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020 _a9789819940011
024 7 _a10.1007/978-981-99-4001-1
_2doi
040 _aES-VaUEC
_bspa
_cES-VaUEC
050 0 4 _aHF5410-5417.5
_b2024
100 1 _aSutherland, Karen E.
_eautor
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
245 0 0 _aTransmedia Brand Storytelling:
_bImmersive Experiences from Theory to Practice
_cby Karen E Sutherland, Richie Barker
250 _a1st ed 2023
264 1 _aSingapore
_c2023
_bSpringer International Publishing
300 0 0 _a1 recurso en línea
336 _atexto
_btxt
_2rdacontent
337 _aelectrónico
_bc
_2rdamedia
338 _arecurso electrónico
_bcr
_2rdacarrier
505 0 _aChapter 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.
520 _aThis 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.
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-981-99-4001-1
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
942 _2lcc
_cLE
988 _aSpringer_Business_2023
999 _c238715
_d238715