This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why storytelling works, the forms storytelling takes and how to develop an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today’s digital first media landscape. Quesenberry and Coolsen present a balance of research and theory with practical...