designed for researchers, academicians, teachers, and business managers seeking current research on a variety of social sciences in terms of the digital age.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Ta?k?ran, Nurdan Öncel
Handbook of Research on Effective Advertising Strategies in the Social Media Age Book PDF

Author : Ta?k?ran, Nurdan Öncel
Publisher : IGI Global
Page : 509 pages
File Size : 49,5 Mb
Release : 2015-02-28
Category : Business & Economics
ISBN : 9781466681262

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Handbook of Research on Effective Advertising Strategies in the Social Media Age by Ta?k?ran, Nurdan Öncel Pdf

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

The Routledge International Handbook on Narrative and Life History

Ivor Goodson,Ari Antikainen,Pat Sikes,Molly Andrews
The Routledge International Handbook on Narrative and Life History Book PDF

Author : Ivor Goodson,Ari Antikainen,Pat Sikes,Molly Andrews
Publisher : Taylor & Francis
Page : 656 pages
File Size : 44,5 Mb
Release : 2016-10-04
Category : Education
ISBN : 9781317665717

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The Routledge International Handbook on Narrative and Life History by Ivor Goodson,Ari Antikainen,Pat Sikes,Molly Andrews Pdf

In recent decades, there has been a substantial turn towards narrative and life history study. The embrace of narrative and life history work has accompanied the move to postmodernism and post-structuralism across a wide range of disciplines: sociological studies, gender studies, cultural studies, social history; literary theory; and, most recently, psychology. Written by leading international scholars from the main contributing perspectives and disciplines, The Routledge International Handbook on Narrative and Life History seeks to capture the range and scope as well as the considerable complexity of the field of narrative study and life history work by situating these fields of study within the historical and contemporary context. Topics covered include: • The historical emergences of life history and narrative study • Techniques for conducting life history and narrative study • Identity and politics • Generational history • Social and psycho-social approaches to narrative history With chapters from expert contributors, this volume will prove a comprehensive and authoritative resource to students, researchers and educators interested in narrative theory, analysis and interpretation.

Storytelling and Market Research

C. Frederic John
Storytelling and Market Research Book PDF

Author : C. Frederic John
Publisher : Routledge
Page : 176 pages
File Size : 53,6 Mb
Release : 2021-11-10
Category : Business & Economics
ISBN : 9781000473421

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Storytelling and Market Research by C. Frederic John Pdf

Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in. While demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by "stories." Leading market research expert C. Frederic John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of "how-to" guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience. Drawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today’s (and tomorrow’s) market research professionals to thrive in a world demanding insights, real-world recommendations, and more relevant deliverables.

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Miguélez-Juan, Blanca,Bonales-Daimiel, Gema
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape Book PDF

Author : Miguélez-Juan, Blanca,Bonales-Daimiel, Gema
Publisher : IGI Global
Page : 463 pages
File Size : 53,6 Mb
Release : 2023-01-09
Category : Business & Economics
ISBN : 9781668439722

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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by Miguélez-Juan, Blanca,Bonales-Daimiel, Gema Pdf

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Handbook of Research on Children's Consumption of Digital Media

Sar?, Gül?ah
Handbook of Research on Children s Consumption of Digital Media Book PDF

Author : Sar?, Gül?ah
Publisher : IGI Global
Page : 423 pages
File Size : 52,9 Mb
Release : 2018-07-06
Category : Social Science
ISBN : 9781522557340

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Handbook of Research on Children's Consumption of Digital Media by Sar?, Gül?ah Pdf

One of the consequences of the digital revolution is the availability and pervasiveness of media and technology. They became an integral part of many people’s lives, including children, who are often exposed to media and technology at an early age. Due to this early exposure, children have become targeted consumers for businesses and other organizations that seek to utilize the data they generate. The Handbook of Research on Children's Consumption of Digital Media is a scholarly research publication that examines how children have become consumers as well as how their consumption habits have changed in the age of digital and media technologies. Featuring current research on cyber bullying, social media, and digital advertising, this book is geared toward marketing and advertising professionals, consumer researchers, international business strategists, academicians, and upper-level graduate students seeking current research on the transformation of child to consumer.

Narrative Theory and Therapy in the Post-Truth Era

Y?lmaz, Recep,Koç, Bozkurt
Narrative Theory and Therapy in the Post Truth Era Book PDF

Author : Y?lmaz, Recep,Koç, Bozkurt
Publisher : IGI Global
Page : 373 pages
File Size : 41,9 Mb
Release : 2022-05-20
Category : Language Arts & Disciplines
ISBN : 9781799892526

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Narrative Theory and Therapy in the Post-Truth Era by Y?lmaz, Recep,Koç, Bozkurt Pdf

Narrative theory goes back to Plato. It is an approach that tries to understand the abstract mechanism behind the story. This theory has evolved throughout the years and has been adopted by numerous domains and disciplines. Narrative therapy is one of many fields of narrative that emerged in the 1990s and has turned into a rich research field that feeds many disciplines today. Further study on the benefits, opportunities, and challenges of narrative therapy is vital to understand how it can be utilized to support society. Narrative Theory and Therapy in the Post-Truth Era focuses on the structure of the narrative and the possibilities it offers for therapy as well as the post-modern sources of spiritual conflict and how to benefit from the possibilities of the narrative while healing them. Covering topics such as psychotherapy, cognitive narratology, art therapy, and narrative structures, this reference work is ideal for therapists, psychologists, communications specialists, academicians, researchers, practitioners, scholars, instructors, and students.

Global Perspectives on the Strategic Role of Marketing Information Systems

Medina-Quintero, Jose Melchor,Sahagun, Miguel A.,Alfaro, Jorge,Ortiz-Rodriguez, Fernando
Global Perspectives on the Strategic Role of Marketing Information Systems Book PDF

Author : Medina-Quintero, Jose Melchor,Sahagun, Miguel A.,Alfaro, Jorge,Ortiz-Rodriguez, Fernando
Publisher : IGI Global
Page : 404 pages
File Size : 55,8 Mb
Release : 2023-05-08
Category : Business & Economics
ISBN : 9781668465936

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Global Perspectives on the Strategic Role of Marketing Information Systems by Medina-Quintero, Jose Melchor,Sahagun, Miguel A.,Alfaro, Jorge,Ortiz-Rodriguez, Fernando Pdf

A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

Multidisciplinary Approaches to Ethics in the Digital Era

Taskiran, Meliha Nurdan,Pinarba?i, Fatih
Multidisciplinary Approaches to Ethics in the Digital Era Book PDF

Author : Taskiran, Meliha Nurdan,Pinarba?i, Fatih
Publisher : IGI Global
Page : 369 pages
File Size : 44,7 Mb
Release : 2021-03-18
Category : Philosophy
ISBN : 9781799841180

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Multidisciplinary Approaches to Ethics in the Digital Era by Taskiran, Meliha Nurdan,Pinarba?i, Fatih Pdf

The digital era has redefined our understanding of ethics as a multi-disciplinary phenomenon. The newness of the internet means it is still highly unregulated, which allows for rampant problems encountered by countless internet users. In order to establish a framework to protect digital citizenship, an academic understanding of online ethics is required. Multidisciplinary Approaches to Ethics in the Digital Era examines the concept of ethics in the digital environment through the framework of digitalization. Covering a broad range of topics including ethics in art, organizational ethics, and civil engineering ethics, this book is ideally designed for media professionals, sociologists, programmers, policymakers, government officials, academicians, researchers, and students.