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Handbook of Research on Narrative Advertising

Handbook of Research on Narrative Advertising

Recep Yilmaz
Copyright: © 2019 |Pages: 400
ISBN13: 9781522597902|ISBN10: 1522597905|EISBN13: 9781522597919
DOI: 10.4018/978-1-5225-9790-2
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MLA

Yilmaz, Recep, editor. Handbook of Research on Narrative Advertising. IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9790-2

APA

Yilmaz, R. (Ed.). (2019). Handbook of Research on Narrative Advertising. IGI Global. https://doi.org/10.4018/978-1-5225-9790-2

Chicago

Yilmaz, Recep, ed. Handbook of Research on Narrative Advertising. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9790-2

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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.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board
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Foreword
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Preface
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Acknowledgment
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Chapters
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Chapter 1
Narrative Components in Advertising
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Social and Historical Dimensions of Advertising Narratives
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Narrative Interactions Between Advertising and Other Communication Forms
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Opportunities and Threats in Narrative Advertising
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Back Materials
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Compilation of References
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Index
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