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Brand Storytelling

Integrated Marketing Communications for the Digital Media Landscape

Keith A. Quesenberry and Michael K. Coolsen

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.
  • Details
  • Details
  • Author
  • Author
  • TOC
  • TOC
  • Reviews
  • Reviews
  • Features
  • Features
  • Resources
  • Resources
Rowman & Littlefield Publishers
Pages: 220 • Trim: 7¼ x 10⅜
978-1-5381-7637-5 • Hardback • February 2023 • $80.00 • (£62.00)
978-1-5381-7638-2 • Paperback • February 2023 • $34.00 • (£25.00)
978-1-5381-7639-9 • eBook • February 2023 • $29.00 • (£19.99)
Subjects: Business & Economics / Marketing / General, Language Arts & Disciplines / Communication Studies, Social Science / Media Studies
Courses: Business; Marketing Communications, Business; Communications, Business; Marketing, Communication; Strategic Communication; Advertising, Marketing & Promotion, Business; Advertising & Public Relations

Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell’s and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution.

Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.

About the Authors

Introduction

Part I: Why Story Matters and the Story Formula

Chapter 1: Point of View: Storytelling Perspectives

1.1 Michelle Phan Storytelling Influencer

1.2 Storytelling in the News

1.3 The Science Behind Storytelling

1.4 Storytelling in Professional Practice

1.5 Case: Microsoft’s Chief Storyteller

Questions and Exercises

Key Concepts

Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag

2.1 Sir Ernest Shackleton Ad

2.2 Aristotle’s Theory of Drama

2.3 Shakespearean Plays and Freytag’s Pyramid

2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle

2.5 Five-Act Advertising Campaigns

2.6 Case: Apple’s Get a Mac

Questions and Exercises

Key Concepts

Chapter 3: Dramatic Brands: From Form To Function

3.1 Simon Sinek’s Start with Why

3.2 Inside Out Marketing

3.3 Brand and Buyer Story

3.4 Brand and Buyer identity

3.5 Case: Patagonia’s Consumers Don’t Always Consume

Questions for Consideration

Questions and Exercises

Part II: Foundations of IMC Storytelling

Chapter 4: Set the Stage: Marketing, IMC, and Media

4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC

4.2 Understanding the Marketing Mix

4.3 Identifying IMC Touchpoints

4.4 Planning the Media Mix

4.5 Case: Gatorade isn’t Hydration for Everyone

Questions and Exercises

Key Concepts

Chapter 5: POV: Consumer Insight and Creative Brief

5.1 Carol Williams POV and The Three Rs of Influence

5.2 Uncovering Insights

5.3 Write the Creative Brief

5.4 Develop the Creative Idea

5.5 Case: Snickers’ You’re Not You When You’re Hungry

Questions and Exercises

Key Concepts

Part III: Stories for Different Mediums

Chapter 6: Sound and Motion: TV Ads, Video, and Radio

6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution

6.2 Brand Stories in TV Ads

6.3 Brand Stories in Online Video

6.4 Brand Stories in Radio

6.5 Case: Motel 6 Leaves the Light on For You

Questions and Exercises

Key Concepts

Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home

7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction

7.2 Brand Stories in Print

7.3 Brand Stories in Magazines

7.4 Brand Stories in Newspaper & Out-of-Home

7.5 Case: Chick-fil-A’s Cows

Questions and Exercises

Key Concepts

Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing

8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility

8.2 Brand Stories with Direct Marketing

8.3 Brand Stories with Digital Marketing

8.4 Brand Stories with Experiential Marketing

8.5 Case: Taco Bell Hotel

Questions and Exercises

Key Concepts

Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing

9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.

9.2 Brand Stories in Public Relations

9.3 Brand Stories in Social Media

9.4 Brand Stories in Influencer Marketing

9.5 Case: Crockpot Firestorm

Questions and Exercises

Key Concepts

Part IV: Getting the Story into the World

Chapter 10. Selling the Drama: Final Plans and Pitches

10.1 Abraham Lincoln and Martin Luther King Jr.

10.2 The IMC Plan Book

10.3 The IMC Plan Outline

10.4 The IMC Pitch

10.5 Case: The IMC Plan As A Story

Questions and Exercises

Key Concepts

Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications.

11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation

11.2 Keeping Brand Stories Legal

11.3 Keeping Brand Stories Ethical

11.4 Professional Ethics

11.5 Case: Kellogg’s False Cereal Ad Claims

Questions and Exercises

Key Concepts

Chapter 12. Stories That Work: Research and Analytics for Communications.

12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs

12.2 Descriptive Analytics for IMC

12.3 Predictive Analytics for IMC

12.4 Prescriptive Analytics for IMC

12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials

Questions and Exercises

Key Concepts

Index

Glossary

A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers.


— Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business


Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself.


— Journal of Advertising Education


  • 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.

Ancillaries:

Student Template Worksheets

Test Bank

PowerPoint Lecture Slides

Instructors Manual with chapter learning objectives, chapter outlines with lecture notes, and discussion questions and exercises.

Sample Course Syllabus



FOR PROFESSORS
Ancillary Materials are available for this title. For access to these professor use only materials, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
Instructor's Manual. For each chapter, this valuable resource provides a variety of tools such as lecture outlines, student learning objectives, discussion questions, and other resources to simplify classroom preparation.
Test Bank. The Test Bank includes a variety of test questions and is available in either Word or PDF formats. For every chapter in the text, the Test Bank includes a complete test with a variety of question types, including multiple choice, true false, and essay formats.
To use our Test Bank in Word or PDF, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
Lecture Notes. The Lecture Notes provide the tables and figures from the text.

Brand Storytelling

Integrated Marketing Communications for the Digital Media Landscape

Cover Image
Hardback
Paperback
eBook
Summary
Summary
  • 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.
Details
Details
  • Rowman & Littlefield Publishers
    Pages: 220 • Trim: 7¼ x 10⅜
    978-1-5381-7637-5 • Hardback • February 2023 • $80.00 • (£62.00)
    978-1-5381-7638-2 • Paperback • February 2023 • $34.00 • (£25.00)
    978-1-5381-7639-9 • eBook • February 2023 • $29.00 • (£19.99)
    Subjects: Business & Economics / Marketing / General, Language Arts & Disciplines / Communication Studies, Social Science / Media Studies
    Courses: Business; Marketing Communications, Business; Communications, Business; Marketing, Communication; Strategic Communication; Advertising, Marketing & Promotion, Business; Advertising & Public Relations
Author
Author
  • Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell’s and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution.

    Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.

Table of Contents
Table of Contents
  • About the Authors

    Introduction

    Part I: Why Story Matters and the Story Formula

    Chapter 1: Point of View: Storytelling Perspectives

    1.1 Michelle Phan Storytelling Influencer

    1.2 Storytelling in the News

    1.3 The Science Behind Storytelling

    1.4 Storytelling in Professional Practice

    1.5 Case: Microsoft’s Chief Storyteller

    Questions and Exercises

    Key Concepts

    Chapter 2: Plays to Pyramids: Aristotle, Shakespeare, and Freytag

    2.1 Sir Ernest Shackleton Ad

    2.2 Aristotle’s Theory of Drama

    2.3 Shakespearean Plays and Freytag’s Pyramid

    2.4 Campbell’s Hero’s Journey and Hamon’s Story Circle

    2.5 Five-Act Advertising Campaigns

    2.6 Case: Apple’s Get a Mac

    Questions and Exercises

    Key Concepts

    Chapter 3: Dramatic Brands: From Form To Function

    3.1 Simon Sinek’s Start with Why

    3.2 Inside Out Marketing

    3.3 Brand and Buyer Story

    3.4 Brand and Buyer identity

    3.5 Case: Patagonia’s Consumers Don’t Always Consume

    Questions for Consideration

    Questions and Exercises

    Part II: Foundations of IMC Storytelling

    Chapter 4: Set the Stage: Marketing, IMC, and Media

    4.1 Philip Kotler’s Four Ps and Don Schultz’s IMC

    4.2 Understanding the Marketing Mix

    4.3 Identifying IMC Touchpoints

    4.4 Planning the Media Mix

    4.5 Case: Gatorade isn’t Hydration for Everyone

    Questions and Exercises

    Key Concepts

    Chapter 5: POV: Consumer Insight and Creative Brief

    5.1 Carol Williams POV and The Three Rs of Influence

    5.2 Uncovering Insights

    5.3 Write the Creative Brief

    5.4 Develop the Creative Idea

    5.5 Case: Snickers’ You’re Not You When You’re Hungry

    Questions and Exercises

    Key Concepts

    Part III: Stories for Different Mediums

    Chapter 6: Sound and Motion: TV Ads, Video, and Radio

    6.1 Rosser Reeves USP and Bill Bernbach’s Creative Revolution

    6.2 Brand Stories in TV Ads

    6.3 Brand Stories in Online Video

    6.4 Brand Stories in Radio

    6.5 Case: Motel 6 Leaves the Light on For You

    Questions and Exercises

    Key Concepts

    Chapter 7: The New Page: Magazine, Newspaper, and Out-of-Home

    7.1 Mary Wells Laurance’s Copywriting and Helmet Krone’s Art Direction

    7.2 Brand Stories in Print

    7.3 Brand Stories in Magazines

    7.4 Brand Stories in Newspaper & Out-of-Home

    7.5 Case: Chick-fil-A’s Cows

    Questions and Exercises

    Key Concepts

    Chapter 8. Connecting with the Audience: Direct, Digital, and Experiential Marketing

    8.1 Lester Wunderman’s Direct Selling and Jay Baer’s Youtility

    8.2 Brand Stories with Direct Marketing

    8.3 Brand Stories with Digital Marketing

    8.4 Brand Stories with Experiential Marketing

    8.5 Case: Taco Bell Hotel

    Questions and Exercises

    Key Concepts

    Chapter 9. New Model for Newsworthy: P.R., Social and Influencer Marketing

    9.1 Edward Bernays P.R. and Gini Dietrich’s Spin Sucks.

    9.2 Brand Stories in Public Relations

    9.3 Brand Stories in Social Media

    9.4 Brand Stories in Influencer Marketing

    9.5 Case: Crockpot Firestorm

    Questions and Exercises

    Key Concepts

    Part IV: Getting the Story into the World

    Chapter 10. Selling the Drama: Final Plans and Pitches

    10.1 Abraham Lincoln and Martin Luther King Jr.

    10.2 The IMC Plan Book

    10.3 The IMC Plan Outline

    10.4 The IMC Pitch

    10.5 Case: The IMC Plan As A Story

    Questions and Exercises

    Key Concepts

    Chapter 11. Stories Well Told: Legal and Ethical Marketing Communications.

    11.1 JFK’s Consumer Bill of Rights and Frances Haugen’s Call for Regulation

    11.2 Keeping Brand Stories Legal

    11.3 Keeping Brand Stories Ethical

    11.4 Professional Ethics

    11.5 Case: Kellogg’s False Cereal Ad Claims

    Questions and Exercises

    Key Concepts

    Chapter 12. Stories That Work: Research and Analytics for Communications.

    12.1 Urchin Software, Google Analytics, and Bernard Marr’s KPQs

    12.2 Descriptive Analytics for IMC

    12.3 Predictive Analytics for IMC

    12.4 Prescriptive Analytics for IMC

    12.5 Case: The Dramatic Effect of Storytelling in Super Bowl Commercials

    Questions and Exercises

    Key Concepts

    Index

    Glossary

Reviews
Reviews
  • A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers.


    — Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business


    Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself.


    — Journal of Advertising Education


Features
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.

    Ancillaries:

    Student Template Worksheets

    Test Bank

    PowerPoint Lecture Slides

    Instructors Manual with chapter learning objectives, chapter outlines with lecture notes, and discussion questions and exercises.

    Sample Course Syllabus



Resources
Resources
  • FOR PROFESSORS
    Ancillary Materials are available for this title. For access to these professor use only materials, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
    Instructor's Manual. For each chapter, this valuable resource provides a variety of tools such as lecture outlines, student learning objectives, discussion questions, and other resources to simplify classroom preparation.
    Test Bank. The Test Bank includes a variety of test questions and is available in either Word or PDF formats. For every chapter in the text, the Test Bank includes a complete test with a variety of question types, including multiple choice, true false, and essay formats.
    To use our Test Bank in Word or PDF, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
    Lecture Notes. The Lecture Notes provide the tables and figures from the text.

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