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Below please find a list of definitions for the term that
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What is Mass Media

Chapter 19

Handbook of Research on Transmedia Storytelling and Narrative Strategies

The means of communication reaching a large number of people such as the population of a nation through certain channels like film, radio, books, music, or television in that the consumer participation stays passive with comparison to interactive network platforms.

Published in Chapter:

Transmedia Storytelling as a Branding Strategy Through Neuromarketing

Ayca Oralkan (Beykent University, Turkey)

Source Title: Handbook of Research on Transmedia Storytelling and Narrative Strategies

DOI: 10.4018/978-1-5225-5357-1.ch019

Abstract

Branding is a perceptual bridge between past customer satisfaction and customer expectations towards potential future experiences. The perception of a company is generated by this branding process through emotional expressions of its entity. In order for particular brand information to get noticed among other products, the message has to be well-designed. Neuroscience focuses on this sensory processing by the way the customers receive messages and the way they turn them into behavioral responses. In accordance with this purpose, an effective transmedia storytelling strategy has the potential to provide maximum customer engagement. Transmedia storytelling is an experience of collective intelligence with an immense potential of creating a center of attraction through message content, enabling the participants with similar interests and thoughts to come together by virtue of interactive communication platforms.