Handbook of Research on Narrative Advertising (Advances in Marketing, Customer Relationship Management, and E-services) - Hardcover

Hardcover

ISBN 10: 1522597905 ISBN 13: 9781522597902

Publisher: IGI Global, 2019

Synopsis

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

About this title

About the Author

Recep Yilmaz , Ph.D., has been working as associate professor at Ondukuz Mayis University, Public Relations and Publicity Department since August 15, 2018. He authored nine books (Handbook of Research on Narrative Advertising; Handbook of Research on Transmedia Storytelling and Narrative Strategies; Narrative Advertising Models and Conceptualization in the Social Media Age; Traditional and Digital Advertising in 150 Questions; Handbook Research on Effective Advertising Strategies in the Social Media Age; Advertising in 99 Questions; Keywords in Advertising; Scenarios: How is it written? How are they writing? Leadership and its Contemporary Dimensions), and he published numerous papers in several journals, conference proceedings and chapters in edited books. His major is narrative theory and advertising. He also studies on theoretical communication. Some of the courses he teaches; Narrative in Literature, Cinema and Advertisement; Advertising Scriptwriting; Creative Writing.

Edition details

• Publisher: IGI Global
• Publication date: 2019
• Language: English
• ISBN 10: 1522597905
• ISBN 13: 9781522597902
• Binding: Hardcover
• Number of pages: 360
• Editor: Yilmaz Recep