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Evolution of Visual Public Relations...
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Qi, Lin.
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Evolution of Visual Public Relations: The Essentials of Branded Video.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Evolution of Visual Public Relations: The Essentials of Branded Video./
作者:
Qi, Lin.
出版者:
Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:
100 p.
附註:
Source: Masters Abstracts International, Volume: 81-10.
Contained By:
Masters Abstracts International81-10.
標題:
Marketing. -
電子資源:
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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