Handbook of Research on Narrative Advertising

Handbook of Research on Narrative Advertising

Recep Yilmaz (Ondokuz Mayıs University, Turkey)
Release Date: June, 2019|Copyright: © 2019 |Pages: 400|DOI: 10.4018/978-1-5225-9790-2
ISBN13: 9781522597902|ISBN10: 1522597905|EISBN13: 9781522597919


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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Branding
  • Consumer Engagement
  • Digital Media
  • E-Marketing
  • Mobile Marketing
  • Online Presence
  • Product Selection
  • Public Relations
  • Social Media
  • Virtual Reality

Table of Contents and List of Contributors

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