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A Case Study of an Advertising and Branding Campaign at the University of Alabama
出版Human Kinetics, Incorporated, 2020
ISBN15297541519781529754155
URLhttp://books.google.com.hk/books?id=QZY0zgEACAAJ&hl=&source=gbs_api
註釋This case study of the University of Alabama's Where Legends Are Made illustrates how a 30 second television advertisement with a catchy tagline was transformed into a strategic branding campaign that communicated the essence of the university in a compelling story. Employing a qualitative methodology, the case study drew on personality archetypes to develop an institutional brand communication management conceptual framework that illustrated the guiding principles and creative contexts used to break through the communication clutter. It did so by emphasizing the University of Alabama's leadership, competitive spirit, and transformative innovation by making its fabled athletic tradition an extension of its everyday excellence in academic disciplines. It also demonstrated how empirically tested archetype personas can be effectively employed in persuasive storylines to emotionally resonate with key stakeholders and prospective consumers alike, with each interpreting it in a way that is compatible with their own values, lifestyles, and culture.