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Transmedia brand storytelling = imme...

Sutherland, Karen.

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Transmedia brand storytelling = immersive experiences from theory to practice /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Transmedia brand storytelling/ by Karen E. Sutherland, Richie Barker.
其他題名:	immersive experiences from theory to practice /
作者:	Sutherland, Karen.
其他作者:	Barker, Richie.
出版者:	Singapore :Springer Nature Singapore : : 2023.,
面頁冊數:	xiii, 281 p. :ill. (chiefly color), digital ;24 cm.
內容註:	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.
Contained By:	Springer Nature eBook
標題:	Branding (Marketing) -
電子資源:	https://doi.org/10.1007/978-981-99-4001-1
ISBN:	9789819940011

Transmedia brand storytelling = immersive experiences from theory to practice /
Sutherland, Karen.

Transmedia brand storytellingimmersive experiences from theory to practice /[electronic resource] :by Karen E. Sutherland, Richie Barker. - Singapore :Springer Nature Singapore :2023. - xiii, 281 p. :ill. (chiefly color), digital ;24 cm.

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.

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.

ISBN: 9789819940011

Standard No.: 10.1007/978-981-99-4001-1doiSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Transmedia brand storytelling = immersive experiences from theory to practice /
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