Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies

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Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies

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Author : Hernández-Santaolalla, Víctor
language : en
Publisher: IGI Global
Release Date : 2020-04-24

Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies written by Hernández-Santaolalla, Víctor and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Business & Economics categories.

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 Transmedia Storytelling And Narrative Strategies

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Author : Recep Yilmaz
language : en
Publisher: Information Science Reference
Release Date : 2019

Handbook Of Research On Transmedia Storytelling And Narrative Strategies written by Recep Yilmaz and has been published by Information Science Reference this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Computers categories.

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.

Handbook Of Research On Narrative Advertising

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Author : Yilmaz, Recep
language : en
Publisher: IGI Global
Release Date : 2019-06-28

Handbook Of Research On Narrative Advertising written by Yilmaz, Recep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-28 with Business & Economics categories.

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

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Author : Yilmaz, Recep
language : en
Publisher: IGI Global
Release Date : 2021-01-29

Handbook Of Research On Narrative Interactions written by Yilmaz, Recep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-29 with Social Science categories.

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.

Transmedia Brand Storytelling

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Author : Karen E. Sutherland
language : en
Publisher: Springer Nature
Release Date : 2023-10-03

Transmedia Brand Storytelling written by Karen E. Sutherland and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-03 with Business & Economics categories.

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.

Theory Development And Strategy In Transmedia Storytelling

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Author : Renira Rampazzo Gambarato
language : en
Publisher: Routledge
Release Date : 2020-05-17

Theory Development And Strategy In Transmedia Storytelling written by Renira Rampazzo Gambarato and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-17 with Computers categories.

This book explores transmedia dynamics in various facets of fiction and nonfiction transmedia studies. Moving beyond the presentation/definition of transmediality as a field of study, the authors examine novel advancements in the theory, methodological development, and strategic planning of transmedia storytelling. Drawing upon a theoretical foundation grounded in Peircean semiotics and reflected in the methodological approaches to fiction and nonfiction transmedia projects, the chapters delve into diverse case studies, such as The Handmaid’s Tale and mega sporting events like the Olympics and FIFA World Cup, that illustrate the applications of our own methods and the implications of the logic behind transmedia dynamics. Expanding upon their own scholarship, the authors tackle the relevant topic of transmedia journalism, and present new approaches to transmedia strategic planning around educational initiatives in developing countries. The book is an important reference for scholars and students of media studies, education, journalism and transmedia, and those interested in comprehending theory, methodological development, and strategic planning of transmediality.

Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape

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Author : Miguélez-Juan, Blanca
language : en
Publisher: IGI Global
Release Date : 2023-01-09

Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape written by Miguélez-Juan, Blanca and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-09 with Business & Economics categories.

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.

Getting Started In Transmedia Storytelling

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Author : Robert Pratten
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2011

Getting Started In Transmedia Storytelling written by Robert Pratten and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Communication and technology categories.

"Transmedia storytelling" is telling a story across multiple media and preferably, although it doesn't always happen, with a degree of audience participation, interaction or collaboration. In transmedia storytelling, engagement with each successive media heightens the audience' understanding, enjoyment and affection for the story. To do this successfully, the embodiment of the story in each media needs to be satisfying in its own right while enjoyment from all the media should be greater than the sum of the parts. -- from introduction.

Storytelling And Market Research

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Author : C. Frederic John
language : en
Publisher: Routledge
Release Date : 2021-11-10

Storytelling And Market Research written by C. Frederic John and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-10 with Business & Economics categories.

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.

Transmedia Design Framework

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Author : Mariana Ciancia
language : en
Publisher: FrancoAngeli
Release Date : 2018-09-21T00:00:00+02:00

Transmedia Design Framework written by Mariana Ciancia and has been published by FrancoAngeli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-21T00:00:00+02:00 with Design categories.

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