Storytelling And Market Research

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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.

Data Storytelling In Marketing

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Author : Caroline Florence
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-06-03

Data Storytelling In Marketing written by Caroline Florence and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-03 with Business & Economics categories.

Marketers are storytellers, they write content, marketing strategies and devise internal communications, but unless these stories are evidence-based, they won't be believable or truly persuasive. Understanding how to use data to build and tell stories is an increasingly important part of the modern-day marketers' toolkit. Stories centered on robust evidence and credible data can withstand challenges, provide meaning, offer insight and engage audiences. This book is designed to plug the data storytelling skills gap and enable marketing professionals to cut through the data overload, join the data dots and create engaging narratives and content. Regardless of whether you're a data expert, data anxious or a data sceptic, this book will give you the tools to help you to communicate more effectively with your customers and your stakeholders. Written by expert trainer Caroline Florence, this book outlines how to build robust and compelling data stories. Drawing on her client work with companies such as Toyota, Lactalis, News UK, Mars Petcare and AXA, plus contributions from experts across data, insights, marketing and customer experience, this book provides a practical roadmap to increase your influence with data storytelling.

Storytelling In Marketing And Brand Communications

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Author : S M A Moin
language : en
Publisher: Taylor & Francis
Release Date : 2024-07-12

Storytelling In Marketing And Brand Communications written by S M A Moin and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-12 with Business & Economics categories.

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Storytelling As A Critical Success Factor In Video Advertisements

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Author : Michael Wuta
language : en
Publisher: GRIN Verlag
Release Date : 2018-03-05

Storytelling As A Critical Success Factor In Video Advertisements written by Michael Wuta and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-05 with Business & Economics categories.

Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, , language: English, abstract: In this dissertation, it was shown that storytelling is a critical success factor in video advertisements, and storytelling elements are a permanent and significant feature of the 30 most viewed video advertisements as determined by the YouTube Ads Leaderboard for the years 2014, 2015, and 2016. While the role of storytelling in advertisements and its persuasive power on the consumer behaviour have been widely researched, empirical studies on the presence and significance of storytelling elements deployed in successful video advertisements are missing. The research objectives of this study were to identify and analyse the storytelling elements deployed in the 30 most viewed video advertisements, and to provide guidance for marketers and advertisers so that they can understand the vital storytelling elements in video advertisements and consequently make the most of this technique. This exploratory research is based on an interpretivist research philosophy and qualitative research methodologies for the data collection and analysis were applied. Using qualitative content analysis, this study empirically examined the storytelling elements deployed in the 30 most viewed video advertisements. As a result, 12 elements are identified as vital elements for video advertisements: message, conflict, characters, beginning/ middle/ end, authenticity, reversal, connectedness, the basic plots, archetypes, fictional story, emotions, and music. These findings provide insights for marketers and advertisers aiming to convey their messages through storytelling in video advertisements. While there is no set formula for a successful video advertisement, this study revealed that a few vital storytelling elements appeal to a global audience and some of the most viewed video advertisements have these elements in common.

Brand Storytelling In The Digital Age

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Author : S M A Moin
language : en
Publisher: Springer Nature
Release Date : 2020-10-26

Brand Storytelling In The Digital Age written by S M A Moin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-26 with Business & Economics categories.

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Handbook Of Qualitative Research Methods In Marketing

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Author : Russell W. Belk
language : en
Publisher: Edward Elgar Publishing
Release Date : 2006

Handbook Of Qualitative Research Methods In Marketing written by Russell W. Belk and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.

This work offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. It begins with a history of qualitative methods in marketing by Sidney Levy and continues with discussions of current thought and practice.

Brand Storytelling

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Author : Keith A. Quesenberry
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2023-02-14

Brand Storytelling written by Keith A. Quesenberry and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-14 with Business & Economics categories.

This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media. Features: 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.Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2.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.Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics. Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi.

Essentials Of Marketing Research

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Author : V. Kumar
language : en
Publisher:
Release Date : 1999

Essentials Of Marketing Research written by V. Kumar and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.

Readers of this te×t are presented with an overview of the major steps in the marketing research process. The book details the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making.

International Journal Of Market Research

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Author :
language : en
Publisher:
Release Date : 2009

International Journal Of Market Research written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Marketing categories.

Jmr Journal Of Marketing Research

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Author :
language : en
Publisher:
Release Date : 2004

Jmr Journal Of Marketing Research written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Marketing research categories.