Description: 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.
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EAN: 9789819940004
UPC: 9789819940004
ISBN: 9789819940004
MPN: N/A
Format: Hardback, 281 pages, 2023 Edition
Author: Karen E. Sutherland
Book Title: Transmedia Brand Storytelling: Immersive Experienc
Item Height: 1.8 cm
Item Length: 21 cm
Item Weight: 0.51 kg
Item Width: 14.8 cm
Language: Eng
Publisher: Palgrave MacMillan
