Narrative advertising models and conceptualization in the digital age

Recep Yılmaz (Ondokuz Mayis University, Turkey), editor

"[This book] is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies"--Provided by publisher.

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Year of publication:	[2017]
Other Persons:	Yılmaz, Recep (ed.)
Publisher:	Hershey, Pennsylvania : IGI Global
Subject:	Werbewirkung \| Advertising effects \| Werbung \| Advertising \| USA \| United States \| Online-Marketing \| Internet marketing \| Narrative Methode \| Narrative method

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Extent:	1 Online-Ressource (360 Seiten)
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web A model for interactive advertising narration / Filiz Resuloglu, Recep Yılmaz -- Homo-di-fict: creations turn against humanity in South Park Town / Filiz Erdogan Tugran, Aytaç Hakan Tugran -- Actor effect: a study on historical figures who have shaped the advertising narration / Bilgen Basal -- Mobile advertising: mobile advergame models for tourism marketing / Evrim Çeltek -- Advergamers: new advertising fans of the digital age / Veysel Çakmak -- Narrative 3.0: generating of user integrated narrative / M. Nur Erdem -- Create it! Extend it!: Evolution of comics through narrative advertising / Ugur Kılınç -- Historical transformation of the advertising narration in Turkey: from stereotype to digital media / Recep Yılmaz, Ali Çakır, Filiz Resuloglu -- The structural transformation of space in Turkish television commercials as a narrative component / Burcu Altıparmak -- A literature review on the viral advertising narrative structure / Murat Koçyigit -- The functions of the narrator in digital advertising / Nursel Bolat -- An experimental research about using augmented reality in advertising for measurement of advertisement liking and effectiveness level / Idil Sayımer, Banu Küçüksaraç -- Violence narration in digital advertising / Hasan Turgut -- The reconstruction of the "youth ideal" in narrative advertising / Gülten Arslantürk -- QR code advertisements in tourism marketing / Evrim Çeltek -- Labour as chronotope: happy tomorrow discourse in narrative advertising / Hasan Turgut, Merve Turgut -- Space as a character in narrative advertising: a qualitative research on country promotion works / Aysu Altas Also available in print.
ISBN:	978-1-5225-2374-1 ; 978-1-5225-2373-4 ; 1-5225-2373-1
Other identifiers:	10.4018/978-1-5225-2373-4 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011728866