Storytelling is an integral part of any integrated marketing campaign. A product placed within a good story arc is memorable and creates a feeling of goodwill within potential consumers. Consider Volkswagen's "The Force" commercial, in which a small Darth Vader attempts to unleash their Jedi powers to objects throughout the house. This relatable story delivers a surplus of emotions ranging from hope to dejection to utter surprise in just 60 seconds. Twelve years after its release, consumers still seek out the ad on YouTube and goodwill for Volkswagen remains strong.Quesenberry and Coolsen focus on the storytelling aspect of integrated marketing campaigns. They begin the textbook with storytelling structure and then deftly intertwine this knowledge with various histories, techniques, and uses in integrated marketing campaigns. The professional and academic background of the authors is a benefit to this textbook. Quesenberry is currently an associate professor of marketing at Messiah University. His experience in the marketing and advertising industries, combined with his years of college instruction, is showcased in his eloquent demonstration of the topics in the textbook. Coolsen is a professor of marketing at Shippensburg University, and his research has been published by an impressive number of prestigious publications. The shared research of Quesenberry and Coolsen is used in the textbook; however, it is used carefully as they incorporate the research contributions from numerous authors and case studies.The textbook's integration of advertising, marketing, and public relations history is a welcome addition to any classroom. Rather than discuss the influences of Edward Bernay or Bill Bernbach in one chapter, only to be forgotten by the semester's end, the authors incorporate this information throughout the text. Quesenberry and Coolsen also understand the importance of recognizing all figures in the industry and discuss Carol Williams, the first African American woman to be inducted into the Advertising Hall of Fame; Mary Wells Lawrence, first female president of an American advertising agency; and the more recent Gini Dietrich, creator of the PESO Model. These are but 1178183J MCXXX10.
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