Franklin

Storytelling for Advertising Campaigns/ with Stefan Mumaw.

Author/Creator:
Mumaw, Stefan speaker.
Publication:
Carpenteria, CA:: linkedin.com, 2017.
Format/Description:
Video
1 online resource
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Form/Genre:
Instructional films.
Educational films.
System Details:
Latest version of the following browsers: Chrome, Safari, Firefox, or Internet Explorer. Adobe Flash Player Plugin. JavaScript and cookies must be enabled. A broadband Internet connection.
Summary:
Storytelling is one of the most important skills for the modern day creative pro. Stefan Mumaw reveals how to apply story to marketing and advertising campaigns for more authentic connections between brands and consumers.
"Storytelling" has become an agency buzzword. From creative directors to copywriters, it seems everyone is a storyteller these days. And the fact is, they're right. We are all storytellers. But few of us are story builders, capable of not only understanding the structure of story but able to use it to connect the character of a brand to the people that consume it. In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
Participant:
Presenter: Stefan Mumaw
Notes:
10/11/20171
Contributor:
linkedin.com (Firm)
Access Restriction:
Restricted for use by site license.