Handbook of Research on Narrative Advertising (Hardcover) (ISBN-13: 9781522597902)

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.

Author: Recep Yilmaz
ISBN-10: 1522597905
ISBN-13: 9781522597902
Publisher: Business Science Reference
Language: English
Published: 06/28/2019
Pages: 360
Format: Hardcover
Weight: 2.89lbs
Size: 11.00h x 8.50w x 1.00d