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Evolution of Visual Public Relations...

Qi, Lin.

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Evolution of Visual Public Relations: The Essentials of Branded Video.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Evolution of Visual Public Relations: The Essentials of Branded Video./
Author:	Qi, Lin.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	100 p.
Notes:	Source: Masters Abstracts International, Volume: 81-10.
Contained By:	Masters Abstracts International81-10.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27788589
ISBN:	9781392877685

Evolution of Visual Public Relations: The Essentials of Branded Video.
Qi, Lin.

Evolution of Visual Public Relations: The Essentials of Branded Video. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 100 p.

Source: Masters Abstracts International, Volume: 81-10.

Thesis (M.A.)--University of Southern California, 2019.

This item must not be sold to any third party vendors.

Since the 20th century, the world of public relations (PR) has been evolving along with the development of technology. Consumers used to gather brands' information from traditional media. Now, they get information from and make purchases on social media. Consumers now believe that a brand is more than its products. They started to seek social responsibility, humanity, and morality in branded content.Companies began to "brand" their videos. These videos are not for providing product information anymore; it is a communication tool for brands to connect with their audience emotionally. But what is a branded video? What empowers it to benefit a brand in the contemporary PR world? Guided by these questions, this paper explores the essentials of a successful branded video.The result shows that a successful branded video must have a clear central question and should be developed based on consumer or brand insights that resonate the audience's Zeitgeist. Brands should also create branded videos for all potential online viewers, not just target their consumers.

ISBN: 9781392877685Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Branded video

Evolution of Visual Public Relations: The Essentials of Branded Video.
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245 1 0 $a Evolution of Visual Public Relations: The Essentials of Branded Video.
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300 $a 100 p.
500 $a Source: Masters Abstracts International, Volume: 81-10.
500 $a Advisor: Cook, Fred.
502 $a Thesis (M.A.)--University of Southern California, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a Since the 20th century, the world of public relations (PR) has been evolving along with the development of technology. Consumers used to gather brands' information from traditional media. Now, they get information from and make purchases on social media. Consumers now believe that a brand is more than its products. They started to seek social responsibility, humanity, and morality in branded content.Companies began to "brand" their videos. These videos are not for providing product information anymore; it is a communication tool for brands to connect with their audience emotionally. But what is a branded video? What empowers it to benefit a brand in the contemporary PR world? Guided by these questions, this paper explores the essentials of a successful branded video.The result shows that a successful branded video must have a clear central question and should be developed based on consumer or brand insights that resonate the audience's Zeitgeist. Brands should also create branded videos for all potential online viewers, not just target their consumers.
590 $a School code: 0208.
650 4 $a Marketing. $3 536353
653 $a Branded video
653 $a Visual public relations
653 $a Digital storytelling
653 $a Content marketing
653 $a Consumer insight
690 $a 0338
710 2 $a University of Southern California. $3 700129
773 0 $t Masters Abstracts International $g 81-10.
790 $a 0208
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792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27788589