NEW

eBook Handbook of Research on Narrative Advertising, 1st Edition

  • Recep Yilmaz
  • Published By: Business Science Reference
  • ISBN-10: 1522597913
  • ISBN-13: 9781522597919
  • DDC: 659.101
  • 400 Pages | eBook
  • Original Copyright 2019 | Published/Released December 2019
  • This publication's content originally published in print form: 2019
  • Price:  Sign in for price

About

Overview

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. This title 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.