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Teach students to communicate a brand story with transmedia storytelling

Journal of research in interactive marketing, 2016-01, Vol.10 (2), p.86-101 [Peer Reviewed Journal]

Emerald Group Publishing Limited ;Emerald Group Publishing Limited 2016 ;ISSN: 2040-7122 ;EISSN: 2040-7130 ;DOI: 10.1108/JRIM-01-2015-0004

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  • Title:
    Teach students to communicate a brand story with transmedia storytelling
  • Author: Cronin, John
  • Subjects: Advertising agencies ; Audiences ; Business communications ; Classrooms ; Consumers ; Consumption ; Entertainment industry ; Integrated marketing ; Learning ; Marketing ; Motion picture directors & producers ; Motion pictures ; Social networks ; Storytelling ; Strategy ; Students ; Textbooks
  • Is Part Of: Journal of research in interactive marketing, 2016-01, Vol.10 (2), p.86-101
  • Description: Purpose This paper aims to introduce a new integrated marketing communication (IMC) strategy, not yet appearing in textbooks, into the classroom. Design/methodology/approach A thorough review of the limited sources so far available introduces the subject. This is followed by a report on the results of the author’s own introduction of the topic into his course. Findings Students reacted very favorably to learning this new and challenging marketing communication strategy. They also reinforced their own understanding of other principles, e.g. content management, taught earlier in the course. Practical implications Adoption of transmedia storytelling will advance the teaching of IMC in the classroom. Originality/value This paper proposes a formal definition of marketing transmedia storytelling. No pedagogic paper has previously been published on this new IMC strategy.
  • Publisher: Bradford: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 2040-7122
    EISSN: 2040-7130
    DOI: 10.1108/JRIM-01-2015-0004
  • Source: AUTh Library subscriptions: ProQuest Central
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