Author: Everest Media, Publisher: Everest Media LLC ISBN: 1669372464 Category : Business & Economics Languages : en Pages : 39
Book Description
Please note: This is a companion version & not the original book. Sample Book Insights: #1 The history of advertising is long and complicated, but it all started with newspapers. As the popularity of these publications grew, so did their revenue. As a result, they were able to lower their subscription costs, which allowed them to sell more papers. #2 The first completely ad-supported media was television, which began in the 1940s. It outperformed all other media because it combined mass reach, a rich visual medium for messaging, and guaranteed audience attention. #3 In 2006, the cost of targeted online video ads surpassed that of television advertising, because pre-roll ads on YouTube and interrupt ads on Hulu guaranteed viewership and online delivery allowed more powerful ad targeting. #4 By 2005, broadband adoption in the home surpassed dial-up in the United States. With this faster connection came a game changer for consumers: choice.
Author: Robert Mckee Publisher: Hachette UK ISBN: 1455541974 Category : Business & Economics Languages : en Pages : 256
Book Description
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- Storynomics translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in Storynomics, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike. Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, Storynomics demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? Storynomics provides the answer.
Author: Robert Mckee Publisher: Twelve ISBN: 9781538727935 Category : Business & Economics Languages : en Pages : 0
Book Description
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- STORYNOMICS translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in STORYNOMICS, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike. Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, STORYNOMICS demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? STORYNOMICS provides the answer.
Author: Robert Mckee Publisher: Twelve ISBN: 1455541974 Category : Business & Economics Languages : en Pages : 256
Book Description
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- STORYNOMICS translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in STORYNOMICS, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike. Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, STORYNOMICS demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? STORYNOMICS provides the answer.
Author: Robert McKee Publisher: Hachette UK ISBN: 1455591947 Category : Performing Arts Languages : en Pages : 288
Book Description
The long-awaited third volume of Robert McKee’s trilogy on the art of fiction. Following up his perennially bestselling writers' guide Story and his inspiring exploration of the art of verbal action in Dialogue, the most sought-after expert in the storytelling brings his insights to the creation of compelling characters and the design of their casts. CHARACTER explores the design of a character universe: The dimensionality, complexity and arcing of a protagonist, the invention of orbiting major characters, all encircled by a cast of service and supporting roles.
Author: Kevin Roose Publisher: Random House ISBN: 0593133358 Category : Technology & Engineering Languages : en Pages : 273
Book Description
A practical, deeply reported survival guide for the age of AI, written by the New York Times tech columnist who has introduced millions to the promise and pitfalls of artificial intelligence. “Artificial intelligence can be terrifying, but Kevin Roose provides a clear, compelling strategy for surviving the next wave of technology with our jobs—and souls—intact.”—Charles Duhigg, author of The Power of Habit It’s time to get real about AI. After decades of hype and sci-fi fantasies, AI—artificial intelligence—is leaping out of research labs and into the center of our lives. Millions of people now use tools like ChatGPT and DALL-E 2 to write essays, create art and finish coding projects. AI programs are already beating humans in fields like law, medicine and entertainment, and they’re getting better every day. But AI doesn’t just threaten our jobs. It shapes our entire human experience, steering our behavior and influencing our choices about which TV shows to watch, which clothes to buy, and which politicians to vote for. And while many experts argue about whether a robot apocalypse is near, one critical question has gone unanswered: In a world where AI is ascendant, how can humans survive and thrive? In Futureproof: 9 Rules for Humans in the Age of Automation, New York Times technology columnist Kevin Roose shares the secrets of people and organizations that have successfully navigated waves of technological change, and explains what skills are necessary to stay ahead of the curve today, with lessons like • Be surprising, social, and scarce • Resist machine drift • Leave handprints • Demote your devices • Treat AI like a chimp army Roose rejects the conventional wisdom that in order to compete with AI, we have to become more like robots ourselves—hyper-efficient, data-driven workhorses. Instead, he says, we should focus on being more human, and doing the kinds of creative, inspiring, and meaningful things even the most advanced algorithms can’t do.
Author: Jonah Sachs Publisher: Harvard Business Press ISBN: 1422143570 Category : Business & Economics Languages : en Pages : 276
Book Description
Trying to get your message heard? Build an iconic brand? Welcome to the battlefield. The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You’ll discover how: • Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray • Marketers have become today’s mythmakers, providing society with explanation, meaning, and ritual • Memorable stories based on timeless themes build legions of eager evangelists • Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world • Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz Winning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn’t come just from telling great stories, but from learning to live them.
Author: Thomas Poell Publisher: John Wiley & Sons ISBN: 1509540520 Category : Social Science Languages : en Pages : 260
Book Description
The widespread uptake of digital platforms – from YouTube and Instagram to Twitch and TikTok – is reconfiguring cultural production in profound, complex, and highly uneven ways. Longstanding media industries are experiencing tremendous upheaval, while new industrial formations – live-streaming, social media influencing, and podcasting, among others – are evolving at breakneck speed. Poell, Nieborg, and Duffy explore both the processes and the implications of platformization across the cultural industries, identifying key changes in markets, infrastructures, and governance at play in this ongoing transformation, as well as pivotal shifts in the practices of labor, creativity, and democracy. The authors foreground three particular industries – news, gaming, and social media creation – and also draw upon examples from music, advertising, and more. Diverse in its geographic scope, Platforms and Cultural Production builds on the latest research and accounts from across North America, Western Europe, Southeast Asia, and China to reveal crucial differences and surprising parallels in the trajectories of platformization across the globe. Offering a novel conceptual framework grounded in illuminating case studies, this book is essential for students, scholars, policymakers, and practitioners seeking to understand how the institutions and practices of cultural production are transforming – and what the stakes are for understanding platform power.
Author: Joanna Penn Publisher: The Creative Penn ISBN: 191332107X Category : Language Arts & Disciplines Languages : en Pages : 188
Book Description
Are you an author or creative preparing for success? Do you want to learn to speak effectively in front of an audience? All successful creatives have to speak and present in public, whether that's at a festival, on a podcast or radio show, or as part of earning multiple streams of income. But you don’t have to be like Tony Robbins, bouncing around on stage with a booming voice and larger than life personality. You just have to be you and tell your story in your own way. In this book, I'll share everything I know as a professional speaker, author and introvert. It includes the practicalities of speaking, as well as mindset issues like anxiety, plus the business side if you want to make speaking an income stream. You will discover: PART 1: Practicalities of Speaking Types of speaking, deciding on your topic, preparation, managing your energy, tips for slide packs, handouts, workbooks and more, personal presentation, giving the talk, managing people, panels, feedback and testimonials, performance tips, improving your speaking over time PART 2: Mindset Tackling anxiety, growing your confidence and authenticity PART 3: The Speaking Business How to get speaking events, running your own events, marketing, generosity and networking with others, your speaker brand, website and speaker's page, professional photos, email marketing, content marketing, social media, video, audio, how much to charge, increasing your revenue streams, financial considerations. If you want to learn how to speak effectively in front of an audience, sample or buy now.
Author: Marc G. Weinberger Publisher: Routledge ISBN: 1000404420 Category : Business & Economics Languages : en Pages : 298
Book Description
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
Author: Everest Media,
Author: Robert Mckee
Author: Robert Mckee
Author: Robert Mckee
Author: Robert McKee
Author: Kevin Roose
Author: Jonah Sachs
Author: Thomas Poell
Author: Joanna Penn
Author: Marc G. Weinberger