UID:
almahu_9949566195902882
Format:
XIII, 281 p. 23 illus., 22 illus. in color.
,
online resource.
Edition:
1st ed. 2023.
ISBN:
9789819940011
Content:
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.
Note:
Chapter 1: Transmedia Brand Storytelling - Immersive Campaign Experiences from Theory to Practice -- Chapter 2: What is transmedia storytelling? -- Chapter 3: The creative logic of transmedia storytelling -- Chapter 4: Practitioner perceptions of transmedia storytelling -- Chapter 5: Planning and creating transmedia storytelling projects -- Chapter 6: Audience participation and "learning" transmedia storytelling -- Chapter 7: Evaluating transmedia storytelling experiences.
In:
Springer Nature eBook
Additional Edition:
Printed edition: ISBN 9789819940004
Additional Edition:
Printed edition: ISBN 9789819940028
Language:
English
DOI:
10.1007/978-981-99-4001-1
URL:
https://doi.org/10.1007/978-981-99-4001-1
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
Volltext
(URL des Erstveröffentlichers)
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